American Millennials and Champagne

by Eve Resnick on November 18, 2008

in General

Is Champagne the same as sparkling wine? Don’t take the Millennials for dummies: they can tell the difference. This information and more comes from a study conducted by Sonoma State University through a few focus groups of Millennials, composed of 21 men and 25 women.

Let’s forget about the 9 out of the 47 participants who dislike bubbles in a wine and wouldn’t buy Champagne or sparkling wines. 5 of them knew that all sparkling wines are not Champagne – a minority. A majority of them perceived Champagne as more expensive than sparklers.

The blind tasting gave even more significant conclusions. 21 Millennials preferred a Spanish cava (priced $10-$12). The US sparkling wine was the favorite of 16 Millennials at the same price as the Spanish wine. The Champagne, more expensive and certainly more complex, was the favorite of 10 Millennials.

How often do they drink Champagne? 57% drink it only on special occasion while 21% said they drank it once or twice a month and 22% almost every week.

This is, of course, a very partial study, conducted only in California. It can’t be extrapoled to all American Millennials but considering the focus groups were certainly significant, it gives us the major trends: Millennials don’t really differentiate Champagne from sparklers, they enjoy simpler and sweeter sparkling wines and drink it very occasionnaly. I must say I’m a little skeptical to read that 22% of them drink Champagne once a week: they must have a big wine budget, cocnsidering the price of Champagne in the US! But maybe I’m just jealous!

{ 1 comment }

1 wine January 13, 2009 at 4:45 am

I agree about the differences of Champagne’s. The price has gotten so high that other considerations are necessary. There is a growing number of Sparkling Wines that are more reasonably priced.

Cheers,
Steve

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