This is fascinating!! As someone who has a deep appreciation and love of wine and someone who drinks it daily in moderation, I would rather not drink at all if I didn’t have wine. It is simply the most lovely and alive beverage, the earth could gift us! :) thank you for reigniting my passion!
Has anyone looked at when the baby boomers adopted wine as their beverage of choice? I find that most people go through a progression of trying different beverages throughout their youth but will usually find wine through maturity and professional development. For instance, it no longer becomes cool to drink beer or cocktails at a business dinner or a romantic dinner. Perhaps these younger generations have not reached that point in their maturity as other generations have. I remember it was just a few years ago when the industry was jumping up and down saying that Millennials were adopting wine as their beverage faster than any other generation had before, that never seemed to materialize. I am not suggesting that the industry does not need to do a better job on all the points you made, but I also think we need to be careful not to create mass hysteria and panic.
This was very insightful! I have noticed the shift towards hard seltzer, cocktails, and mocktails. The information you shared made me realize that seeing a millennial drink wine is a rare occurrence.
Weed I haven’t considered at all before, but that’s because it’s not leagal yet in Finland, so that was very eye opening. Cocktails are trendy, so it might calm down. Long term this is of course open for all and very interesting to see where it goes. Most likely polarization will happen in wines too, so bulk cheap and high quality will do ok, but middle ground hit hardest.
This is fascinating!! As someone who has a deep appreciation and love of wine and someone who drinks it daily in moderation, I would rather not drink at all if I didn’t have wine. It is simply the most lovely and alive beverage, the earth could gift us! :) thank you for reigniting my passion!
Has anyone looked at when the baby boomers adopted wine as their beverage of choice? I find that most people go through a progression of trying different beverages throughout their youth but will usually find wine through maturity and professional development. For instance, it no longer becomes cool to drink beer or cocktails at a business dinner or a romantic dinner. Perhaps these younger generations have not reached that point in their maturity as other generations have. I remember it was just a few years ago when the industry was jumping up and down saying that Millennials were adopting wine as their beverage faster than any other generation had before, that never seemed to materialize. I am not suggesting that the industry does not need to do a better job on all the points you made, but I also think we need to be careful not to create mass hysteria and panic.
Thank you for sharing all of that great information! i love that you got such a huge response.
Excellent work! And a real eye-opener.
I echoed with an article and I share the link in it:
Here's my article:
https://www.linkedin.com/posts/randy-lee-6b706740_we-need-changes-in-mindset-we-need-think-out-of-the-box-activity-7181549505048113152-7DAM/
Thank you for coming up with such a meaningful research!
This was very insightful! I have noticed the shift towards hard seltzer, cocktails, and mocktails. The information you shared made me realize that seeing a millennial drink wine is a rare occurrence.
Your research reminded me of this Yellowtail case study. Basically they believe your first point is a MAJOR reason - wine is too confusing and too hard to find something that tastes good. https://www.blueoceanstrategy.com/teaching-materials/yellowtail/
Great insights and lots of different perspectives.
Best read about the subject I’ve seen 👍👍
Weed I haven’t considered at all before, but that’s because it’s not leagal yet in Finland, so that was very eye opening. Cocktails are trendy, so it might calm down. Long term this is of course open for all and very interesting to see where it goes. Most likely polarization will happen in wines too, so bulk cheap and high quality will do ok, but middle ground hit hardest.