It’s the same conversation in boardrooms, discussion boards, symposiums, and industry reports: “Younger consumers just aren’t drinking wine like previous generations.” Sure, the concern is valid. But the narrative misses key nuances. The reality is that younger consumers are still just that—young. Their drinking habits, lifestyle priorities, and financial realities don’t yet match those of past generations at the same life stage. But instead of writing off Gen Z or younger Millennials, the wine industry needs to adjust its approach. The traditional playbook doesn’t account for how younger consumers live, what they value, or how they engage with brands. If wineries want to stay relevant, it’s time to rewrite the script. 1. Younger Consumers Will Age Into Wine—Just Like Boomers Did A common misstep in the industry’s current panic is comparing a 23-year-old Gen Zer to a 45-year-old Gen Xer. The latter has had decades to develop

Afternoon Brief, December 29th

What Were Wine's Biggest Deals of 2023?: In uncertain times for wine, stronger players are scooping up small but promising vintners...

As valuable members of the restaurant and wine community continue to be affected by COVID-19 interruptions, Bouchard Cooperages and it’s family of coopers that include BILLON,  DAMY, MAURY, EUROPEAN COOPERS HUNGARY and MASTER COOPERS have pledged their support by donating $25 for each 2020 stock barrel sold. “We wanted to do something to help our community, and the restaurant and wine professionals affected by this crisis,” said Vincent Bouchard, Managing Director.  "I continue to be amazed to see the wine industry come together in support of the sommelier community during this crisis.  Not just in wine donations or monetary donations from producers and distributors, but to see the outreach from Bouchard Cooperages, a company whose product leads to the creation of wines that ultimately land in the hands of sommeliers and then on to restaurant tables” On behalf of the entire community and our board members, we could not be more proud to have