Baby Boomers and Generation X are currently the largest wine consumer group. However, this is set to change in a few years’ time, with Millennials being projected to become the largest group of wine drinkers.
The average wine consumer will change drastically in the next few years. Most Baby Boomers are hitting retirement, and they are being replaced by a large number of financially disadvantaged retirees. Although this trade-off is not good, it doesn’t mean wineries will suffer. It implies that marketing tactics will need to evolve as well.