Thank you for presenting this information in a logical and data driven manner. The battle of the generations often leads to opinion fueled discussions that are simply not productive or constructive. The end result is to just avoid the effort it takes to analyze the situation and seek sustainable solutions that invite and value input. Calling names and passing blame is not the game plan to success. Collaboration and communication is. Basically dismissing what an entire generation thinks about music, food, drink, or basically anything with a cultural date stamp, will limit your longevity in the business world.
As a member of the oft forgotten Jones Generation (1965-1971 DOB), that is deeply dedicated to the success of the wine world, my mission is to keep a seat (and a wineglass) available to anyone that wants to enjoy the fruits of the labor that made all things vinous possible. I may suggest you bring your earbuds if you dislike 1970s Heavy Metal!
Very interesting article with some very true issues. There can be a lot of mystery and elitism in the wine industry and many of the next generation wine makers are striving to change that. I happen to live in a wine region with one of the best universities for viticulture and oenology in the world. I also have a small vineyard and I make small lots of white wine, red wine and rose'. The process of making wine is one of the oldest and most natural processes and for many of us, wine is a labor of love. Nurturing the grapes, timing of the harvest and the wine production itself all have their own beautiful experience.
Some of the responses that you received indicated a lack of understanding and that is also a problem that the wine industry needs to overcome.
Most wines contain little if any additives, other than yeast, yeast nutrients and low levels of potassium metabisulfite or SO2, which is used as a sanitizer on wine making equipment and as an antioxidant and stabilizer in the wine itself. Some individuals mistakenly believe they have an allergy to sulfites in wine because they experience symptoms such as headaches or flushing after consumption. However true sulfite allergies are rare and more commonly associated with individuals who suffer from asthma. Consumers will find higher levels of SO2 on the dried fruit that they purchase at the grocery store.
I've gone on way too long but would be happy to share more information with you and your readers, if you like. Please contact me at Songbirdvineyard@hotmail.com
This is fascinating!! As someone who has a deep appreciation and love of wine and someone who drinks it daily in moderation, I would rather not drink at all if I didn’t have wine. It is simply the most lovely and alive beverage, the earth could gift us! :) thank you for reigniting my passion!
This was very insightful! I have noticed the shift towards hard seltzer, cocktails, and mocktails. The information you shared made me realize that seeing a millennial drink wine is a rare occurrence.
Weed I haven’t considered at all before, but that’s because it’s not leagal yet in Finland, so that was very eye opening. Cocktails are trendy, so it might calm down. Long term this is of course open for all and very interesting to see where it goes. Most likely polarization will happen in wines too, so bulk cheap and high quality will do ok, but middle ground hit hardest.
Has anyone looked at when the baby boomers adopted wine as their beverage of choice? I find that most people go through a progression of trying different beverages throughout their youth but will usually find wine through maturity and professional development. For instance, it no longer becomes cool to drink beer or cocktails at a business dinner or a romantic dinner. Perhaps these younger generations have not reached that point in their maturity as other generations have. I remember it was just a few years ago when the industry was jumping up and down saying that Millennials were adopting wine as their beverage faster than any other generation had before, that never seemed to materialize. I am not suggesting that the industry does not need to do a better job on all the points you made, but I also think we need to be careful not to create mass hysteria and panic.
Ciao Warner thank you for sharing. I was discussing your findings in the Rethinking the Wine Industry whatsapp community and I will write an article on www.vinophila.com. Only one quick remark: in Europe we are going to have the statement of ingredients and nutritional values mandatory from 2024 vintage. I agree with you that is a move toward needed transparency, but I wonder what will be the consumer's reaction in discovering that a 12% alcohol wine provide the same calories of a Coca Cola can.
When I was Santa Margherita Wine Group CMO, 15 years ago, Hard Rock Cafè decided to include calories in their drink list and asked us to provide the data for Prosecco (which as you know, has less alcohol but more sugar) and everybody was badly surprised about it, starting from the Brand Manager.
When people begin drinking beer, they're told it is an acquired taste. This creates an expectation that the person drinking their first beer, though they may not immediately enjoy it, will eventually enjoy it as they spend more time drinking beer. When it comes to wine - we don't communicate the same message. I would argue that wine is just as much of an acquired taste.
The very first wine I actually enjoyed drinking was, unsurprisingly, Moscato d'Asti. I'm sure that is the case for most people who venture into wine. It is fizzy, sweet, and tastes of apricots and flower petals - the Sprite of the wine world. You can pour it for almost anybody and, with few exceptions, they will enjoy the flavor. Pour a glass of Aglianico for a novice wine drinker and you may turn them off for life.
It took me a lot of practice in tasting and learning about other types of wine to finally start enjoying the flavors. I now make a living as full time sommelier. It is important for the wine community to focus on demystifying wine and to make it more relatable for the common person - I think that is something you do very well.
I have hope that wine, with a legacy that traces the entirety of human history, will find a way to capture the adoration of future generations.
Your research reminded me of this Yellowtail case study. Basically they believe your first point is a MAJOR reason - wine is too confusing and too hard to find something that tastes good. https://www.blueoceanstrategy.com/teaching-materials/yellowtail/
Thank you for sharing all of that great information! i love that you got such a huge response.
Excellent work! And a real eye-opener.
