According to research by IWSR, the consumption of wine by the American people had gone drastically down marking the lowest for the first time in the last 25 years. The research which estimated the trend about the wine, spirits and beer consumption disclosed these findings.
It also says that this decrease is due to the preference of lower-calorie and portable alcoholic drinks like hard seltzer by the American people.
One growing sub-category is sparkling wine, used in cocktails like an Aperol Spritz. Americans consumed 4% more of the bubbly stuff in 2019 compared to a year earlier. But the larger “still” wine category dropped 1.5%, bringing the total volume of wine consumption down by nearly 0.9%, the data show.
“Generational shifts in consumption have been a major concern as baby boomers age out and millennials show more of a preference for spirits and hard seltzers,” IWSR chief operating officer Brandy Rand said.
“This indicates that more premium wine products are doing well and driving value growth in the category,” Rand said.
“People want to know what they are putting in their bodies. They are paying attention to quality and are willing to pay for quality,” she added.
“Brands are more fun, labels are easier to understand and they are resonating with people who want to understand what they are drinking, versus being intimidated looking at a wall of wine that all looks the same,” Rand said.
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