Millennials Will Spend the Money - Just Give Us A Reason

One of the most frequently asked questions I get is “Will Millennials spend the money on a $50 bottle of wine?” Ok, sometimes the price changes, but I’d have to say I answer this at least 2-3 times a week. The answer is YES, WE WILL. But in order to spend more money than we normally do on wine (or ANYTHING) there must be a reason for doing so.

This spring, I compiled the data from a survey I conducted online – some of the results from that survey I included in my May 5th post, Where Millennials Are Buying Wine. I asked over 100 Millennials (mainly residing in Southern California) questions about their wine buying habits. None of the answers were a big surprise to me, but to many people who are not members of the Millennial Generation, the answers are a real wake-up call.

THE NUMBERS

First we need to know what Millennials normally spend on wine. From the research based on the informal online survey a baseline was established in terms of the average amount on money respondents spend on a bottle of wine. Continue reading post >>

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