Speaking at the ‘Outlook and Issues for the World Wine Market’, James Lapsley of the Department of Viticulture and Enology at the University of California forecasted a US market consuming 407 million cases of table wine in 2030, compared to 282 million cases sold in 2009.
Lapsley made his prediction based population and consumption trends in the United States.
Another speaker at the conference, Tom Selfridge, former president of The Hess Collection urged artisan wineries to focus on appellations and a sense of place as a response to increasing competition at the lower end of the market.
“It’s critical at the high end of the market. The appellation is more important than brands,” WinesandVines.com reported Selfridge as saying.
Selfridge predicted that Millennial drinkers (those born between 1980 and 2000) would be a segment with strong prospects.
“They (Millennial drinkers) have more interest in wine than their Boomer parents, and are passionate users of electronic media who are willing to take advice about products.”
Source: WinesandVines.com
