Is the Millennial market all it’s cracked up to be?

  The wine business has recently turned its attention to US millennials, those consumers born between 1980 and 1995. This generation is one of the most-hyped in history, sought after because they are willing to travel, explore their tastes and try new things. But, says Rob McMillan, founder of the Silicon Valley Bank’s Wine Division, the rise of the millennials may not be a uniformly positive trend for the wine industry.     “The millennial generation receives a great deal of ink because we are all looking for the next market,” he says. “Yet when we survey wineries and ask them what percentage of their wine is sold to various generations, millennials are near the bottom.”   Read more at Is the Millennial market all it’s cracked up to be?