Why French Millennials Don’t Drink Wine
Hey France! Just send it over here if you’re not going to drink it!
While wine consumption is increasing in the U.S. — spurred on in part by the wine adoption habits of American Millennials (young adults aged 21 to 31) — the opposite is happening in France. Since 1980 French wine consumption has decreased by more than 50% from 120 liters per capita to today’s rate of 55 liters per capita.
Though in some ways this is positive, it is also rather alarming. Especially since a large portion of the population that is not drinking wine are France’s Millennials or young adults in their 20’s. Indeed they have moved away from wine to embrace other beverages — primarily beer and spirits in the alcohol category, and bottled water, sodas, and juices.
Further reason for alarm is the ongoing crisis for some French wine producers who can’t find a market for their grapes. Grubbing-up schemes are still in progress, the appellation system is being re-organized, and global wine competition is becoming even fiercer with new wine countries coming on board each year. Though France does have commendable wine export records with solid marketing abroad, within France very few wine marketing efforts are occurring and most are discouraged by government regulations.