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In 1995, the wine industry saw the following as the main drivers of growth: Health benefits of moderate consumption, economic well being and affordable wine.
Would be interesting to see the same survey questions today. Especially given that more Americans believe moderate alcohol consumption is bad for one’s health (28%) than believe it is good (17%).
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Right-click image to view a larger, clearer size. Image from October 1995 Wine Business Monthly (Founded and owned at that time by Wine Industry Insight publisher Lewis Perdue)