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Study: Millennial males are most active online wine shopper

What's most surprising is that the top online wine shopper demographic is also the most active brick-and-mortar wine consumer as well.

October 22, 2015

Male millennials are the top online wine consumers and purchasing wine at least every few months, according to a new study from the Wine Market Council.

The council is a non-profit association and the survey, conducted this past spring, features insight from 7,294 wine lovers.

Of those polled, about 75 percent are buying wine online and three-quarters also belong to a winery wine club. Online wine consumers tend to buy a half a case or a whole case, averaging between two and four bottles on an order. A good majority spend at least $15 per bottle, according to the study.

The online wine buying demographics aren’t likely to change as survey respondents expect to do the same next year, but some will be boosting online purchases. The most popular mobile app for wine purchase is Vivino.

What is a bit unique is that online buyers also are buying at brick-and-mortar retailers just as much as non-online wine shoppers, and buy more wine overall and spend more than those just buying at local stores.

Online wine buyers like the ease of buying at any time and the delivery to any location. Shipping cost is still cited as a prime reason for those not buying online and those who are.