Changing millennial preferences drive packaging innovation and on-site experiences at US wineries Growth in still wine has been slowing down over the past few years, prompting US wineries to drive packaging and brand innovation, as well as on-premise experiences, to increase their appeal to younger consumers.
Demographic changes in the US have been a big factor in a slowing US wine market: ageing baby boomers with increasingly less disposable income are reducing consumption as they enter retirement with fixed incomes, while younger consumers are drinking across all categories at significantly higher rates, also resulting in reduced occasions for wine.
Growth in still wine has been slowing down over the past few years, with a volume CAGR of 1.3% from 2013 to 2017 slowing to a rate of just 0.3% last year. Shifting priorities from younger consumers are playing a large part here. Adam Rogers, IWSR’s Research Director for North America, notes, “Younger legal drinking age consumers are much more conscious of health and wellbeing, so spirits that cater to low-calorie and natural ingredients tend to be more appealing than wine. Coupled with a preference for “less but better”, consumers are more discerning about how they spend their disposable income, increasingly preferring premium spirits and cocktails over red or white wine.”
Rosé has benefited from its positioning as a gender-neutral beverage
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