Christian Miller, Research Director at the Wine Market Council and founder of Full Glass Research, joins Felicity Carter to explore changes in wine consumption. With decades of market research behind him, Christian outlines how economic, cultural, and demographic shifts are shaping the way Americans approach wine.
From the decline of traditional wine drinkers to the rise of hybrid and alternative alcohol products, the conversation covers a range of factors that are altering the market. Christian also examines the role of gender, income, and ethnicity in changing wine preferences, and discusses why some long-standing assumptions no longer hold true. Whether you're in the wine trade or just curious about consumer behavior, this episode offers a grounded and data-driven perspective on the future of wine.
This episode covers:


Key reasons behind the recent decline in US wine consumption


Differences between generational attitudes toward wine


The effect of economic pressure and wellness trends on alcohol buying


How wine's unique position has been diluted by market competition


Results from category shifting and consumer behavior research


Emerging demographic and ethnic shifts in wine consumption


Gender-specific perceptions of wine among younger drinkers


Consumer response to packaging formats like cans and boxes


Prospects for wine labeling, transparency, and simplified consumer guidance


Meet your host:
Felicity Carter is an award-winning wine and drinks journalist, editor, speaker trainer and content strategist. She led Meininger’s Wine Business International to become the world’s most must-read wine trade magazine, and was founding Executive Editor of The Drop/Pix, which the Wall Street Journal named one of the most trusted sources of wine information. A regular keynote speaker, she was named a 2024 Industry Leader by WineBusiness Monthly.

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