Why do young adults matter to the wine industry? October's briefing looks at the young adult wine market, their attitude to wine, and the reasoning behind their consumption patterns. Four key issues are discussed: social acceptance, sociability, sophistication and safety. As this briefing will argue, young adults represent an interesting market for wine producers. In general they do drink lots of alcoholic beverages, but tend to have broader drink repertoires than older consumers. Plus, it will also attempt to address the confusion that exists in the minds of young adult consumers - and, more importantly, in the minds of wine brand owners marketing to this group - over how wine should be perceived.