The growth of mainstream demand for wine is shifting towards new markets and consumers. In part, this means more wine for millennials who are consuming more of the beverage than previous generations, according to a new report from Rabobank.
The quarterly report, assembled by the bank’s Food and Agribusiness Research team, looks at global issues of supply, demand, pricing and the changing dynamics of the consumer wine base. According to Rabobank, a consumer-centric approach will be key to drawing in and remaining relevant to new generations of wine drinkers.