SVB: Getting Younger Consumers into the Wine Category

Dear Client:   Wine has struggled to connect with younger cohorts, and the discussion has gone mainstream - you may have seen the recent New York Times article, "The American Wine Industry has an Old People Problem." "Those younger than 60 are less in love with wine than those older than 60. That means that we're replacing consumers who are more committed to the category and who spend more on wine today with consumers who drink more across all the