Millennials bring diversity to the wine world


Wine once was seen as a beverage mainly for a few old men with long memories and longer beards. Today, the young drive the bus — and there are a lot of them.

Thanks to Millennial wine buyers, we are seeing so many different wine types, styles, and blends that it’s nearly impossible to keep up. Which is all to the good for the industry.

Wine shelves everywhere are filled with more wines than ever before, sales are up, and the bulk market is still healthy with a lot of wine for sale. This all comes about six months after a banking industry report that forecast a worldwide wine shortage. (Only days later, that report was proven to be utterly false.)

The signs are everywhere. Red-wine blends now take up more shelf space at wine shops and specialty markets than I have ever seen. Chardonnay still is tops in the checkout line, but Pinot Gris, Sauvignon Blanc, Cabernet, and sparkling wines are closing ground.


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