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Millennial Wine Buyers: Diverse and Nomadic?

Wine Spectator’s newsletter for the trade yesterday reported on a Harris poll of consumers’ wine buying habits. Harris found that of Millennials (or Echo Boomers), only 32% repeat a wine brand purchase “sometimes or frequently,” whereas folks aged 48 and older are more brand-loyal, with a 50% repeat rate. Gen X’ers are said to repeat purchase 40% of the time.

Shall we speculate that kids are still trying to figure out what they really like? Does the characterization “diverse and nomadic” capture the idea of youthful exhuberance? Or are Boomers just unadventurous?

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