Stat: US drinkers lose their thirst for wine

Wine consumption is falling for the first time in 25 years in the US, with volume sales down by 0.9% from 2018 to 2019, according to recent insight from IWSR.

Meanwhile, sales of spirits and ready-to-drink products increased by 2.3% and 49.7%, respectively, reflecting a 0.3% overall increase in alcohol consumption in the US in 2019. While the IWSR reports a rise in sparkling wine sales, which grew by almost 4% in 2019, it says the total fall in wine consumption can partly be attributed to a lack of interest in the drink among Millennials. According to Brandy Rand, chief operating officer for the Americas at IWSR Drinks Market Analysis: ‘Millennials are just not embracing wine with open arms compared to previous generations.’

As we uncover in our Natural Wine market, while still a small part of the global wine industry, natural wine producers have potential to reach Millennial drinkers by positioning niche producers and unusual flavours as something altogether alternative.