
Millennials Now Drive U.S. Wine Buying, Shaping Napa and Sonoma Strategies
Millennials have become America’s largest wine-drinking generation, overtaking baby boomers, with Gen Z also embracing wine more. The Wine Market Council finds millennials at 31% of U.S. wine drinkers (boomers 26%), prompting wineries to tailor messaging, education, and shopping experiences. Strategies include multi‑generational education programs, flexible sales models (allocations vs. buy‑now), and streamlined e‑commerce, with a strong emphasis on sustainability and authentic storytelling in Napa Valley and Sonoma.













