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.