UC Davis survey shows millennials becoming strong force in growth of wine industry

FRESNO, Calif. (KFSN) -- The wine industry is thrilled to find younger consumers, between the ages of 21 and 35, drink more wine than previous generations.

The Speak wine label offers selections with colorful, catchy names. They are aimed at younger wine drinkers who aren't as attracted to the traditional wine varieties.

"They have labels like 'She Believes She Could So She Did,' to 'The Best Is Yet To Come,' to 'You're Pretty' even," said Erica Magarian, Winery Manager.

A UC Davis survey showed millennials are expected to become a strong force in the growth of the fine wine industry. Erica Magarian has noticed more young adults have been coming out to the Fasi Winery Estate along Highway 41.

"I would say it's semi-typical of millennials to try the sweeter or lighter, crisper varietal's."

But they're often drawn to the heartier red wines as they get older.

Kevin Smith at the Fresno State Winery finds millennials are eager to try something new because they are always looking for the next big thing.

"Their price points still tend to be low because they're still paying off student debt, so they're still very price conscious, but they're willing to explore much more."

Smith said the larger wineries know they must look for the next generation of wine lovers so they'll have to adapt to millennials' tastes.

"They're not as keen on a specific varietal as they are on blends and even wines that they don't know what's in it."

The survey also predicted a rise in direct to consumer sales by California wineries.

New vintages will be released at Fresno State's Winery Saturday afternoon at one.