Millennia’s in United States avoiding alcohol which results decreasing frequency of wine consumption.


As we all know that the US is the world biggest win market. The United States produced over 800 million gallons of wine in 2016, nearly 12 per cent of the global wine production volume. The country’s wine production is mainly concentrated in the sun-bathed Golden State of California, which accounted for about 90 per cent of entire U.S. wine production in 2017. According to Wines & Vines, there were about 9,654 wineries in the United States as of 2018. But as per the recent reports by the wine, it showed a big decline in the overall consumption habits of the American’s. If it is continued to be like this than the long American history of wine large volume production and consumption may come to an end in the long run.

The major changes in the drinking habits are seen in a particular generation called the millennial under the age of 35 as per Wine Intelligence’s involvement and objective knowledge indexes. It also speculates that there are currently 84 million adults (aged 21+) who drink wine at least once a month, which is 35% of all adults above legal drinking age. The estimate for 2015 was 88 million, and the fall comes despite an increase in the number of adults in the US. The decline is the result of a declining proportion of alcohol drinkers among all adults coupled with the decreasing proportion of monthly wine drinkers among wine drinkers (those who drink wine at least once a year).

Millennial is the young working generation and had a disposable income which makes them the highest spenders in comparison to other age groups. They are innovative has excess to all most every information and it’s easy to draw their attention that way. Due to this they are more and more aware of almost everything present in the market and are looking for more healthy options. This particular segment is more experimental and a generation who thinks out of the box. They are becoming less connected with alcohol generally, for a variety of health and lifestyle reasons. When they do choose alcohol, they now have diverse and interesting offers in spirits, beer and cider. This report should be seen as a wake-up call to our industry’s biggest and most exciting wine market.

Now the question is will this trend in the US can be seen in other parts of the world like New Zealand. Yes, the millennia’s are same everywhere and the traits declines can be seen soon other parts as well. But if we talk about the New Zealand market I think the market is already started doing its work to provide a variety of the wine which is organic in nature and tastes the same without doing any compromise in the quality of the wine.

As per the sources, our market is driven by “Quality rather than quantity drives New Zealand’s organic wine producers”. We as a clean and green country where almost 10% of producers are now marketing organically certified wines. That means no synthetic chemical fertilizers, pesticides or herbicides have been used in the vineyards, and no synthetic chemicals have been added to the wines. A recent study here, comparing organic and conventional wines, found no major chemical differences and reached no consensus about which tasted best. But according to Organics Aotearoa, organic wine producers are “driven by wine quality, rather than quantity”. And ready to provide this particular segment and all other the options which are innovative and healthy without compromising the taste and quality.



By: Dolly Bakshi.(WABA New Zealand Branch)