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The London-based market research institute International Wine and Spirit Record (IWSR), specializing in the beverage industry, has analyzed which generations most frequently buy wine online. According to their e-commerce statistics, consumers from the Boomer generation (1946-1964) and Generation X (1965-1979) predominantly purchase wine in online shops.
According to Guy Wolfe, head of e-commerce statistics at IWSR, older consumers dominate the alcohol purchase statistics online in wealthier countries as they become increasingly familiar with digital technology. "In Australia, Italy, France, the United Kingdom, and Spain, Boomers and Generation X now account for more than 60 percent of online wine buyers," says Wolfe.
However, there are some countries where younger consumers lead the online sales statistics. Millennials (1981-1996) and older members of Generation Z (1996-2009) made up the majority of buyers in China (80%) and Brazil (64%), explained Guy Wolfe.
(ru / Drinks Business)