HIST264

There is common perception that people age into wine, but in the last year we have seen that wine has lost share of wallet across all generations. As we have seen in the data reflected on in Distilled, in our eldest customer groups, Wine represents 6 out of the top 10 products segments segments purchased, but no Wine subcategories are present in the top 10 for Gen Z and only one appears for younger millennials . As the generation most likely to their spend to other discretionary spend categori...