New findings presented by the Wine Market Council in New York City last week, and reported by the Wine Business Insider, indicate that a whopping 14% of all wine consumers are drinking either less beer and less spirits (or both) and at the same time are drinking more wine.

Curiously, the research indicates that these are largely younger consumers, contrary to conventional wisdom that older consumers eventually cut down on beer and spirits while drinking more wine. A significant 52% of the "trade-off" consumers making the switch are under 42 years old, according to the study. It shows that between 2000 and 2005, the US wine drinking population increased by 31% among adults in households with income greater than $35,000.

People making the trade-off to wine also skew very highly towards red wine consumption, and their consumption of blush wines is very low, noted John Gillespie, President, Wine Market Council.

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