Align Your Wine Program to Attract 'Nouveau' Millennial Wine Drinkers

If you have a more-than-passing interest in drinking wine, you are likely to appreciate the reference to "nouveau" in a wine article is appropriate for this time of year. Nouveau Beaujolais is a popular wine made in the Beaujolais region of France, and released in the third week of November.

"Nouveau" is French for "new, modern, and up-to-date". Nouveau wines are released the same year the grapes are harvested.

And if you have a more-than-passing interest in selling wine in your startup restaurant, you should also appreciate the term "nouveau" in another context. That is, the many new wine drinkers who come of age every year.

Well-described as new, modern, and up-to-date, Millennials are eclipsing Baby Boomers as the largest food and beverage market, and many of them were barely out of grade school when this magazine was first published. To place it in perspective, 26 year olds comprise the greatest number of U.S. citizens.