American Wine Generations – Table of Contents

 

Introduction 6
Wine Generations at the Crossroads 7
Generational Crossroad: 2015 – 2016 12
Objectives & Methodology 13
HIGH FREQUENCY WINE DRINKER RESPONDENTS BY GENERATION 15
Consumer Respondent Profile 16
Wine Consumption 18
Beer & Spirits Consumption 21
Wine Purchase Behavior 23
Wine Consumption Occasions 31
Social Media, Apps, and Online Wine Shopping 33
MILLENNIAL WINE DRINKERS 38
Consumer Respondent Profile 39
Wine Consumption 43
Beer & Spirits Consumption 46
Wine Purchase Behavior 48
Wine Consumption Occasions 55
Social Media, Apps, and Online Wine Shopping 57
Key Learnings – High Frequency Wine Drinkers by Generation 62
Key Learnings – Millennial Wine Drinkers 66
TABLES & CHARTS
American Generations in 2015 11
Generational Crossroads: 2015 – 2016 12
TABLES & CHARTS – High Frequency Wine Drinkers by Generation
High Frequency Consumer Respondents by Generations 16
High Frequency Generations by Gender 16
Annual Household Income by Generation 17
Ethnicity by Generation 17
Wine Consumption Frequency by Generation 18
Total Consumption by Wine Color and Generation 18
Percentage of Imported Wine Consumed by Generation 19
Frequent/Occasional Purchase of Somewhat Sweet Wines by Generation 20
Beverage Alcohol Usage and Preferences by Generation 21
Beer/Cider Consumption Frequency by Generation 22
Weekly/Monthly Retail Wine Purchases by Price and Generation 23
Closure Preference by Generation – White or Rose Wines Costing Under $15 24
Closure Preference by Generation – Red Wines Costing Under $15 24
Closure Preference by Generation – White or Rose Wines Costing Over $15 25
Closure Preference by Generation – Red Wines Costing Over $15 25
Past 12 Month Purchases by Package and Generation
– Bag-in-Box Wine (3 or 5 liter)
26
Past 12 Month Purchases by Package and Generation – Wine in a Can 26
Past 12 Month Purchases by Package and Generation – Wine in a “Pouch” with a Spigot 27
Past 12 Month Purchases by Package and Generation – Wine in Tetra Pak (1 liter or .5 liter) 27
Agreement Statements by Generation 28
“Very” Influential Factors when Buying an Untried Wine by Generation 30
Drinks After Work Scenarios by Generation 31
Past 12 Month Winery Tasting Room Visits by Generation 32
Signed up for a Wine Club During Visit by Generation 32
Online/Social Media Past-Month Activities by Generation 33
Smartphone/Tablet Apps Penetration by Generation 34
Weekly or More Often Smartphone/Tablet Apps Use by Generation 35
Beverage Alcohol Delivery Service Usage by Service and Generation 36
Most Recent Online Purchase by Generation 37
TABLES & CHARTS – Millennial Wine Drinkers
Millennial Respondents 39
Millennials by Gender 39
Millennial Respondents by Wine Consumption 40
Millennials:  Wine Consumption Frequency by Gender 40
Annual Household Income Among Millennials 41
Ethnicity Among Millennial Wine Drinkers 42
Wine Consumption Frequency Among Millennials 43
Total Consumption by Wine Color Among Millennials 44
Frequent/Occasional Purchase of Somewhat Sweet Wines Among Millennials 45
Beverage Alcohol Usage and Preferences Among Millennials 46
Beer/Cider Consumption Frequency Among Millennials 47
Weekly/Monthly Retail Wine Purchases by Price Among Millennials 48
Weekly/Monthly Retail Wine Purchases by Price Among Millennials by Gender 48
Closure Preference Among Millennials – White or Rose Wines Costing Under $15 49
Closure Preference Among Millennials – Red Wines Costing Under $15 49
Closure Preference Among Millennials – White or Rose Wines Costing Over $15 50
Closure Preference Among Millennials – Red Wines Costing Over $15 50
Past 12 Month Purchases by Package Among Millennials – Bag-in-Box Wine (3 or 5 liter) 51
Past 12 Month Purchases by Package Among Millennials – Wine in a Can 51
Past 12 Month Purchases by Package Among Millennials – Wine in a “Pouch” with a Spigot 52
Past 12 Month Purchases by Package Among Millennials – Wine in Tetra Pak (1 liter or .5 liter) 52
Agreement Statements Among Millennials 53
“Very” Influential Factors when Buying an Untried Wine Among Millennials 54
Drinks After Work Scenarios Among Millennials 55
Past 12 Month Winery Tasting Room Visits Among Millennials 56
Wine Club Sign Ups During Visit Among Millennials 56
Online/Social Media Past-Month Activities Among Millennials 57
Smartphone/Tablet Apps Penetration Among Millennials 58
Weekly or More Often Smartphone/Tablet Apps Use Among Millennials 59
Beverage Alcohol Delivery Service Usage by Service Among Millennials 60
Most Recent Online Purchase Among Millennials 61