There’s no question that today Millennials (20- and 30-somethings),
more than any other age group, are influencing the wine industry big time. From
the styles and varietals they drink, when and how much they consume, and even
how they buy it, their impact is huge. They’re much more willing to try new
offerings and varietals and their love of rosé is putting this style through a
renaissance. Not surprisingly, young women are at the forefront of this
revolution. And unlike older generations who would enjoy a glass of wine only
with dinner, millennials will sip numerous glasses anytime, even while watching
TV. Winemakers are certainly noticing that Millennials are the leading group of
wine consumers today.
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