Your Current Marketing Won't Work for Younger Wine Drinkers The generational shift in wine consumption is happening faster than most wineries are prepared to handle. According to Wine Intelligence's US Wine Consumer Trends 2025 report, millennials will surpass baby boomers as the largest wine-consuming demographic by value this year. Meanwhile, the oldest members of Gen Z (born 1997-2012) are now turning 28 and developing their own distinctive wine preferences. The problem? Most wineries continue marketing as if their primary audience is still over 55. The messaging, channels, and tactics that worked for boomers actively repel younger buyers. Let's examine what actually works when marketing to these crucial demographics. What Younger Wine Consumers Actually Want Millennial Wine Drinkers (Ages 29-44) Millennials approach wine fundamentally differently than their parents: What They Value: Transparency about production methods and ingredients Sustainable and ethical busines

For vineyard owners, harvest season brings both excitement and anxiety. As grapes ripen and sugar levels climb, they become an irresistible target for birds, deer, raccoons, and other hungry visitors. A single flock of starlings or a few persistent deer can cause significant crop loss — not just in volume, but in quality. For growers working tirelessly all season long, these setbacks can be devastating. That’s why more and more vineyards are turning to physical deterrents like netting — a simple yet powerful solution that protects the fruit without compromising the vineyard’s aesthetic or farming practices. At Trident Fence, we’ve worked with growers across the country to provide vineyard netting that’s durable, easy to install, and incredibly effective. Whether you operate a boutique winery or manage acres of vines across varied terrain, netting may be the smartest step you take toward a more secure and profitable harvest. Why Netting Works fo

A look at the trends influencing wine packaging design & innovation. Introduction U.S. wine total volume is expected to remain relatively flat for the next several years, while value will grow due to price increases and the persistence of the premiumization trend. In the crowded and increasingly challenging wine market, effective package design can help a brand get noticed and appeal to consumers. This report looks at several key trends impacting wine package design, from authentic storytelling to interactive engagement to environmentally and socially responsible solutions. Authenticity According to a recent GlobalData study, three out of four consumers consider product/brand authenticity essential or nice to have when making purchase decisions. This attitude is especially true among older generations and higher-income earners, a key demographic for wine sellers. Authentic brands are perceived as genuine, original, and transparent, providing quality assurance and trust. Euromon

  Sustainable farming practices are essential for protecting the environment, improving long-term agricultural productivity, and supporting healthy communities. In fact, many of the methods highlighted today are shared across a variety of certification programs, from sustainable certifications like SIP Certified to regenerative programs like Regenerative Organic Certified (ROC). While each certification has its own specific requirements, the core principles of responsible farming remain consistent. In this week’s Marketing Tip, we’ll take a closer look at three key areas – Water Management, Soil Health, and Habitat Preservation – and how sustainable farmers manage them to ensure future success. Water Management Water is one of agriculture’s most critical resources. Sustainable farmers work carefully to both use water efficiently and protect water quality.   Efficient Irrigation Anyone who has struggled to keep a plant alive knows that plants

Our latest Sustainable Winegrowing podcast episode brings together two of Turrentine Brokerage’s leading experts—Audra Cooper, Director of Grape Brokerage, and Eddie Urman, Central Coast Grape Broker—to explore how the wine industry can navigate a market defined by oversupply, shifting demand, and the growing push for sustainability. Listen to the full episode Play Episode 269: From Surplus to Strategy Meet Your Hosts Audra Cooper With nearly two decades at Turrentine Brokerage, Audra leads our grape brokerage team. A Central Coast native with a background in Agricultural Economics (CSU Fresno) and strategic management, Audra champions data-driven strategies to keep clients ahead of market shifts. Eddie Urman A Paso Robles native and Cal Poly alum, Eddie brings over ten years of vineyard management and brokerage experience to his role as Central Coast Grape Broker. Known for his deep grower relationships and hands-on market analysis, Eddie helps clients turn changin

Los Angeles-based Bay Cities Packaging & Design, in partnership with Cruz Foam, crafted an innovative 100% sustainable wine bottle shipping package for wineries and the growing number of environmentally-conscious consumers. The package is not only entirely reusable, but also exemplifies environmental responsibility during disposal. Once it reaches the end of its life cycle, the Cruz Foam insulation can be composted,* and the outer corrugate layer can be recycled in a curbside recycling bin.  This newly developed foam made from chitosan (a biopolymer derived from seafood industry waste and other food waste) will revolutionize the wine shipping industry and marks a significant stride forward in the packaging circularity movement that offers several benefits to eco-conscious wineries, including:  Reducing waste by breaking down into nutrient-rich compost instead of languishing in landfills;  Lighter weight and more compact packaging material resulting in lower freight

Wine Packaging & Displays That Shine on Shelf & Online First impressions can make or break the buyer’s journey – it’s essential to grab their attention FIRST.     Bay Cities understands the importance of eye-catching packaging and displays. Whether it’s being shipped or assembled in-store, we offer the solutions needed to make your product stand out on the shelf and behind the scenes.   State-of-the-art Digital Printing Innovative cost & time saving technology perfect for retail packaging, RSC boxes & wine carriers   FDA certified food & beverage safe water-based inks   800 dpi prints crisp small text even down to 4pt font Unbeatable Lead times are 14 business days or less   In-house ISTA Testing protects your product and profit during the transportation process You provide the product, and we’ll handle the fulfillment in our 560,000 sq ft. warehouse  Strategic transportation mana

Sustainability Across the Globe: BevZero’s Services and Equipment Bring Environmental, Operational, and Cultural Sustainability to Winemaking in the Low- and No-Alcohol Space With an increasing awareness as to the energy and resources required to produce products, consumers want to know what it takes to make an amazing glass of wine. While sustainability is not a new topic, BevZero is deeply committed to cutting waste everywhere possible in the production of beverages, across many products and categories, particularly the growing low- and no-alcohol sector. BevZero has been working for years to implement sustainability practices into each of its facility locations, with dedicated sustainability systems across production processes, equipment and management practices. Each location is affected by varying degrees of climate, water and energy challenges (cost, scarcity, and non-renewable), and the BevZero team across the globe is committed to improving its footprint. In addition to

JUNE 1, 2022 – SANTA ROSA, CALIFORNIA - M. A. Silva USA, the leading manufacturer of premium corks, glass, and packaging in North America, celebrates over 20 years of partnership with Smith-Madrone Vineyards and Winery. Located in St. Helena, California, Smith-Madrone was founded in 1971 by two brothers, Charlie and Stu Smith. Their highly acclaimed wines have placed the winery in Napa Valley’s spotlight for decades. To celebrate their long-term partnership, Neil Foster, President and Co-Founder of M. A. Silva, met with Charlie and Stu Smith in their vineyard to share a Smith-Madrone vintage sealed with M. A. Silva’s high-end natural cork. During this time, the three reminisced about their years working together and how the industry has changed. Neil Foster recalls when he first dropped off corks and how they were brought straight to Stu Smith’s home rather than the winery. The two parties attribute their strong relationship to having the same business values

Navigating the Sustainability Landscape: Which Certifications Matter?

As the labyrinth of wine industry certifications continues to expand, consumers often find themselves without a compass. By Deborah Parker Wong   Nearly half of American adult drinkers of beverage […]