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Article: Expanding the population of wine consumers.
- Article from:
- Wines & Vines
- Article date:
- January 1, 2002
- Author:
CopyrightCOPYRIGHT 2002 Wines & Vines. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The wine industry has experienced a decade of growth and prosperity, especially among the premium segments of the market, but with the current economic downturn and reports of excess grape and wine production around the world, there are serious concerns about the future growth of this industry--at least in the foreseeable short-term.
An obvious antidote to excess supply is to increase demand, but when it comes to wine consumption only about 25% of the American public actually drinks it--according to the Wine Market Council. This low percentage becomes even more startling when you break the numbers down further to discover that 10% of the U.S. population consumes ...