To honor the day and support the wine industry, I reached out to Rob McMillan, EVP and Founder of Silicon Valley Bank’s Wine Division, to talk about the challenges the industry faces reaching the next generation of wine drinkers. In his role leading the nation’s premier provider of financial services to the US fine wine business, Rob is the preeminent expert on the wine industry and authors the annual State of the Wine Industry report. “The natural evolution is that as you age, you move from beer to wine,” Rob says. While Millennials currently represent only 17% of market share of premium wine, Millennials are predicted to surpass the GenXers by 2026 as the largest wine consuming demographic. What do wine marketers aimed at the premium and luxury end of the wine market need to do to invite the Millennials in?

Source: Forbes May 24, 2017 22:30 UTC