A Napa Concern

Peter Creasey

Peter Creasey

Peter Creasey
A Napa winegrower tells me there is a concern in Napa because it is felt that millennials are favoring beer over wine.

Whether true or not about millennials, there is some basis for their doing so e.g. finances, various choices, convenience, general lifestyle, home environment, etc.

. . . . . Pete
 
He has his facts wrong, Peter. Millennials are driving the wine market and account for 42% of wine sales. In fact, their beer consumption is down dramatically. Where they should be concerned, however, is that they are less likely to drink CA wine, instead opting for more budget friendly European and South American selections. They are also the driving force behind the growth of organic and "natural" wines.
 
Brad, interesting! He is a well-connected, noted Napa winery owner so he must have a basis for offering the comment that he did.

With your comments in mind, maybe some of them are misjudging as to WHY millennials are perhaps turning away from California wines.

. . . . . Pete
 
Brad's comment sounds more correct. No Millennial I know is buying $100 Cab Sav, but they are buying $hitloads of wine, because it's the cool thing. They also are probably not drinking as much as the booze-filled boomer used to, being a more sober-minded lot.
 
There is a decent local wine shop with distinctive bags. I am shocked at how many youngish people (you know - those prepubescents in their late 20s-30s) I see walking home with a bottle of wine most nights and even more so on weekends.
 
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