A classic beverage is finding its way into the glasses of millennials across the United States. Whether at an outdoor barbeque or an upscale event, wine is increasingly becoming the drink of choice for the group of 21-34 year-olds. With incoming generations becoming old enough to drink, the trend doesn’t seem to be slowing down in the future. In the 2010 Wine Market Council trend report, millennials represent 38 percent of growth in the wine industry.

Millennials trump their baby boomer predecessors in wine consumption nearly four times in growth. The new class of wine drinkers, known for their love of exploration, are taking their new hobby seriously, spending $20-$50 per bottle.

What draws millennials to wine? One guess for this new surge of young wine drinkers is television. Sixty-four percent of millennials tune into food and wine television shows regularly, making wine drinking a more accessible concept. To continue growth, online marketers are capitalizing on this trend with highly evolved media campaigns. Millennials have the highest percentage of online social networking activity compared to any other generation. From their mobile phones or computers, millennials can use messages from marketers and share their latest wine adventures with their friends in seconds.

Overall, the Wine Market Council reports the wine industry has seen a continued upswing in recent years. In the last decade, weekly wine consumption has increased four percent. Much of this growth has been attributed to core wine drinkers, those who enjoy wine at least once a week.