Women may not always be your best wine buyers. Data says things vary with age.

A long-held maxim in wine marketing is that women are your best customers. However, new data indicates that can be true or false depending on age. Here are four charts looking at that along with competing beverage preferences

Data from Harris Poll
Fielding Period: November 9-11, 2016, Bev Al – eCommerce Shopping Behavior – Non-Proprietary Weighted To The U.S. General Adult Population Age 21+ – Propensity