W.E. : " 13 Things Millennial and Gen Z Wine Pros Say Will Reach Young Drinkers "

" In January, the 2023 State of the Wine Industry Report was released by Silicon Valley Bank, a longtime analyst of the wine industry in the U.S. While the report was chock full of data, what stood out to many (including Eric Asimov at The New York Times), was that the greatest loss in consumption share is with young wine drinkers– consumers aged 21 to 40, i.e. millennials and Gen Z-ers. Conversely, the biggest growth area was among those over 60—meaning Baby Boomers. "