Additional indicators of Millennials

More Millennials feel working class than any other generation (+56%) per a recent Ipsos Mori study and with brands like Airbnb, Uber, Etsy and Fabletics gaining momentum, disrupting and rewriting business models it’s easy to see why. Travel, handmade goods, cabs and other activities were previously only for the rich and were a real indicator of class.  This scenario has been completely changed because of access, new models and reduced wastage.

Food – and wine in particular – are the next industries to see similar disruption because, according to John Gillespie of the Wine Market Council, Millennials are the largest wine consuming generation (36% versus 34% for Baby Boomers). That means big money as the wine industry is a $38 billion pound industry in the US alone that sees roughly 1-2% growth year over year.  Experience is leading the charge, convenience and quality came first with the likes of ‘Enjoy Life By The Glass‘ (above) regularly seen at big arenas and events across the UK with rave reviews from both sides of the bar.  There are additional indicators, the latest of which is causing a stir with the red, white and rosé crowds – namely colour.

When I first heard about blue wine (and sampled some) I was surprised by the quality and experience – a perfect Millennial combination. Whether you buy it for fun, taste or the wow factor, products like the ones below are for everyone now and not just the rich because of the price and the way they are made.  Spanish startup Gik Live is leading the charge with blue wine. Founded by six entrepreneurs, Gik Live blend white and red grapes, anthocyanin, and indigo to create Blue Nun.  The eye-catching and vibrant blue is an experience that took two years to make with the help of researchers and universities in Spain.  Sweet, crisp and about $11 a bottle.  Available in the UK, Spain, France, Germany, and the Netherlands and planned U.S. launch in 2017.