Millennials are known for their unique lifestyles and habits other people may find odd, but the fact is that they define a lot of things today – especially the wine industry. The way they consume this beverage is more than just picking a random bottle of wine – it’s a millennial philosophy that needs to be properly deciphered. Just keep on reading and find out how millennials are changing wine these days!
How much wine do millennials drink actually?
Yes, the fact is that millennials drink a lot of wine these days, but no one could imagine that they actually drank 42 percent of all wine in the United States in 2015. That’s an average of three glasses per sitting, which is far more than any other age group in the US. When it comes to gender differentiation, women are in the lead – about 57 per cent of all wine was consumed by the ladies in the United States in 2015. We also have to say that wine sales in this country are slowly approaching $62 billion annually, which means that millennials only spend approximately $26 billion on this divine drink every year. When it comes to Australia, experts claim that there’s been a significant change – millennials switched from reaching for $4 coffees and smashed avocado to consuming much more wine than before. In fact, they are willing to spend more money for a bottle of wine now – instead of the usual $10, they are spending $15 or even $20 nowadays. These two markets, American and Australian, are obviously in the lead when talking about millennials’ wine consumption. On the other hand, there are the United Kingdom and China, where growth is noticed, too, but to a far lesser extent.
How are they changing the wine selling game?
Millennials are drinking a lot of wine, so, as a consequence, they’re actually changing the way wine is sold. As already stated, Australian millennials are willing to spend much more money than before on a single wine bottle, and people say that it’s because they can’t afford some luxurious things, like an expensive car, but they certainly can get a nice bottle of wine to share with their friends over lunch. Of course, everyone knows that these people are more than forward and innovative when it comes to their beliefs, attitudes, and opinions, and what’s even more important – they’re tech-savvy. This is exactly why winemakers had to change the way they sell wine. Some of the most millennial-friendly inventions were wine delivery and wine sold in a can, which were embraced by these people who are always thirsty for something new. One of the most popular stores in Australia that does wine delivery is a bottle shop in Haymarket. They offer different kinds of wine, from champagne and premium red wines to fantastic rosé and white wines. Apart from that, millennials are into organic wine as well, which inevitably led to a boost in the organic wine market. Their lifestyle and embracing healthy habits, including organic foods and beverages, contributed a lot to changing the wine-selling game, which is why the producers decided to keep up with their loyal customers’ wishes and requests and turned to producing organic wine.
A millennial philosophy behind drinking wine
Even though people often perceive millennials’ habits as something unstable that’ll pass sooner or later, the fact is that they’re likely to stick to a particular trend if they think it’s worth it. They used to worship unicorns, kale smoothies, and Instagram, which is still the case with many of them, but wine is now one of their major obsessions. It can be explained by them growing up, as it’s known that millennials grew up in a completely different wine culture than baby boomers. Wine revolution of the 1970s and 1980s has radically changed their way of life, and grocery stores were full of fine French wines back then. The fact is that wine was a part of their day-to-day lives, and not a luxury. As they were raised in such a wine culture, it’s completely obvious that, when they come of age, they will continue drinking wine in the same way their parents did. Of course – in a much different and extravagant way that includes a lot of novelties and innovations, because that’s what millennials are known for.
As you can see, millennials are responsible for a lot of changes in the wine industry, thanks to their specific habits, wishes, and demands. Needless to say, winemakers are doing everything they can to fulfil their needs, which results in an impressive rise of this industry. Of course, millennials can be blamed for this rise, and we’re sure that wine producers are more than happy about that!l
