WHY IS WINE SO POPULAR IN THE US? HISTORICALLY, IT’S THE WINE LOVERS, WHO STILL LEAD WINE PURCHASES TODAY. BUT, THERE IS AN EPOCH CHANGE IN THE NEW GENERATIONS, AS THE MILLENIALS ARE STARTING TO LEAD WINE CONSUMPTION

The reason wine is so popular in the United States and continues to grow is actually due to two well-defined consumer categories - wine lovers and the Millenial generation - about which volumes have been written and more will continue to be written. Women have always been the driving force of growth in the US. Up until a few decades ago wine was not really an option to the average consumer, who preferred spirits and beer. The female audience, instead, has brought wine into the American homes, and today is still the prime buyer.
The US portal "Wine Industry Insight" (www.wineindustryinsight.com) report on data from "Harris Poll Online" reveals that the percentage of those who buy wine is much higher among women. In the range of women between 55 and 64 years old, 70% of women and 65% of men buy wine, while in the 45 to 54 year old range 70% of women buy wine, while only 60% of men make wine purchases.
The epoch and historic change in US consumption comes with the next generation, those between 35 and 44. They have practically canceled the distances, as 82% of women and 80% of men buy wine, while in the youngest (the super famous Millennials, between 21 and 34) the men buy 80% while the women only 70%.