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Millennials dominate US wine, says study
People aged between 21 and 38 are now the largest wine-drinking cohort in the US, a study from the Wine Market Council has found.
Millennials now make up 36% of all US wine drinkers, overtaking ‘Baby Boomer’ 51-69 year-olds at 34% for the first time, the WMC survey found.
Generation X – the group aged between 39 and 50 – have been pushed into third place, at just 18%.
The research also found that the average Millennial drinks 3.1 glasses of wine per session, while Gen-Xers are in a close second at 2.4 glasses. Boomers have only 1.9 glasses per session.
Overall, the US consumed 2.5% more wine in 2015 than it did the year before, and the average consumption per American was around 20 bottles annually, the WMC said.