Thank you for presenting this information in a logical and data driven manner. The battle of the generations often leads to opinion fueled discussions that are simply not productive or constructive. The end result is to just avoid the effort it takes to analyze the situation and seek sustainable solutions that invite and value input. Calling names and passing blame is not the game plan to success. Collaboration and communication is. Basically dismissing what an entire generation thinks about music, food, drink, or basically anything with a cultural date stamp, will limit your longevity in the business world.
As a member of the oft forgotten Jones Generation (1965-1971 DOB), that is deeply dedicated to the success of the wine world, my mission is to keep a seat (and a wineglass) available to anyone that wants to enjoy the fruits of the labor that made all things vinous possible. I may suggest you bring your earbuds if you dislike 1970s Heavy Metal!
Cheers,
Tony O
Thank you so much for the thoughtful response and for taking the time to read this! Completely agree with your insights.
Very interesting article with some very true issues. There can be a lot of mystery and elitism in the wine industry and many of the next generation wine makers are striving to change that. I happen to live in a wine region with one of the best universities for viticulture and oenology in the world. I also have a small vineyard and I make small lots of white wine, red wine and rose'. The process of making wine is one of the oldest and most natural processes and for many of us, wine is a labor of love. Nurturing the grapes, timing of the harvest and the wine production itself all have their own beautiful experience.
Some of the responses that you received indicated a lack of understanding and that is also a problem that the wine industry needs to overcome.
Most wines contain little if any additives, other than yeast, yeast nutrients and low levels of potassium metabisulfite or SO2, which is used as a sanitizer on wine making equipment and as an antioxidant and stabilizer in the wine itself. Some individuals mistakenly believe they have an allergy to sulfites in wine because they experience symptoms such as headaches or flushing after consumption. However true sulfite allergies are rare and more commonly associated with individuals who suffer from asthma. Consumers will find higher levels of SO2 on the dried fruit that they purchase at the grocery store.
I've gone on way too long but would be happy to share more information with you and your readers, if you like. Please contact me at Songbirdvineyard@hotmail.com
Interesting article. Cheers to you for doing the work to share these facts with us but more importantly the industry
This is fascinating!! As someone who has a deep appreciation and love of wine and someone who drinks it daily in moderation, I would rather not drink at all if I didn’t have wine. It is simply the most lovely and alive beverage, the earth could gift us! :) thank you for reigniting my passion!
I echoed with an article and I share the link in it:
Here's my article:
https://www.linkedin.com/posts/randy-lee-6b706740_we-need-changes-in-mindset-we-need-think-out-of-the-box-activity-7181549505048113152-7DAM/
Thank you for coming up with such a meaningful research!
This was very insightful! I have noticed the shift towards hard seltzer, cocktails, and mocktails. The information you shared made me realize that seeing a millennial drink wine is a rare occurrence.
Great insights and lots of different perspectives.
Best read about the subject I’ve seen 👍👍
Weed I haven’t considered at all before, but that’s because it’s not leagal yet in Finland, so that was very eye opening. Cocktails are trendy, so it might calm down. Long term this is of course open for all and very interesting to see where it goes. Most likely polarization will happen in wines too, so bulk cheap and high quality will do ok, but middle ground hit hardest.
Has anyone looked at when the baby boomers adopted wine as their beverage of choice? I find that most people go through a progression of trying different beverages throughout their youth but will usually find wine through maturity and professional development. For instance, it no longer becomes cool to drink beer or cocktails at a business dinner or a romantic dinner. Perhaps these younger generations have not reached that point in their maturity as other generations have. I remember it was just a few years ago when the industry was jumping up and down saying that Millennials were adopting wine as their beverage faster than any other generation had before, that never seemed to materialize. I am not suggesting that the industry does not need to do a better job on all the points you made, but I also think we need to be careful not to create mass hysteria and panic.
Ciao Warner thank you for sharing. I was discussing your findings in the Rethinking the Wine Industry whatsapp community and I will write an article on www.vinophila.com. Only one quick remark: in Europe we are going to have the statement of ingredients and nutritional values mandatory from 2024 vintage. I agree with you that is a move toward needed transparency, but I wonder what will be the consumer's reaction in discovering that a 12% alcohol wine provide the same calories of a Coca Cola can.
When I was Santa Margherita Wine Group CMO, 15 years ago, Hard Rock Cafè decided to include calories in their drink list and asked us to provide the data for Prosecco (which as you know, has less alcohol but more sugar) and everybody was badly surprised about it, starting from the Brand Manager.
We will see what happens.
When people begin drinking beer, they're told it is an acquired taste. This creates an expectation that the person drinking their first beer, though they may not immediately enjoy it, will eventually enjoy it as they spend more time drinking beer. When it comes to wine - we don't communicate the same message. I would argue that wine is just as much of an acquired taste.
The very first wine I actually enjoyed drinking was, unsurprisingly, Moscato d'Asti. I'm sure that is the case for most people who venture into wine. It is fizzy, sweet, and tastes of apricots and flower petals - the Sprite of the wine world. You can pour it for almost anybody and, with few exceptions, they will enjoy the flavor. Pour a glass of Aglianico for a novice wine drinker and you may turn them off for life.
It took me a lot of practice in tasting and learning about other types of wine to finally start enjoying the flavors. I now make a living as full time sommelier. It is important for the wine community to focus on demystifying wine and to make it more relatable for the common person - I think that is something you do very well.
I have hope that wine, with a legacy that traces the entirety of human history, will find a way to capture the adoration of future generations.
Keep up the good work!
You may have a typo in your email contact information at the end (confidence is missing one of its Es).
Thank you so much for pointing that out! Just made the update.