Wine has evolved substantially in recent years. The days of "non-branded" labels being successful in the marketplace have passed into the pages of history, and the US market is poised to become the largest in overall production by 2012. An astonishing 6,100 wineries have produced over 40,000 product SKUs in the US alone, and mounting competition has become an ever increasing trend. In addition, a critical demographic has emerged with consumers 32 and younger. These consumers, dubbed Millenials, have fueled rampant growth, and most wineries have been feverishly trying to understand how to make the connection. Those that have not will have no choice, as Millenials now top all segments in purchases of $20+ wines and wine club memberships.
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