Some consumers drink wine through a straw

Some consumers drink wine through a straw

Almost two-thirds of wine drinkers aged between 25 and 40 in the US have mixed wine with fruit juice or fruit, according to a new survey that claims younger consumers are more likely to experiment with the category.

About half of those surveyed have also drunk wine over ice, while a quarter have occasionally consumed it from a cup through a straw, the survey says. “Unlike previous generations, (younger consumers) are experimenting with different ways to enjoy wine and are unapologetic about their choices,” says the Gallo Consumer Wine Trends Survey, commissioned by E&J Gallo.

The survey, released yesterday, polled 1,001 adults in the US who drink at least one glass of wine a week. It is the first of its kind from Gallo, which said it offers a better understanding of “exactly where, when and how Americans are enjoying wine”.

Findings include:

  • 61% of wine drinkers aged 25-40 mix wine with fruit or fruit juice
  • 51% have made a wine cocktail
  • 48% mix wine with other cocktail mixers, like club soda
  • 46% drink wine over ice
  • 27% occasionally drink wine in a cup with a straw

The survey also found that sparkling wines are popular choices among the younger set. Wine drinkers under 40 are more than twice as likely to purchase Moscato (22%) compared to older wine drinkers (10%).

Amongst all drinkers, the varietals that are most popular are Merlot, Cabernet Sauvignon, Chardonnay, Pinot Noir and Pinot Grigio.

In June, a survey from Constellation Brands found that price-conscious wine drinkers account for the highest proportion of consumers in the US.