Millennials and their pink wine
From Stuff, under the headline Millennials love rose so much they’ve warped the traditional wine market
Millennials dominate Kiwi rose drinking, according to the report. Seventeen per cent of the still wine drunk by under-24s is rose . At 25-35 years it is about 11 per cent and at 35-44 years it drops to 6 per cent.
Even if that’s true, younger people are less likely to be drinking wine than older people. Here are two graphs of the probability that the most recent alcoholic drink was wine, for women on the left and men on the right, by age groups (source). The blue is under-24, then 25-44, 45-64, and 65+.
A slightly larger proportion of the wine drunk by millennials is pink, but that’s not the same as saying they drink a large proportion of all the pink wine.
Thomas Lumley (@tslumley) is Professor of Biostatistics at the University of Auckland. His research interests include semiparametric models, survey sampling, statistical computing, foundations of statistics, and whatever methodological problems his medical collaborators come up with. He also blogs at Biased and Inefficient See all posts by Thomas Lumley »
In the early 2000s I looked at wine consumption by age using survey data. Back then the under 40s, as a group, drank about 1/3 of the wine. (I suspect the figure is lower now because of ethnic and demographic changes. But also adding to the mix is that wine consumption has exploded – wine available for consumption has increased by 47% since 2000 while the population has increased by 23%.)
Back then it only needed the under 40s to be doing something at twice the rate of the over 40s for the former to start driving the wine market.
And in the case of rose wine, if it’s more profitable then other wines then supermarkets are going to start feeding the change at lower rates anyway.
7 years ago