Your age – more precisely, the generation to which you belong – largely determines what wine you buy.
That’s the conclusion of a new study that was part of a Sonoma State University Wine MBA class research project.
Respondents were given a list of reasons to drink wine, and the three top scoring reasons were “To Relax, To Socialize, and Pair with Food.”
The results were rather surprising in that Millennials scored the highest with the motivation of “To Relax,” at 74% of the respondents, followed by Socialization at 67% and Food Pairing at 57%.
The highest scoring reason for Baby Boomers was Socialization at 72%, followed by Food Pairing at 66% and Relaxation at 59%.
Interestingly, Gen Xers were more divided on the question, but showed the most interest in Socialization at 65%, followed by Relaxation at 55%, and were not very interested in Food Pairing at 35%.
The study was reported by Wine Industry Advisor, which provided some implications for wine marketers. You can read it here.