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How Millennials Reshaped the Wine Industry

Angelo Franco

As Millennials make their move out of college and into the workforce, their drinking habits also change. They opt for the sophistication often associated with wine—as well as cocktails and craft brews—over the party favors of liquor and mass-produced beers.  In addition, Millennials apparently do not need a special occasion to drink wine; rather, they find drinking wine to be a social activity as well as a relaxing one, such as when cooking or watching television.  The reverberation of this is that while Millennials are paying less for wine than their Boomers counterpart because of socioeconomic reasons.

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