The New Wine Customer

Millennials

The US wine market is evolving rapidly, as a new generation of wine customers are making their voice heard through their purchases. The Millennials have embraced wine as a preference among alcoholic beverages in a generational trend not seen since the Baby Boomers. But unlike older generations, Millennials have an adventurous approach to purchasing, seeking out products and packaging that meet their active lifestyles and social needs with the focus on quality, value, flexibility, trends, and environmental impact.

Baby Boomers

The first modern generation of wine drinkers, Baby Boomers, is grabbing headlines as they move into their golden years. Baby Boomers are seeking to celebrate their accomplishments through convenience mixed with healthy lifestyle choices, and wine continues to be a big factor in their choice of an alcoholic beverage.

Their increased purchasing power has not diminished their need and desire for everyday drinking wines, and innovations in regards to convenience and accessibility in packaging are becoming key factors in their purchasing decisions: older hands are having harder times with corkscrews and corks. The success of the screw cap and fine wine cask are testaments to their openness to new convenience packaging.

Furthermore, the convenience of a fresh wine of glass every time any time is increasingly more important for wine customers of all ages and generations. That, combined with the value boxed wines provide, and the greener aspects of boxed wine packaging, are all key benefits of boxed wine that are meshing with the changing needs and desires of the US wine market.