Americans aged 21-34 are an increasingly influential generation. Alcohol beverage companies need to know their taste and buying preferences in order to take advantage of the trends that can greatly impact business.

The recession that has gripped much of the world over the last year has caused consumers to seek out entertainment that provides the best value for money.

Despite the fact that many Americans have cut back discretionary spending, sales of 3 liter (3L) premium wine casks – better known to some as “boxed wine” – showed double digit growth in the fourth quarter of 2008, according to a new Nielsen study.
With a growth rate of 32 percent in the last 13 weeks of 2008, premium wine casks outpaced all other wine categories, and there remains room for significant growth going forward.
On a full year basis, premium wine casks grew 31 percent, compared to 4.4 growth for table …

A troubled economy doesn’t necessarily mean declining wine sales, Danny Brager, vice president, beverage alcohol, Nielsen, writes in a recent Progressive Grocer column. 
Brager cites Nielsen research showing that, while almost 50% of consumers have reduced their overall spending, wine sales remain healthy.
Growth of premium wines has declined slightly, but the category remains strong overall — perhaps because consumers tend to view wine as an affordable luxury, Brager notes. 
If the current trend continues, he concludes, wine may emerge as a ”recession-resistant” category.