Will Boomers Keep Buying Wine?

The title of this piece is the question all wine companies should be asking today, because boomers are the dominant cohort across all price points above $14. Can they continue to buy your wine? 

I've been saying for nearly a decade the anticipated ascendance of millennials as the top cohort was greatly exaggerated as to both timing and impact, but their coronation is coming and the day when boomers no longer dominate consumption is also fast approaching.

Selling Millennials Through Myths & Lies (Part 2 of 3)

Desperate to find the secret of the millennial code, media and researchers have taken creative license over the past fifteen years which in the final analysis, hasn't provided the hoped for guideposts that would convert marketing strategy into new consumers - at least as it relates to the wine business. But it has created a dialogue overblowing the impact of our youngest cohort (eg, above video.)