In Its Quest For Millennials, Has Wine Industry Ignored Generation X? [Forbes]
SVB Financial Group (SIVB)
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Source: Forbes
In Its Quest For Millennials, Has Wine Industry Ignored Generation X? Friends tasting wine together Getty There has been a lot of news lately about the fact that despite the wine industry’s best intentions, millennials are drinking more spirits and beer and less wine. Much of what we are reading addresses the baby boomer generation “aging out” of wine buying either by consuming less due to medical conditions or aging in general or drinking through their cellars rather than purchasing more wine. In opinion pieces, the wine industry is chastised for failing to capture the millennials’ attention and is offered advice on how to woo them back. Silicon Valley Bank’s State of the Wine Report 2019, While we rarely see a mention of Generation X, who are currently 38 to 53 years old, McMillan included them in his “tailwinds,” or trends that are helping to buoy the wine industry. The first tailwind states, “With a good 2018 US economy, Gen X and boomers are demonstrating spending resilience and
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