According to GlobalData’s 2018 Q3 survey, non-wine drinkers are more common in millennials compared to previous generations, with more than one in ten (11%) millennials claiming to never consume it.

This may seem like cause for concern for wine producers, however, there are interesting trends when considering the consumption occasions across generations that may present an opportunity for brands.

In certain scenarios, self-reported consumption is more common in millennials compared to global averages (GlobalData’s 2018 Q3 survey). This illustrates that, if marketed correctly, a wine product could still resonate with millennials and the way that they drink it.

Figure: GlobalData 2018 Q3 survey “When do you drink wine?” Credit: GlobalData.

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