The Wine Market Council has provided the company’s 10th annual presentation on U.S.
wine consumer trends. Here are some of the highlights from the presentation.

The research showed that high-frequency wine drinkers were purchasing wine from many different places:

Wine specialty store 58%
Supermarket/grocery 53%
Bar/restaurant 52%
Mass Merchandiser 34%
Warehouse club 31%
When visiting winery 29%
Specialty food store 25%
State liquor store 23%
Online winery or retailer 9%

Research for this report showed that by generation, wine drinkers were: 41% Boomers, 29% Millennials,
18% Gen X, and 12% older people. So Boomers are still the biggest audience for wine, by quite a large
percentage. Additionally, Boomers are also the largest share of high-frequency wine drinkers, a total of
38%, with the Millennials coming in at 30% of high-frequency wine drinkers.