'Generation Treaters' lead changing wine category behavior in the US

Mar 15 , 2021

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Tom Kisthart

'Generation Treaters' lead changing wine category behavior in the US

A new and distinct segment of wine drinkers, Generation Treaters, have emerged in the US market. Millennial dominant, they are among the most frequent wine drinkers, but are not the highest spenders. Although building their wine knowledge, they currently know relatively little about the category. What else should we know about what motivates these wine consumers?


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