A good article on interest in wine among younger consumers from the Kansas City Star.
The Scarborough report said not only are young adults buying more wine, but they are willing to pay more for it. Wine consumers ages 21 to 24 are twice as likely than the average purchaser to spend $20 or more on a bottle of wine, the study stated. Those ages 23 to 34 are 76 percent more likely to pay for a high-end wine, while people older than age 65 are 74 percent less likely to pay top dollar, the study suggested.
Champagne purchases are more common among the 21-to-24 crowd.
Johnson said young drinkers also are risky in their wine experiences. They will opt for a bottle instead of buying by the glass, she said.