The wine industry is “losing touch” with Millennial consumers according to a recent study by Wine Intelligence.
Both Millennial drinkers and the ongoing popularity of Prosecco have led US consumers to drink more Italian wine than the Italians.
Wine consumption in Italy, one of the world’s largest producers, has hit a record low, with consumption per capita at its weakest since Italy was unified in 1861.
Pernod Ricard UK turns the spotlight on its premium wines to bridge the gap between shoppers who are willing to trade up on wine, and those who actually do.
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