The American wine industry has an old people problem | Food and Wine

The American wine industry has an old people problem | Food and Wine

The state of the American wine industry is grim, according to a closely watched report that annually analyzes its trajectory. Winemakers and advertisers are missing out on younger consumers, the report says, by failing to produce wines that fit their budgets and neglecting to reach out to them with targeted marketing campaigns.

“State of the U.S. Wine Industry 2023,” which has made recommendations for more than 20 years, found that the only area of growth for American wine was among consumers over 60, said its author, Rob McMillan, executive vice president of Silicon Valley Bank in Santa Clara, California, and a longtime analyst of the American wine industry. The biggest growth area, he said, was among 70- to 80-year-olds.


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