I don’t know about you, but I find this bit of news from Wine & Spirits Daily to be surprising for two reasons:
Nielsen analyzed the shopping habits of four key generations – greatest generation (aged 64+), boomers (45-63), gen x (33-44) and millennials (15-32) – and gave a rundown on what marketers should expect when targeting these groups. Interestingly, wine is one of the largest spending categories for seniors at $124 per year. Boomers spend $125 per year on wine, while gen x spends $78 and millennials spend $61 annually.
Okay, let’s start with the fact that our parental units spend just one dollar less per year on wine than we do. Really?!? I always thought of the senior generation as being more the cocktail crowd; you know, old fashioneds and gimlets…or perhaps scotch – neat. But then, maybe I am just watching Mad Men too much these days.
The other thing that really surprises me about this…boomers only spend $125 a year on wine?? At $20 a bottle, that’s not even seven bottles a year. You can hardly find a glass of decent wine in a restaurant for less than seven dollars these days, so we’re talking fewer than 18 glasses at that rate. In a year??? Maybe I run with a vino-slurping crowd, but I’m willing to bet most of my boomer buddies spend close to that yearly total in a month!
I’m not sure who Nielsen rounded up for this scientific survey, but I’m willing to bet the sampled boomers all live in a dry county. The stat that didn’t surprise me? That millennials spend only $61 a year on wine. Of course…they’re too busy dropping shots of Jagermeister into glasses of Red Bull. You don’t need a national research firm to figure that out; just sit near the bar in any Dave & Buster’s for a couple of hours.