There are still quite a few “untapped markets” in the business world:housewives who do aerobics at home is still an untapped market…pet owners who cremate their deceased animals has yet to realize its full potential….and certainly convincing young adults that drinking wine is “cool” has GOT to be one of the last great frontiers in marketing. Why? Because it’s a past- time that has yet to come of age.

In the United States it’s almost a forgivable sin. In the 20 – 25 year-old age group most young adults still drink beer. And a large percentage of that number is still drinking with the intent of getting drunk. But in a lot of other worldwide locations where wine is accepted and typically consumed with the mid-day or evening meal, the lack of new wine-drinkers is an odd paradox. In fact, according to an article in Wine.com in a study of 100 occasional wine drinkers aged 20-25 (20 each in London, Paris, Brussels, New York and Tokyo), focus group participants said they are curious about wine, but deterred by too many choices and styles, complex labeling and an image that many young professionals consider “stuffy.”