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More Americans turning to wine, says Wine Intelligence

Published:  15 October, 2014

More Americans than ever are drinking wine on a regular basis, with those consuming wine at least once a month having increased by 40% to 91 million in the past five years.

More Americans than ever are drinking wine on a regular basis, with those consuming wine at least once a month having increased by 40% to 91 million in the past five years.

US wine drinkersMore Americans are choosing wine, says Wine IntelligenceMore US consumers are drinking wine on a regular basis, although there is no room for complacency, says Wine Intelligence.

This growth is in tandem with a 17% increase in sales volumes between 2009 and 2013 according to a Wine Intelligence report out today. And it is the so-called Millenial generation - those under 35 - who are embracing the wine category most wholeheartedly, while wine drinking is also on the increase among minority groups such as Hispanic Americans.

However, it would appear that newer wine consumers tend to consider wine as just one of a number of drinks that they consume, alongside beer, cider and cocktails. While Americans are now drinking wine more frequently than ever, the rate of growth appears to be slowing, and per capita consumption remains less than half of that of a typical European market.

"The fortunes of the global wine industry are now closely linked to the US market, which remains the world's largest, most active and showing robust growth in terms of wine drinking population," said Wine Intelligence chief executive Lulie Halstead,

"However the warning signs are there that other categories are not going to stand by and let wine steal the show. The consumer's mind space is finite - as are their drinking occasions and budgets - and craft beers, ciders and cocktails are currently doing an excellent job. America remains the land of opportunity for the wine category, but there's no room for complacency."

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