With 70 million millennials out there (20 million of them about to turn 21), wine marketers are now turning their attention to the age group, which, according to Ad Age, is picking up a love for vino earlier than previous generations.
Beer still accounts for the lion’s share of alcoholic beverages that millennials consume (42 percent). However, wine accounts for 20 percent of alcohol consumed by millennials, a jump from 13 percent for Gen X.
About two weeks ago, 7-Eleven launched a new line of wines priced at $7.99 and $8.99 called Cherrywood Cellars that targets millennials on a budget. In addition, more companies are using social media and some, like The Wine Group, makers of Franzia boxed wine, have started a millennial division.