THE US WINE MARKET IS DOING WELL DESPITE THE CRISIS, BUT IN THE FUTURE WILL HAVE TO ENTICE THE NEW GENERATIONS AND DEAL WITH MAJOR ENVIRONMENTAL ISSUES, SAY WINE OPINION LEADERS SURVEYED BY THE UNIVERSITY OF CALIFORNIA AT DAVIS

Even during the worst of the economic crisis, wine sales in the U.S. have resisted, especially fine wines, but the challenge for the coming years is always the same: to win the younger generations - "Millennial" and "Generation Y" - which in a few years will be working on the market. So, this is the wine world seen through the eyes of 28 leaders of the most important companies and 110 opinion leaders in the U.S. It is the focus of two studies that Professor Robert Smiley of the University of California Davis, does each year, taking a snapshot of the sentiment of the US wine lead role players.

But, in addition to the hopes, there are also many doubts, especially about what the world will look like in the next decade, in relation to climate change, the environment and the rules that govern exploitation, and even the availability and cost of labor, land and water. What they do hope for in the coming years, is that consumers raise the quality of their consumption, thanks to a quality / price ratio that, especially in California, is destined to improve continuously.
The most popular varieties will be Chardonnay, Sauvignon Blanc and Pinot Grigio for white wines, and Cabernet Sauvignon and Pinot Noir for the reds.