An Obama generation of wine drinkers?

by Eve Resnick on January 14, 2009

in General

According to Decanter correspondent Howard G. Goldberg in New York, the wine industry puts a lot of hope in the new generations of wine drinkers, those who are influenced by Obama. “In the same way that Obama exploits the Internet to advance his agenda, Millennials and Generation X members are more likely than other generations ‘to be seeing information on wine using the Internet,’ Gillespie [head of the Wine Market Council, a Napa Valley-based trade research association] said.”

This optimism is justified by a new study conducted by the Columbia University Business School Wine Society with Philippe Newlin on the Wine Trends Among CBS Students. 43% buy 1 bottle a week while 20% buy 1 to 3 bottles a week.Almost 100% of them think wine is not too expensive and would like to know more about wine. For 85%, wine has a sophisticated image, but not snobbish or elitist. Last but not least, 82% see themselves increasing their wine consumption, 47% collecting wine and 51% building a wine cellar.

This short extract of the study show that young, educated and urban Millennials have a very positive attitude towards and opinion of wine. Of course, the limits are obvious: it is difficult to extrapolate from the answers of a limited panel of young students to all young Americans. But the trends are going in the right direction.

{ 4 comments }

1 Jeremy January 14, 2009 at 6:45 pm

I too think one should be careful of drawing too many conclusions about millenials from this survey.

The number of participants is relatively small at only 162 students. Moreover, the data is likely skewed due to selection bias. For example, 58% of the particiapnts say they have taken a wine class, which makes sense if you are dealing with students in a wine club.

It is not clear how the survey was administered–at least from one I saw–so we don’t know if this was a random sample, etc.

The figures are interesting nonetheless, thanks for sharing.

J

2 Evelyne Resnick January 14, 2009 at 7:08 pm

From what I read, it is a survey of 162 students: 93 male and 69 female, aged 23 to 34. It is a very limited sample and there is no information on how they selected the students.

3 David March 2, 2009 at 8:54 pm

check out the infinite monkey theorem in Denver. An embodiment of the answer, as far as I can tell

4 Evelyne Resnick March 3, 2009 at 9:52 am

Thanks for the info, David. To get more detail on the Infinite Monkey Theorem Winery in Denver, go to:
http://blogs.westword.com/cafesociety/2009/03/the_infinite_monkey_thereom_wi.php

This urban winery is indeed a very interesting concept and should appeal to the Obama generation of wine drinkers.

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