A number of industry commentators have suggested that these figures are little to be concerned about, as typically young drinkers will move into wine in the future and complete their place in the cycle (Batt & Dean, 2000). However, many are concerned that young drinkers are not taking up wine as a drink of preference as did previous age cohorts, and that this could lead to a “demographic black-hole” in the wine consuming market (Kramer, 1997, in Ruthven, 1998; Larson, 2000).