Wine has long been a niche alcoholic beverage in Chile, as younger generations prefer beer or spirits over wine. Sparkling wine is the exception with total volume sales increasing by 35% in 2012. The appeal of sparkling wine to younger generations helped spur this growth - especially young, professional women entering the workforce at record numbers and looking for a more glamorous drink. Manufactures are also gaining market share in the segment by changing packaging styles and improving the quality of the wine.