A Report to Tell Us Exactly Who Is and Who Is Not Drinking

But, waiting go understand the "Why".

What’s more important to understand about wine consumption in the U.S? How much less is being drunk and who is drinking more or less wine? Or why is less wine being consumed?

Chris Bitter, the wine and grape analyst at American AgCredit has answered the first question in pretty definitive fashion in a recently released report, “The Moderation Movement, Part 1”.

Chris Bitter is an excellent analyst on these matters. His work is thoughtful, cautious, reliable, and, as a result, actionable. For example, Chris’ report tells us that while indeed Gen Z is drinking considerably less than their same-age peers from a decade or more ago, the downturn in consumption is also a matter of men and white folks curtailing their consumption of alcohol at a rate that should gain our attention.