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Millennials drive rosé wine consumption in US - Study

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Millennial consumers in the US are more likely than older drinkers to purchase rosé wine, according to new research. 

The 2015 Gallo Consumer Wine Trends Survey, commissioned by E&J Gallo Winery, surveyed 1,000 frequent wine drinkers between the ages of 21 and 64 in the country. The survey found that Millennials are "almost twice as likely" to purchase rosé, compared to Baby Boomers.

While consumers are more likely to drink rosé in the summer months, 42% of drinkers said they purchase the wine in April, and 52% in September. "This growing passion for rosé beyond the summer season is indicative of Millennials' interest in a more diverse selection of wine overall," the study says.

According to Gallo, Millennials are also twice as likely to enjoy wine when socialising with friends - 22% compared to 11% of Baby Boomers. However, Millennials are less likely to opt for wine at a family meal - 22% compared to 33% of Baby Boomers.

The trends report suggests that Millennials are "four times more likely to often select a wine based on its label", whereas Baby Boomers "often look to the label for information such as region of origin and product details".

Survey participants were recruited via a national online panel between 2 and 4 September.

Earlier this month, Whyte & Mackay - the Scotch whisky arm of Emperador - handed its US distribution to E&J Gallo.


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