RAB Research Archive

Why wine country isn't attracting millennials



Today, Millennials make up just 17% of the fine wine market, according to the Silicon Valley Bank’s influential annual wine industry report, and that number has stubbornly refused to budge for years. Tasting room visits in Napa have trended down for the last five years, even as regional tourism has boomed and the average price for a tasting has skyrocketed to $40 per person. While young wine drinkers may splurge on the occasional $50 bottle, $8 to $12 remains their sweet spot, says Rob McMillan, author of the bank’s 2019 report.

Source: San Francisco Chronicle



View or Download: https://www.sfchronicle.com/travel/article/Why-Wine-Country-isn-t-attracting-Millennials-14520897.php

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