According to a new research from the industry nonprofit Wine Market Council, detailed in Wine Spectator: millennials drank 42 percent of all wine in the U.S. last year, more than any other generation. The report found that millennials, defined as the 79 million Americans ages 21 to 38, drank 159.6 million cases of wine in 2015—an average of two cases per person. But only 4% of Millennials drink only wine (not beer or spirits) several times a year or more. From the wine production side, only three US wine companies create 71 % of the national sales value: E&J Gallo, Constellation, Treasury. The country has surpassed France as the world’s foremost wine consumer, with average annual consumption of 12 liters per person.
Furthermore, the wine imports are destinated to grow at mid-term. Italy is now the first exporter (31% in value) to the US market before France (20% in value) while the US wine production is slowing down of 4,2 % regarding the last two vintages. IWSR estimates that the US wine consumption is expected to grow by + 5,6 % up to 2021 while the last 2017 Mordor report indicates that the global wine market is currently valued at USD 304 billon and is expected to reach at USD 380 billion by 2022, at a 3.4% CAGR.
Most of the Italian and French wineries are concentring their efforts in marketing promotion and business developpment in the two major areas: New York city and around, California. In fact, as explained by Roger Voss, a Wine Enthusiast journalist during the first Vinovision fair in Paris, the potential value is also out of there especially if we talk about the new generation of wine drinkers, the Millennials. In addition, the on premise segment is under significant pressure from a variety of corners, and where the impact of grazing across categories by Millennials in particular is most prevalent. Their interests are focused on sports, photography, live events, music, fashion, food…and eventually wine.
On the other hand the top US states for millennials ages between 25-34 in 2010 are essentially: Utah, Nevada, Idaho, Arizona, Texas, Oklahoma, Oregon, Washington, Nebraska, Colorado. This decreasing ranking has been elaborated on the percent change from 2000 and 2010 basis. Utah (36,3% change) is the first ranked state with 445,687 millennials while Texas (14,3%) is the fifth state with 3,613,473 millennials. There are 77 million Millennials living in the US, 24% of the total population. 42% are of African, Asian and Hispanic heritage.
WTBA Consulting proposes to help the wineries to develop their international markets and to reach breakthrough results. Our clients are French and Italian wine producers, public bodies and cooperatives.