US predicted to add 16 million new wine drinkers in next ten years
By 2025 there will be 109 million wine drinkers in the US, up from 93 million today, according to a new report from Wine Intelligence.
The 17% uplift will be driven by a combination of generational and demographic changes, Wine Intelligence’s Future Wine Consumers in the US Market 2015 Report says.
At present, 40% of the adult population drinks wine. By 2025, that will be 44%.
The report focuses on the post-Millennial generation, born in 1995 or later, who are beginning to reach legal drinking age.
Research suggests this cohort, dubbed the “Next Generation”, is more entrepreneurial and money-driven, but also less adventurous.
Some 60% of them would prefer a cool product above a cool experience, compared to 44% of Millennials.
This young generation will constitute 21% of total regular wine drinkers by 2025, Wine Intelligence predicts.
At present, 57% of them professed to be keen to learn more about wine when they are old enough to drink.
Richard Halstead, chief operating officer at Wine Intelligence, said: “The future of the US wine market is really worth exploring in some depth.
“Whether one likes it or not, the fortunes of the world wine industry are indelibly linked to the behaviour of the American wine drinker over the next decade.
“The USA is the most valuable market for wine on Earth, and our report shows that changing population and cultural norms are likely to mean that it will consolidate its top ranking over the next years.”
US wine sales were up 1% in 2014 to some £25 billion, representing around 375 million cases.
It has been the largest consumer of wine in the world since 2010.
At present, California wines have a 60% share of the US market, accounting for 225 million cases.
E&J Gallo alone has a 22% share of total volume sales in 2014.
The Future Wine Consumers in the US Market 2015 Report is available from Wine Intelligence at a price of £2,000.
The report is based on Wine Intelligence’s proprietary Vinitrac data gathering and analysis tool.
Respondents to the survey included 4,187 US regular US wine drinkers interviewed in March and August this year, 2,001 regular US wine drinkers interviewed in October, and 200 US young adults aged between 16 and 20, also interviewed in October.