Part 3/6:
The change in consumption patterns is critical to understanding the current crisis facing the wine industry. Experts say that younger generations are gravitating toward different beverages, which has substantially affected sales. The traditional demographics that have long driven wine consumption, particularly the baby boomer generation, are beginning to wane.
As noted by winemaker Patrick Cappiello, the repercussions are palpable. He cites a significant decrease in wine production during this time of the year compared to previous years as a direct result of changing consumer preferences. Cappiello points to the notion that many in the older generation are pulling back on their wine consumption, either due to having ample stock in their cellars or for health reasons.