Country Trends

Each country in the world seems to have had different trend. Specifically, within the United States, it is said that 10% of adults have made up 90% of the wine purchases. Additionally, the average American drinks less than 10 liters per year. However, this per capita average has been steadily increasing in the last few years, and the US wine market is expected to be the biggest by 2008. See Market Profiles

The Changing Age Demographic

It has been noted as of late, that the popularity of wine among the younger generations in Italy, Spain, and France, has been declining. On the other hand, the consumption of wine by the youth of the United Kingdom, the United States, and Northern Europe have all increased in volume more recently.

The Drinking Age in the United States

In the United States, the drinking age was raised to 21 through the Minimum Drinking Age Act of 1984. This has created an interesting dynamic when it comes to youth drinking. There exists an underground/ illegal market for alcohol within the US because of this. This has lead to changes in what types of wines are bought within the US.

Types of Wine Consumed

In countries with a higher drinking age and among individuals in lower income brackets, the demand for lower quality and higher quantity wine has increased. In the case of under-aged individuals, the desire for lower quality wines that are sold in larger quantities comes from the nature in which these wines may be bought (Through intermediaries whom are allowed to buy the alcohol). On the other hand, those who cannot afford higher quality wine, will buy lower quality and greater quantity in an effort to save money. See Choosing a Drink