date:Mar 04, 2013
ly 70 million. But many young drinkers already are being wooed by the craft beer craze and the rise of cocktail culture, conditioned by celebrity endorsers and targeted marketing to gravitate toward sudsy brews and hard liquor.
The wine industry wants to convert millennials to Malbecs and Moscatos while they're still young, hoping to create a lifelong clientele.
Young drinkers are enthusiastic wine students, having been more exposed to wine at an earlier age than their parents. And more than h