Forget the Beer Mile. For millennials, it’s all about Pilates and Pinot.
According to the latest report on the U.S. wine market from the Wine Market Council, the now fully legal (as of January) millennial generation is having a major impact on the world of vino.
Last year alone, the 79 million millennials (between ages 21 and 38) consumed 159.6 million cases of wine, Wine Spectator reports. Not only is that more than any other generation, it’s 42 percent of all the wine consumed in the country.
Millennials are drinking 42 percent of all the wine consumed in the U.S.
They’re also willing to spend more: The Wine Market Council found that 17 percent of all millennial wine drinkers bought a bottle costing more than $20 in the past month (compared to just 10 percent of all drinkers and 5 percent of Baby Boomers). And unsurprisingly, when this generation drinks wine, they like to talk about it: 50 percent do it on Facebook, and more than a third use Instagram, Twitter, and YouTube for wine-sharing purposes.
What could be behind the sudden wine obsession? As we reported yesterday, millennials are actually a work-hard, play-hard pack (ignore the stereotypes). As healthy lifestyles continue to take prominence over booze-fests and chugging competitions, we’d like to think that young people are more likely to grab a bottle of antioxidant-packed Merlot than Miller Lite. (Why go for gluten-heavy beer and hangover-guaranteed liquor when you can sip organic wine?)
And just as it’s now a point of pride to share your workout allegiance with the world (as the sold-out SoulCycle x Target collab proved yet again), the influential generation considers drinking vino a badge of honor.
“Wine drinkers are beginning to sort themselves out,” John Gillespie, president of the Wine Market Council, said at his presentation of the council’s findings, according to Wine Spectator. “It’s the self-identification of, ‘Yeah, I’m a wine person.'”
Pass the #Prosecco, please!
Defaulting to healthier-sounding wine doesn’t necessarily guarantee you’re making the healthy choice, though. Brush up on these organic wine facts and myths before uncorking a bottle.