Some wine industry observers have fretted that as the Baby Boomers retire, wine consumption overall will drop. But a new study by LDA Opinions, a part of John Gillespie‘s Wine Opinions operation, finds wine consumption is on the rise among those in their 30s. Wine consumption increased 2% the survey of 1,578 frequent bev/al consumers finds, while net spirits consumption declined 1%. Equally good news for wine marketers: The 30-somethings frequency of wine consumption rose 8%.
When it comes to spirits, the study finds nearly equal percentages of frequent bev/al consumers in their 20s or 30s purchased or consumed vodka in the prior six months (76% for both groups) and Tequila (70% of those in their 20s, 71% for those in their 30s).
But Bourbon purchase/consumption skews to those in their 30s (60%, vs. 52% of those in their 20s) while purchase/consumption of Gin skews to the younger segment (48% of those in their 20s, vs. 36% of those in their 30s).
As for hard seltzer, 36% of those in their 20s and 34% of those in their 30s say they have tried or purchased hard seltzers, but no longer buy them.
“Every category of the beverage alcohol market – beer, wine, and spirits – is being shaped by the choices of legal drinking age adults under 40,” says John Gillespie, Founder/CEO of Wine Opinions. “LDA Opinions provides insights on the perceptions, motivations, choices, and usage occasions of frequent beverage alcohol consumers in their 20s and 30s, and we have the expertise to gather, interpret, and deliver actionable market intelligence to our clients.”