ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Wine country has a Millennial problem.

Wine country has a Millennial problem. According to Silicon Valley Bank’s wine industry report, Millennials make up just 17% of the fine wine market, and their wine budget is on average $8-$12 a bottle. That doesn’t align well with the more expensive varieties available in Napa. The region also has to compete with a larger group of beverage competitors, including craft beers and, yes, hard seltzers. But we should note that while they might not be drinking fine wines, YPulse has found they like other wines just fine. (SF Chronicle)