ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Contrary to belief, Millennials are interested in wine—but only if it’s cheap. 

Contrary to belief, Millennials are interested in wine—but only if it’s cheap. Recently, a Napa Valley grape grower blamed Millennials for their “lack of participation” in the wine industry. But with young drinkers continuing to fuel the alcohol industry during quarantine, it only proves that Millennials are actually drinking more. Pre-pandemic, YPulse found that Millennials’ favorite alcohol brand were wine labels. Young consumers even cite wine as something they can’t live without while in quarantine. According to a Mintel survey from last year, 75% of 24-39-year-olds said that if they had extra money, they would spend more on inexpensive wine. (Wine Enthusiast Magazine, NYTimes)