{"id":5511,"date":"2011-08-15T21:20:29","date_gmt":"2011-08-16T01:20:29","guid":{"rendered":"http:\/\/www.hagarty-on-wine.com\/OnWineBlog\/?p=5511"},"modified":"2011-12-27T22:40:49","modified_gmt":"2011-12-28T02:40:49","slug":"the-answer-my-friend-is-blowin%e2%80%99-in-the-wine","status":"publish","type":"post","link":"https:\/\/www.hagarty-on-wine.com\/OnWineBlog\/the-answer-my-friend-is-blowin%e2%80%99-in-the-wine\/","title":{"rendered":"The Answer, My Friend, Is Blowin\u2019 in the…Wine"},"content":{"rendered":"

World\u2019s Oldest Libation Is Newest Rage<\/strong>\u00a0<\/strong><\/p>\n

\"\"It\u2019s common knowledge among those who follow wine that the USA is hot.\u00a0 And we\u2019re not talking global warming.\u00a0 Consumption is the function.<\/p>\n

Two recent reports speak to what is unfolding in the United States of Winemerica.\u00a0 First, in 2010, we became the largest wine consuming nation on earth. Secondly, beer consumption is in decline, being driven by a younger, upscale crowd called millennials who are more eager to pull a cork than a pop top.<\/p>\n

Added to these dramatic shifts in alcohol consumption, there\u2019s been an explosion in the growth of wineries nationwide, further encouraging sipping rather than guzzling.<\/p>\n

As of 2010, there were 7,626 bonded wineries scattered across every state in the union, with California being home to\u00a0forty-four percent of\u00a0them. \u00a0Here in Virginia, we have passed the 200 mark and there doesn\u2019t appear to be any easing up. \u00a0Is this fun or what?<\/p>\n

But let\u2019s do the numbers.\u00a0 Wine consumption in the US climbed 2 percent last year to 329.7 million cases, generating $30 billion in retail sales.\u00a0 That compares with 320.6 million cases for France.\u00a0 While the French still hold the per-capita wine drinking title—USA\u2019s 311 million population is five times that of France\u2019s—our surging growth of younger wine drinkers and torrent of social media promoting the world\u2019s oldest libation is having its impact.<\/p>\n

\"\"An equally interesting counterpoint to America\u2019s wine ascendency is the decline in wine drinking occurring in France, where consumption has dropped by three billion bottles in the last generation.\u00a0 There is a fear among French wine lovers that the culture of wine drinking is fading.\u00a0 Just 16.5 percent of French citizens are now regular wine drinkers.\u00a0 Sacre bleu, who knew?<\/p>\n

One of the key drivers in our Nation\u2019s interest in the fermented grape is the growing importance of wine with food.\u00a0 Lifestyle changes in the last few decades have created a dramatic interest in serving wine on social occasions, from family dinners to corporate grand banquets. Unconvinced?\u00a0 Note the reaction of your party hosts the next time you gift them a bottle of wine.\u00a0 It will be all smiles.<\/p>\n

But is beer drinking really slacking off? \u00a0Indeed. \u00a0A July 2011 Gallup study surveyed 1,016 US adults revealing that 35% drank wine most often compared with 36% who favored beer and 23% who preferred liquor.\u00a0 It was the best showing for wine ever and the trend is likely to continue.<\/p>\n

\"\"In January of this year, a Nielsen report revealed millennials are more likely to explore new and different alcoholic beverages.\u00a0 In the US, this means looking past the beer aisle.\u00a0 The trend toward experimentation bodes well for future wine sales.<\/p>\n

One possible reason for the change in behavior is the marketing of beer for many years had a frat house slant, emphasizing goofy humor or young guys watching sports on TV.\u00a0 That\u2019s not a demographic brewers are pursuing now.\u00a0 Today, you\u2019ll likely view upscale couples enjoying a night out at a classy restaurant or outdoor activities such as cycling followed by a frosty brew that bears no connection to the image of partying good ol\u2019 boys. \u00a0Beer makers are following the dollar signs.<\/p>\n

Whatever the causes of the shift to wine, it bodes well for the health of our citizens.\u00a0 Numerous studies have shown that moderate wine consumption produces a number of positive effects on our health and well being.<\/p>\n

Ben Franklin summed it up nicely saying, \u201cWine makes daily living easier, less hurried, with fewer tensions and more tolerance.\u201d\u00a0 Sounds like sending a bottle of wine to every Member of Congress might even improve our political discourse.<\/p>\n

 <\/p>\n

Published in the 2011 Winter edition of the Virginia Wine Gazette<\/em>.<\/p>\n

\"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

World\u2019s Oldest Libation Is Newest Rage\u00a0 It\u2019s common knowledge among those who follow wine that the USA is hot.\u00a0 And we\u2019re not talking global warming.\u00a0 Consumption is the function. Two recent reports speak to what is unfolding in the United States of Winemerica.\u00a0 First, in 2010, we became the largest wine consuming nation on earth. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[1],"tags":[384,386,385,383,328,39],"yoast_head":"\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\t\n