Turns Out Wine Isn’t Trendy Enough for Young People To Drink Anymore

May 14, 2024 12:37 pm in by

In a recent study it turns out young adults are turning their backs on wine, leaving vineyards in a grapey predicament.

Reports from the International Organisation of Vine and Wine disclose a staggering 221 million hectolitres (or 22.1 billion litres) of wine consumed globally last year.

Though this sounds like a lot of wine, surprisingly, this quantity isn’t cutting the mustard. With consumption hitting a low not seen since 1996, blame falls on the younger generation shunning wine for trendier tipples.

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Wine sales drop as young adults turn to other trendier drinks

Pia Piggott, Rabobank analyst, told the ABC that the decline points to changing demographics and health-conscious choices leading youths away from wine towards alternative beverages. Meanwhile, beer enjoys a frothy surge in popularity.

This wine exodus has slashed prices in half for premium vintages, cueing the rise of dusty-labelled, wax-sealed treasures once perched high on shelves.