Although storied European wineries offer stiff competition, the American wine industry is booming. And since wine consumption continues to grow on a yearly basis, there’s truly no better time than now to enter this rewarding field. But how did the American wine industry become so successful? Continue reading to find out.
Modern American Wine: A Tale of Consistent Growth
Most experts agree that baby boomers – people born in the years following World War II – are the demographic most responsible for wine gaining such a strong foothold in the United States, with a noted increase beginning in the late 1960s.
Thanks to this generation’s influence, nearly 2,000 wineries were in operation at the turn of the 21st century, according to a 2013 Washington Post article by food columnist, Dave McIntyre. McIntyre goes on to explain that there were nearly 8,000 wineries in the U.S. by 2013. And this growth wasn’t restricted to states like California, Oregon and Washington either, which have long been havens for aspiring winemakers. The growth is mainly attributed to other regions across the country, from the Finger Lakes region in New York to Michigan’s Old Mission Peninsula.
Fortunately for the wine industry, things are still headed upward. Silicon Valley Bank’s 2017 SVB Wine Report noted that 83% of wineries expected the 2016 fiscal year to be anywhere from good to their best year yet. Moreover, the report suggests that per capita consumption is likely to continue improving, provided economic conditions cooperate. Another detail worth noting is that direct-to-door shipment now makes up a whopping 59% of total sales by the average winery – an indication that the Internet is opening doors that were once closed to the industry.
As the wine industry changes to accommodate younger generations, wineries must find ways to connect with consumers to promote their brand. Fortunately, Linfield College’s Online and Continuing Education program offers Wine Management and Wine Marketing certificates, which are ideal for anyone seeking to further their education on their own time. Apply today.