The New Consumer: Gen Y thirsts for wine knowledge

The New Consumer: Gen Y thirsts for wine knowledge

Retailers should step up their educational efforts now that the youngest Millennials have turned 21

Comprising about one-fourth of U.S. adults who are 21 and older, Millennials drink a disproportionately large amount of beer and spirits — drinkers ages 21 to 34 threw back 35% of all beer consumed in 2015 and 32% of spirits — according to Nielsen’s Beverage Alcohol Group.

Only 16% of wine-drinking Millennials indicated that they were extremely or very knowledgeable about wine.

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