World 's Biggest Wine Consumption Market, Beating France Into Second Place

1114 Words Apr 27th, 2016 null Page
In 2012, the United States became the world’s biggest wine consumption market, beating France into second place. U.S. consumers bought 29.1 million hectoliters of wine in 2012, while French consumption was 28.1 million hectoliters (International Organization of Wine and Wine, 2012). Unlike downward trend happens in Europe. U.S. consumers tend to appreciate wine more and more (Hamaide, 2014). The biggest part of US wine consumption is driven by Millennials. Younger drinkers are thirstier than older oenophiles, drinking 3.1 glasses per occasion, compared to 2.4 for Gen Xers and 1.9 for boomers. (Schepp, 2016). They clamor for diversity in regions and styles more than ever (Wine Marketing Conference, 2015). Also, millennial’s fast spreading wine culture makes the fast growth of wine. According to the O 'Donnell (2016), millennials who drink wine, more than 50 percent of them talk about it on Facebook, with more than a third using YouTube, Twitter and Instagram for wine-sharing purposes. As a result, companies like Starbucks offers wine, also, delivery apps like Drizly and Minibar are connecting traditional retailers with new wine drinkers. As wine culture is fast growing, customers want to experience wine directly and travel wineries and wine-growing regions. Wine tourism has been defined as “travel for the experience of wineries and wine-growing regions and their links to local lifestyle” (Dowling 2001). This construct of wine tourism also encompasses the visiting of wine…

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