How Wine in a Can and 'Brosé' Are Helping Marketers Appeal to Millennials

Snobs need not imbibe

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Move over, wine snobs. Millennials are disrupting wine marketing. The age group is outguzzling baby boomers in terms of wine consumption: 36 percent of wine drinkers in the U.S. are millennials versus 34 percent of baby boomers, according to the Wine Market Council. And to appeal to these millennials, wine brands are busy crafting innovative packaging, clever labels and more approachable messaging.

Compared with older generations, millennials are more likely to drink wine at least once a week, noted Beth Bloom, senior food and drink analyst at Mintel.

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