Jus’ Da Facts
Approximately 72% of wine drinkers in the U.S. are over 40 years old.
People form their consumption habits (and some brand loyalties) for life by their mid- to late-20s. Once these habits/loyalties are formed, according to J. Walter Thompson it costs 10-times as much money (in advertising/promotion) to get people to change their habits/loyalties than it does to help set them.
Global wine consumption is not growing as fast as production, leaving millions of hectoliters in the bottles. In 1996, an estimated 226.6 million hectoliters (5.986 billion gallons) was consumed, rising to only 230 million in 2004. As a result, production is expected to have outstripped consumption by about 57 million hectoliters (1.5 billion gallons) in 2004, the biggest spread ever. -- International Wine and Vine Organization
Influential Americans, the "critical 10 percent of the population who drive what the other ninety percent think" are best reached through print media. -- NOP World
"Stuff we experience right out of college structures the general preferences for the rest of our lives." -- David Sprott, Washington State University.
For alcohol producers, it's the college years where brand preferences begin forming for their product. For fast-food giants, it's the Happy Meal set. For soft-drink makers, it's preteens. For beer kingpins - and, increasingly, wine and liquor producers - it's the college crowd. "If you're going to attract a new group to your brand that has a chance of sticking over a lifetime, the college years are crucial." -- Barry Glassner, sociology professor at University of Southern California
According to J. Walter Thompson, Generation X (young adults aged 26 to 45) spend 10 percent more on everything than Baby Boomers do, whether it's cars, washer machines, soap, travel or alcohol (except on wine).
According to a new report by The Media Audit, "There are more, by both percent and actual number, adults with six figure incomes under the age of 35 than there are over the age of 54."
According to the U.S. Bureau of Labor Statistics, 21 to 34-year olds spend 51 percent more on alcohol than those 35 years or older.
According to the Wine Market Council, young adults become core wine consumers instantly without moving through the "white zin" phase.
According to Scarborough Research, young adult drinkers, ages 21 to 34, are more willing to pay for premium wine than the generation of 35-to-54-year-olds. Younger drinkers are 84 percent more likely than the average adult to spend $20 or more for a bottle of wine.
According to Scarborough Research, 21- to 24-year olds are 29 percent more likely to buy Champagne/sparkling wine.
According to JupiterResearch, young adults between the ages of 25 and 34 are more familiar with -- and dependent on -- the Internet than other online consumers, which leads them to engage in a broader range of online activities, including shopping and e-commerce.
The Millennials, whose leading edge is now 25-years old, is the fastest growing group in the United States. Forty percent of Millennial teens (soon to be adults) have regular jobs, while 90 percent receive weekly income. Millennial teens spend 90 percent of their entire earnings, a trend that will follow them into their early to mid-20s.
Last year in the U.S., university students -- roughly 18 to 22 year olds (the leading edge of the Millennials) -- spent 5 billion dollars on alcohol. They are considered to be a $300 billion market.
Between 1985 and 1996, the percentage of wine drinkers in the U.S. over age 35 grew from 53% to nearly 70%, while the percentage of those under 35 dropped from 47% to 28%.
From 1985 through 1996, the wine industry spent more than $1,000,000,000 (one billion) advertising in wine trade magazines, such as Wine Spectator, Wine Enthusiast, etc. During that time period, according to the Wine Institute, per capita wine consumption in the U.S. dropped 25 percent.
In the past eight years (1997-2005), 21- to 28-year olds have added 25 percent to the core wine consumer group in the U.S., and have increased per capita wine consumption 40 percent to its highest level since 1982. Wine X Magazine was launched eight years ago. Coincidence? Don't think so.
Wine X: the only magazine proven to sell more wine to more people.
Links to some of the data referenced above:
The Media Audit
Consumer Expenditure Survey
Wine Institute Statistics
Wine Market Report - Surge in Core Consumers
Wine Market Report - Young Adults Fuel Per Capita Consumption
International Wine and Vine Organization
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