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 |