Millennials are driving premiumisation in the wine trade, but producers are struggling to take advantage of increased demand, according to Rabobank.
Newcastle Brown Ale is building on its growth in the US with an irreverent new campaign, calling on small brands to club together to pay for a Super Bowl ad.
Millennial drinkers are shunning the self-proclaimed “King of Beers” in favour of craft, with shipments outnumbering those of Budweiser for the first time.
Parental drinking habits are the most important factor in developing regular, interested wine drinkers under the age of 35, it has been claimed.
Bacardi has invested millions of pounds on a new marketing campaign to connect with millennial consumers and promote its brand within the UK market.
The wine industry is “losing touch” with Millennial consumers according to a recent study by Wine Intelligence.
American wine giant E&J Gallo is to give its “premium” vodka brand New Amsterdam a big push in the UK.
Both Millennial drinkers and the ongoing popularity of Prosecco have led US consumers to drink more Italian wine than the Italians.
Millennials are drinking more wine than previous generations of young consumers, which is forcing the wine industry to rethink its marketing approach.
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