Per capita wine consumption

American per-capita wine consumption rising with American babies named Loki. The kid is not, of course, drinking the wine. The household drinking the wine is, statistically, more likely to give the kid an interesting name. The graph is reading the room.

US per-capita wine consumption grew from about 2.5 to over 3 gallons per person across this window as wine moved from special-occasion to weeknight default in many households. The Loki name climbed from outside the Social Security top 1000 to inside the top 500 in this window, lifted by the Marvel character debuts and the 2021 Disney+ series. Two unrelated cultural and consumer trajectories sharing a window because the same fifteen years rewarded both adventurous baby names and casual premiumisation of wine. Same household-temperament shift, two registers.

The same decade adventured in name and beverage. Different shelves, same impulse.