Percentage of wine consumption in the U.S. attributable to Gen Xers and Baby Boomers, ages 40 to 74. According to Silicon Valley Bank’s 2021 State of the Wine Industry report, only about 20% of Millennials (age 25-40) are wine drinkers. Millennials tend to prefer craft beer, spirits, cocktails and hard seltzer, which are less expensive and do a better job of marketing their calorie counts or other purported “health benefits.”

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