Young Millennial Women Are Drinking More Wine Than Anyone Else

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Young Millennial Women Are Drinking More Wine Than Anyone Else

By May Wilkerson 02/17/16

Millennials are also more eager to try wine from all over the world.

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Young Millennial Women Are Drinking More Wine Than Anyone Else
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The wage gap and social inequality aside, when it comes to drinking wine, women are ahead of the boys. And this is especially true among today’s 20-somethings. Millennials in general are dominating the wine market, according to a new report conducted by the Wine Market Council. People in their 20s and early-to-mid 30s are now guzzling nearly half the wine purchased in the US, the report found. And among frequent wine drinkers under the age of 30, women are are drinking twice as much wine as men.

Now that the youngest millennials, classified as people born between 1978 and 1995, are of legal drinking age, their wine drinking is off the charts. As a group, millennials consumed 159.6 million cases of wine in 2015, an average of two cases per person. That’s 42% of all the wine drank in the US that year, and more than any other generation drank.

And it’s not all cheap-o bodega wine, either. Today’s young people are drinking more expensive brands than their parents, according to Wine Spectator, and these brands are more likely to be sustainable and organic. According to Nielsen data, the average retail cost of a bottle of wine was $7.81 in 2015. But the survey found that 17% of millennials had spent more than $20 on a bottle in the past month, which was much more than Gen X or baby boomers were spending.

The generation known as baby boomers still make up for the most “high-frequency” drinkers, meaning those who consume the beverage several times a week. But millennials come in a close second, with 30% considered high-frequency drinkers, according to the report.

In general, women are slightly more likely to buy wine than men overall. But among millennials in their 20s, women are the bigger winos by a long shot. In 2015, two-thirds of high-frequency wine drinkers under 30 were women, the report found. Among millennials in their 30s, the gender split was even. According to a study by Nielsen, millennial women are more likely than older women to consider themselves “highly involved” in wine, which is one way of saying it.

And, unsurprisingly, over half of wine-drinking millennials said they discuss wine at young people’s favorite place to socialize: on Facebook.

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