China’s Millennials are opting for Western wines over traditional rice-based alcohols.

China’s Millennials are opting for Western wines over traditional rice-based alcohols. Analysts predict the total consumption of grape-based wine in China will rise 6% in the next decade, and overall growth of China’s alcohol industry will rise 5% in its wake. And while those over 45 make up over half of the consumption of Chinese white spirits, they only account for 27% of wine’s—meaning that as Millennials mature, the shift in preference and its effect on the industry will become more pronounced. Thanks to young wine-lovers, “Future wine industry revenue growth in China will be mainly driven by imported wine.” (SCMP)