The overriding conclusion of the Merrill Research & Associates (2003) tracking study is that the . wine industry now stands at a crossroads. For the first time in thirty years, a new generation of young adults gives evidence of a strong preference for wine as part of their lifestyles. Many of them are entering the category as core wine drinkers. With their significant age-group numbers and their adoption of wine in their mid-twenties, they are a leading indicator of great potential as their cohorts likewise reach adulthood. With adult per capita consumption of table wine now at a twenty-year.
