By most demographic measures, the scales tipped this year. Millennials became the nation’s largest spending block, eclipsing baby boomers for the first time. Not all of them have reached legal drinking age, and boomers still account for at least half the wine market. But the millennial march is on, and the wine industry is wondering whether this new generation will continue the nation’s love affair with wine.
Thus far, despite greater competition from spirits and craft beer, the answer is a resounding yes. Not surprisingly, millennials have carved out their own approach to wine—one based on knowledge, discovery and quality, with a tilt toward informality and a thirst for diversity. Wine’s top players have had lots of time to ponder these new trends, and they’ve moved into high gear to…
