There was once an age when wine was more commonly consumed than water, as a safer and healthier alternative. Today, particularly among younger demographics, wine is seen more as an indulgent "splurge" than a daily drink. What are some drivers, particularly in the health space, behind this changing trend?
One factor I found interesting was wine's altering health perceptions within the United States in recent years. Red wine was once perceived as a heart-healthy beverage, in no small part due to the "French Paradox". The French Paradox refers to the notion, popularized in the 1980's, that drinking wine may explain the relatively low rates of heart disease among the French despite their fondness for cheese and other rich, fatty foods. This theory helped spur the discovery of a host of beneficial plant compounds known as polyphenols. Found in red and purple grape skins (as well as many other fruits, vegetables, and nuts), polyphenols theoretically explain wine’s heart-protecting properties.
According to the Harvard Health Blog, however, these claims are becoming increasingly dubious. A 2014 study of older adults living in the Chianti region of Italy, whose diets were naturally rich in polyphenos said to protect the heart, found no link between these compound levels and rates of heart disease, cancer, or death. While the benefits are far from being disproven, it is likely that Millennials are less certain of wine's health benefits, adding one other factor behind wine's slow growth among this demographic compared to competing alcoholic beverages.
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