The Young & The Imported: What Wine Do You Buy?

If you’re American, between the ages of 21 and 30, and love to drink wine, you’re more likely to buy an imported wine, accoridng to recent data from the Wine Market Council. In fact, the 70 million people that comprise the “millennial generation” is more loyal to imports, while older wine enthusiasts are more likely to buy domestic labels.

“Young people are all about exploration, new discovery,” said Patrick Merrill, the S.F. Bay Area researcher who produced the data. “They’re learning about the quality of wine from New Zealand and Chile, South Africa and Argentina, for example — wines that we as Baby Boomers were not aware of.”

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