This week the Wine Spectator ran an interesting story called “Forecasting Wine’s Future.” The author believes that the large Millennial generation (ages 21 to 34) will shape wine’s future. While he doesn’t always support his thesis–and I hate to see older folks dismissed once more–the trends themselves are real.
What is clear to me is that Americans of all ages have become more sophisticated about wine. As they’ve become more confident, they’re making bolder, and sometimes wiser, decisions.
Here’s the link to the story (www.winespectator.com/webfeature/show/id/48776) and the main points:
1. Dry Rosés are no longer just a summer pleasure. Their popularity has soared, and they’re now turned to year-round.
My take: While Rosés scream summer–and Thanksgiving–to me, they’re lovely and extremely versatile no matter what the season. If you like them, by all means serve them year-round with appropriate dishes.
2. Sparkling wine has experienced phenomenal growth and is no longer only a special- occasion wine.
My take: As a sparkling wine lover, this brings me great joy. The wines are festive, versatile and lively, and many are reasonably priced. They turn every day into a special day.
In my experience, with the right stopper, sparkling wines often stay sparkling for days. A bottle doesn’t have to be finished in one fell swoop.
3. This young generation is buying more imported wine.
My take: Why not?
4. Americans are experimenting with more grape varieties.
My take: Again, why not? There are hundreds of varieties and blends to explore, and many delicious wines to discover.
5. Alternative packaging such as boxes, TetraPaks and other environmentally friendly containers are gaining ground.
My take: I’ve been writing about this trend for years. It’s great that wine lovers in the U.S. have become more environmentally conscious and that they’re catching up with the rest of the wine-drinking world. These containers also tend to be convenient–easier to use and carry than bottles. And I’m all for easy.
It’s comforting to know that at least where wine is concerned, the U.S. is heading in the right direction.
Sharon's Wine Line 
Thanks, Sharon for the always informative posts.
xxx L
It drives me crazy that people dismiss us. Yes, youth is,the future, but we are the here and now.
Tomorrow I’ll send you an interesting stat to prove it.
Cheers,
Marsha
Sent from my iPad
Marsha, I feel exactly the same way you do. It’s so short-sighted and just plain stupid to overlook us. Not to mention tiresome. I look forward to your stat.
According to the latest survey from Wine Market Council there are about 100 million wine drinkers in the U.S. of which 57% are “core wine drinkers” (those who drink wine at least once a week)…. While all eyes and hopes are on the Millennials, the largest group of core wine drinkers is actually the Baby Boomers, who represent 40% of the core wine drinker market, compared to 28% for Millennials
While it may be true that “the large Millennial generation (ages 21 to 34) will shape wine’s future” when the Boomers and the Gen Xers are gone, the Boomers and the Gen Xers are shaping it now. The author supports only one of the five points he makes with an appropriate statistic. I hope others will notice this shortcoming in the story too.