U.S. winemakers are seeing more demand from young ‘Millennials’. In 2012 Millennials drank 25.7% of wine by volume – higher than the global average of 20.6%. This figure is still far lower than the 41.4% of volume consumed by those 55 years and older, however there are currently 62 million Millennials of drinking age and in two years there will be an additional 8 million. Wine producers are changing the types of wine they produce, the price points, marketing strategies, and packaging they use all to appeal to this newest generation of drinking age.
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