SoNapa! The Market The Wine Market “For the first time … we are poised to really make wine a foundational part of the American lifestyle” writes Paul Lukacs of Saveur magazine. Indeed, wine has captured a permanent place in the lives of many Americans and as the Los Angeles Times observes “there’s a prevailing sense that, even in tough economic times, Americans have not lost their thirst for good wine, and its enjoyment has become a regular part of their lives. We may all be watching our pennies, but so far, at any rate, we haven’t been willing to part with this everyday pleasure.” Wine consumption in the United States is projected to exceed all other countries by 2011. A study by the International Wine & Spirit Record forecast that American consumption will continue to grow over the next five years and will reach 3.96 billion bottles, despite the economic challenges we face. Much of this growth is attributed to the Millennial Generation (those between the ages of 15 and 32). According to a study done by the Wine Market Council, the Millennial generation drinks the most wine, and are most likely to visit wine bars and belong to wine clubs. And many of them are just entering the legal drinking age. During each of the next six years there will be 4 million turning 21 each year. This is incredible news for those already in the wine industry, but even better for those looking to join.