Where do tech-savvy millennials buy wine? Not online, Cal Poly study finds


Millennials, typically defined as those born between 1982 and the early 2000s, are known for being adept at using technology, whether it’s a smart phone, gaming console or social media.

When it comes to wine purchases, however, this younger generation (those of legal drinking age) prefers to buy bottles at the grocery store, according to a wine study published by Cal Poly’s wine and viticulture department and the university’s agribusiness department.

“The thing that was surprising is that everyone thinks the millennials will be online,” said Marianne McGarry Wolf, head of the wine and viticulture department and a co-author of the study. “For them, it’s a new experience, and they want to try new wines. There’s also the shipping costs of buying wines, and they tend to be more cost-conscious.”


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