Issue link: https://read.dmtmag.com/i/705606
w w w. v w m m e d i a . c o m J u l y - A u g 2 016 | V I N E YA R D & W I N E RY M A N A G E M E N T 2 3 w w w. v w m m e d i a . c o m 22, 2016, on his SVB on Wine blog in a detailed post, bluntly titled, "The 2016 Wine Market Council's Findings Are Wrong," he took mat- ters into his own hands. On March 24, WMC issued a press release titled, "Wine Mar- ket Council Stands by Their 2016 Consumer Research on Millennial Wine Consumption Habits," which did admit a mistake. It read, in part, "In the New York City presentation, an error was made, which resulted in an inaccurate projection of wine consumption volumes by genera- tion. The error was caused by using data from the WMC annual Con- sumer Tracking Study of 'High Fre- quency' wine drinkers in place of a similar data point from the WMC annual 'Consumer Segmentation' study. That error was corrected at the Yountville conference in March. The overstatement of glasses per occasion, once corrected, leaves us with the conclusion that while baby boomers remain the largest wine consuming generation, millennials are rapidly closing that gap." The WMC press release also went on to emphasize the fact that there are now more millennial adults than baby boomer adults, and that millennial consumption is occasional wine drinkers. If you're looking at high frequency wine drinkers, 38% of them are baby boomers and 30% are millennials. I think you can say, as we pointed out in our presentation in Yount- ville, that baby boomers account for a greater percentage of wine consumption at this moment. But on the rise, even though more baby boomers are frequent consum- ers. Wine Market Council Presi- dent John Gillespie says frequent consumers of wine have a much greater impact on consumption: "If you look at the volume that high frequency wine drinkers contribute to the market, it's much bigger than Wine Market Council President John Gillespie says frequent consumers of wine have the greatest impact on con- sumption. ® © 2015 StaVin Inc. StaVın Inc, P.O.Box 1693, Sausalito,CA 94966 (415) 331-7849 f (415) 331-0516 stavin.com One of our staff scientists, Dr. Jeff McCord has developed a micro-oxygenation system which enables stainless tanks to breathe in precisely the same manner as oak barrels. When used in union with StaVin's array of Oak Integration Systems, The OxBox can effectively transform a stainless tank into the oak barrels of your choice. For about a third of the price. MARKET WATCH TIM TEICHGRAEBER