Winesur.com recently posted an article on the drinking habits of millennials, and it contains some fairly interesting numbers. Some numbers simply confirm what you’d already expect, but I found a few points of interest and surprise. Scroll down a bit, and you’ll find some nice charts. The best part is that they compare younger drinkers (21-44) to older drinkers (45+).
Two things jumped out at me. One: millennials spend more per bottle than older drinkers. Two: Millennials drink more pinot noir than – 14 percentage points higher, in fact. I’m very surprised by the pinot noir fact. I’ve come to think of pinot noir as a wine that older, wiser people come to drink when they’re done with the big, heavy cabs. Maybe I’m just thinking wonk-level burgundies. Either way, I’m pleased to see that young people are purchasing pinot noir as much as they are.