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Older, more affluent consumers drive the US wine market
Although the wine category in the US holds an 11% volume share – equal to that of spirits – the category’s future is facing a number of challenges. Wine volumes in the US are expected to continue on a downward trajectory, especially…

Millennials’ time has come in the US wine category
They have been heralded as both saviours and destroyers of the US wine industry. Thanks to Covid, the Millennials are now calling the shots in the world’s largest and most valuable wine market.
Like it or not, the large and influential Millennial…