Millennials are changing the way wine is being bought and sold today. A study conducted by the Wine Market Council, stated that millennials drank 42% of all the wine in the United States in 2015, an average of three glasses per sitting to be exact. Additionally, overall, women consumed 57% of all wine in the U.S. during that period. As a result, winemakers have had to change the way they sell wine, mainly due to the increased influence of technology. Business Insider reports that millennials demand on-demand wine, resulting in wine delivery and check-in apps.
There is an increasing health consciousness in millennials today. They are almost obsessed with living a healthy lifestyle and consuming organic and natural food and beverages. Therefore, the wine industry has had to boost its organic wine market. Wine carries several benefits. It can lead to longer life expectancy, reduce cancer risks and improve cardiovascular health. Life hack reports that people who drink two to seven glasses of wine per week are less likely to be diagnosed with depression. Thus, it is evident why millennials are consuming so much wine today.
However, Jacob Jacobeit, head sommelier of Batard restaurant in New York, lamented the fact that few millennials took the time to understand why certain wines are greater than others. He believes that this generation need to learn to distinguish the difference between “being excited about wine and wine that is genuinely exciting”. Taylor Parsons, wine director of Republique in Los Angeles, attributed these knowledge gaps to millennials’ incessant search for the next “cool thing”. They won’t be persuaded to buy wine based on awards and critiques, but by stories and personal connection.
Fortunately, producing a wine list designed to please millennials should prove to be cheaper than expected. According to Wine Opinions, they spend less money per bottle than their older peers. Studies show 79% of regular millennial wine drinkers in the U.S. bought wine in the $10-$15 range.