The Wine Market Council (WMC) released the results of its 2025 US Wine Consumer Benchmark Segmentation Survey on Thursday December 4th, revealing a significant shift in wine consumption patterns across the country.
For the first time, Millennials (aged 29–44) have become the largest group of wine consumers in the United States, surpassing Baby Boomers.
The survey, conducted every one to two years since 1997, included nearly 5,000 adults aged 21 and over, representing diverse income levels, education, gender, and ethnic backgrounds. According to the data, 31% of U.S. wine consumers are Millennials, while Baby Boomers now account for 26%, down from 32% in 2023. Generation Z is also on the rise, growing from 9% to 14%, although only about half are of legal drinking age.
Despite this generational shift, the total number of wine consumers in the U.S. continues to decline. The percentage of legal-age Americans drinking wine at least every two to three months fell from 34% to 29%, equating to roughly 76 million adult wine drinkers, nine million fewer than in 2023. Baby Boomers, who tend to reduce alcohol consumption with age, have been most affected, reflecting broader declines in beer and spirits sales over the past year.
However, the study highlights positive trends. Wine consumption is now more evenly distributed across ethnic groups, and the number of men drinking wine has increased. Millennials, entering life stages such as marriage, family, and homeownership, are shaping new drinking habits. Yet, 35% report not liking the taste of wine, and 39% prefer other alcoholic beverages, often due to difficulty identifying specific flavors.
When it comes to preferences, Millennials favor Merlot, Pinot Noir, Chardonnay, Muscat, and sweet rosé, while Gen Z prefers Grenache, Chardonnay, and sweet rosé. Both groups consume more sparkling wines than Baby Boomers, with Gen Z favoring American sparkling wines and Millennials leaning toward Prosecco, Champagne, and Cava.
The motivations behind wine consumption are also changing. Over 40% of Millennials and Gen Z drink wine for special occasions, rather than for weekday dinners or casual relaxation, suggesting wine is increasingly seen as a celebratory beverage. Health-conscious choices also influence drinking habits, with younger generations adjusting alcohol intake to improve mood or energy.
Transparency is becoming essential: 27% of respondents have reduced sugar intake, 20% avoid additives, and many want clear information about wine ingredients and composition. Liz Thach, WMC president, emphasizes that clear communication is key to reducing consumer uncertainty and fostering confidence in wine choices.
Source: Vinetur