- Wine experts say that the U.S. market is increasing due to an upswing in interest in fine wine and increased product launches, according to Beverage Industry. Additionally, imported wines outpaced domestic through 2015 and the first half of 2016.
- Danny Brager, Nielsen’s senior vice president of beverage alcohol, said sparkling wines are growing at double-digit rates.
- IBISWorld’s April 2016 “Wineries in the US” report revealed that the wine industry registered a 1.9% CAGR from 2011 to 2016. The market research firm predicted growth will slow during the next five years.
Millennials are contributing to increased sales of higher-end wines and wine blends, according to studies and experts. Neil Anderson, director of Kingsland Drinks, a UK wine and spirits supplier, said the 18- to 32-year-old demographic enjoys sweeter profiles. Their flavor preference has contributed to a recent spike in sales of fruit fusion and sparkling drinks.
Many wine producers are trying to tap into these flavors and increasing supplies of the beverage on grocery shelves in retailers like Costco, Safeway and Harris Teeter in states that are allowed to sell it. Millennials also are drawn to authenticity and the sense that wine has real people and history behind it. They enjoy consuming a bottle after work and going to wineries with friends. The number of wineries in the United States has grown steadily, rising from 6,357 in 2009 to an estimated 9,091 this year, according to Statista.
A look at Pinterest shows just how much millennials enjoy their wine. The social media site is full of photos of wine bottles and glasses. Many of the generation also are commenting on favorite wines on Yelp and other sites.