WHAT DO YOUNG WINE LOVERS AROUND THE WORLD DRINK?
Big changes in wine consumption. Emanuele Fiorio lets us discover young US wine lovers and Agivi demonstrates that the trends are more or less the same everywhere

young wine lovers in USA and in Italy and new trends
By Donatella Cinelli Colombini
<<In 2022 wine consumption in the USA decreased but consumers have grown significantly>> a statement that starts from IWSR data and refers to a consumer audience that grew by 14 million in 2022 alone against a drop in 2% of consumption. Numbers that require further study and, with the help of Emanuele Fiorio, on Wine Meridian, reveal some really interesting backgrounds.
YOUNG U.S. CONSUMERS DRINK LESS BUT BETTER
The US wine market is 45% made up of young people. Even if, for now, they are in the minority, they are the future. Furthermore, these wine lovers should also be kept an eye on for another reason: very often, they anticipate global trends. This is as true in music as it is in clothing and, as far as wine is concerned, they have two mottos in mind: moderation and premiumisation. That is, drink less but better. Concepts that are connected to the growth in the consumption of no alcohol or low alcohol drinks but also to an overall health trend. The reduction in volumes makes it possible to focus on premium or prestige bottles which in fact have had good and excellent commercial performance.



















