On Wine Sales: It's Just a Matter of Getting the Kids to Listen to Their Elders

Article fully articulates the challenge of wine sales to Millennials and Gen Z

I consume so much wine-related media, that I sometimes think I must have clogged my virtual arteries with such a deadly level of ones and zeros that my brain is going to have some sort of digital coronary. But I risk all this for you, my readers, in an attempt to occasionally bring you the most insightful commentary I can find.

And I found one.

Let’s start with this: the most important question facing the wine industry is 1) how the millennial generation will interact with, consume, and buy wine going forward and 2) how GenZ will adopt wine going forward. It’s important to note about GenZ that half of that generation is still under 21 years of age and too young to legally purchase alcohol. This makes these youngsters a somewhat opaque group when it comes to wine and wine consumption, but not entirely.

With that said, I want to draw your attention to what I think is one of the most insighteful articles on this topic I’ve read in a very long time. It is a fantastic read because it identifies the macro trends that are and will impact the question of the youngest generations’ relationship with wine. And in many cases, it does so with the help of a group of younger, informed wine industry pros who know their peers and who understand intimately the social, cultural, and economic circumstances of their profession.