Sensory & indulgence

Millennials are reshaping the sparkling wine industry

Sparkling wines are selling like hot cakes. But what and, more importantly, who drives this rise in sales?

For a few years now, prosecco has been the main driver of the global sparkling growth, conquering the world at high speed.

Prosecco is especially winning the hearts of millennials due to its sweeter, fruitier taste. And for them a glass of bubbles shouldn’t only be associated with special occasions. The millennials’ buying power will soon surpass that of generations before them. Knowing this, it’s very important for the wine industry to pay attention to their desires and habits. Taste and look & feel are very important aspects, but the story of the wine is what makes the consumer vibrate. Millennials want to know exactly what’s in their glass, from the grape variety to the story behind the bottle.