Wine industry badly needs to attract millenials, new report finds

Jan. 19 (UPI) — Millennials are turning clear of wine, a brand new report on the state of the industry reveals, leaving business executives on the hunt for a brand new approach to market the beverage to younger customers.

The 2022 State of the Wine Trade Document, issued Wednesday via Silicon Valley Bank, reveals that folks over 65 are the demographic through some distance most likely to make a choice wine over different choices. Younger drinkers are increasingly more drawn to competing alcoholic beverages — beer, spirits, and spiked seltzers.


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