Millennials Now Make Up 31% of U.S. Wine Drinkers as Baby Boomer Share Falls to 26%

Millennials have become the largest group of wine drinkers in the United States, according to new data from the Wine Market Council’s 2025 Benchmark Consumer Survey. The survey, which sampled nearly 5,000 U.S. adults over the age of 21, found that Millennials now account for 31% of wine drinkers, surpassing Baby Boomers, whose share dropped from 32% in 2023 to 26% this year. The findings were presented by WMC President Liz Thach and Research Director Christian Miller during a webinar on November 20.

The survey results show a shift in the wine industry’s consumer base. While Gen Z has been a focus of industry discussions, it is Millennials—now in their thirties and early forties—who are driving wine consumption. The data also revealed that Gen Z’s share of wine drinkers increased from 9% to 14% over the past two years. However, only about half of Gen Z is currently old enough to legally purchase alcohol, suggesting their influence will continue to grow.

Despite these gains among younger consumers, the overall number of Americans who drink wine has declined. In 2023, 34% of respondents identified as core or marginal wine drinkers—those who consume wine at least once every two to three months. That figure fell to 29% in 2025, representing a loss of about nine million adult wine consumers. Thach attributed much of this decline to Baby Boomers aging out of regular drinking.

The survey also explored why people choose wine and how those reasons are changing. More than 40% of respondents said they drink wine because it makes occasions feel more special, a shift from previous years when relaxation was cited as the main reason. Thach noted that everyday wine drinking—such as with weekday dinners at home—has decreased, especially among Millennials who are often budget-conscious and value-driven.

Taste preferences are another challenge for the industry. Thirty-five percent of Millennials said they do not like the taste of wine, and 39% prefer other alcoholic beverages. This trend is even more pronounced among non-adopters and abstainers within the Millennial group. The WMC plans further research into what flavors appeal to younger consumers, but Thach emphasized that producers need to better communicate what is inside each bottle so buyers know what to expect.

Younger generations are also shifting away from traditional favorites like Cabernet Sauvignon. While Chardonnay remains popular among both Millennials and Gen Z, there is growing interest in aromatic wines such as rosé and Moscato. Merlot has seen a resurgence among Millennials, with more than 40% expressing a preference for it—a notable change from previous generations influenced by pop culture trends against the varietal. Gen Z is showing interest in alternative reds like Grenache and Malbec.

Sparkling wines are gaining ground with younger drinkers as well. Gen Z tends to favor U.S.-made sparkling wines, while Millennials often choose Prosecco. Both groups consume more sparkling Cava than older generations.

Health concerns are influencing drinking habits too, but motivations differ by age group. While Baby Boomers often reduce consumption due to medical advice, Millennials and Gen Z are more likely to cite mental health, mood, sleep, or energy as reasons for cutting back or changing their alcohol intake. Sugar content and additives are also top concerns; nearly a third of Gen Z and Millennials reported reducing sugar in their diets, and one in five said they avoid certain foods or drinks because of additives.

Thach said that transparency about ingredients could help address these concerns and keep younger consumers engaged with wine. She noted that many people believe wine contains high levels of sugar or unwanted additives and called for clearer labeling to provide accurate information.

The Wine Market Council’s findings suggest that while Gen Z will become increasingly important for the industry in coming years, it is Millennials who currently drive most wine sales in the U.S. The industry faces challenges in retaining these consumers as their preferences evolve and as overall consumption patterns shift away from everyday drinking toward special occasions.