US millennials now the biggest group in the largest wine drinking country

A report from the Wine Market Council suggests the USA is experiencing a surge in wine consumption driven by millennials, who drank 42% of all wine in the US last year. Defined as those aged between 21 and 38, millennials are now the largest wine-drinking demographic in the US making up 36% of all US wine drinkers. In 2015, millennials overtook 51 to 69 year-old Baby Boomers at 34% for the first time, pushing Generation X – the group aged between 39 and 50 – into third place at just 18%. Another report by Vinexpo in partnership with the IWSR, shows the US is the world’s biggest wine consuming country, ahead of France and Italy.