The twentysomething generation has become the new prediction model of future trends for the US wine industry. A thirsty generation, free from traditional ideas about wine, it pays little, if any, attention to critics. Young consumers uncork any wine they come across and just try it out, not worrying too much about wine-food matching possibilities. This is the main conclusion reached in an article published by the North Carolina daily ‘The News & Observer’ under the heading “No aging needed: New generation not intimidated by wine”

The article describes this generation as inquisitive, self-assured and daring, and cites a statement from Dr. Bob Small, professor of wine and business at the California State Polytechnic University of Pomona, who claims “They have a different approach to wine, beer and spirits than other generations. In this generation, there is an acceptability of wine as the alcohol of choice. And they drink for drinking's sake, for pleasure and conviviality, less in concert with foods and eating."

This idea is seconded by Paul Wagner, owner of ‘Balzac Communications and Marketing’ in the Napa Valley. “They are drinking wine completely different than the previous generation... They are fearless. They are the iMac generation. They click and try something new. If they don't like that, they click and try something else”.

According to the conclusions from a survey carried out by Constellation Brands, the largest wine company in the world, together with information from the Wine Council Market, it was found that 21 percent of regular wine consumers in the US are within the twentysomething age range; the gender breakdown in this group is 50-50, whereas in previous generations 60 percent of wine drinkers were women; the majority drink red wines, especially Merlot.

‘The News & Observer’ is the newspaper with the largest readership in North Carolina and one of the most important dailies on the East Coast.