A survey shows Generation X is leading the way in BC wine consumption, but Millennials are close behind.
The study showed that 58 per cent people ages 35-54 prefer wine that’s produced in BC.
Wine drinkers aged 19-34 say they are consuming more wine in their province than five years ago, something Owner and Operator of Northern Lights Estate Winery Doug Bell says is apparent.
“The future of the wine industry is certainly the Millennials, and we do believe that, in particular Northern Lights Estate Winery has a great opportunity to capture profiles of people as they’re starting to get use to wines and looking for higher quality wines on the fruit side as well.”
Bell says he has noticed a shift in the market lately.
“we’ve always been well supported by the community and by and continue to grow, but we are now starting to see sales growth outside of Prince George, significantly out pacing that of inside Prince George.”
The survey also found BC wine drinkers like red wine better than white, and one-and-five saying they prefer both equally.