North Bay wine companies pull out the stops to win over younger drinkers
M arketing wine to younger consumers requires understanding what their parents enjoy and offering the opposites of those vintages, while ensuring products remain high quality and providing a bit of wine education. Ideas with a track record of success include sharing an array of wines at lower price points, integrating wines with music and social events, and pairing wines with dishes that include sustainably sourced, local ingredients. All the ideas can be accomplished in a relaxed atmosphere that invites exploration. Teron Stevenson, owner of Offhand Wine Bar in Santa Monica, says it helps to focus on natural wine. “This is one of the few segments of the wine industry that’s growing. Natural wines tend to have distinct tastes because By Jessica Zimmer
Cheese Plus, a specialty food store in San Francisco. Bell recalled one of her first tasting experiences as a young adult in Virginia. The tasting fee was $15. She and friends tasted a variety of wines seated outside on a lawn. “Compare that with some of the tasting experiences I’ve had in Napa. Many tasting rooms were austere and fancy. I couldn’t get another glass to taste. All the bottles were $70. I felt like I couldn’t even ask any questions,” says Bell. Bell has found that wine popups—which offer free tastings at art galleries, movie nights, stores with items in demand and drag bingo games—have drawn crowds and donations. “I’m seeing people want
to join my wine club because of this multi- pronged approach. It helps to get a boost from local media, like
articles in neighborhood newspapers and social media, such as posts on Instagram,” says Bell. From Highway 29 to Levi’s Plaza Outside the North Bay, wine country is not merely a few steps away. This means younger consumers typically purchase wine in two types of venues: bars/restaurants
they’re unfiltered. Many have unique label art and unusual color profiles. They’re a big part of the reason
young people come to my business,” says Stevenson. In 2024, the global market for natural wine hit $15.8 billion. That number is projected to reach $37.6 billion by 2033, according to data from Growth Market Reports, the research and business consulting arm of DataIntelo
or retail stores. The two classes of
establishments require different approaches. “In restaurants, guests already plan on spending a lot of money. But steep alcohol markups, especially on wine bottles, can still feel like a hurdle,” says Kaylee Daly, lead sommelier for Decant Napa Bottle Shop & Bar in Napa. “This creates challenges for bottle sales, particularly when wine is competing with single-serving cocktails that are beautifully made and presented, and can feel more approachable to some guests,” Restaurants that want to sell wine to younger consumers should offer a variety of styles at accessible price points. On the retail side, younger consumers are often drawn to wines that feel approachable and low-pressure. They look for
Consulting Pvt. Ltd., a Canadian consulting firm. The report adds younger consumers are interested in natural wine because producers showcase their products as health-conscious and minimally processed. “Overall, younger consumers are looking for a sense of authenticity coupled with possibilities to be curious. It’s intimidating to be introduced to wine with an $80 bottle of Napa cabernet sauvignon,” says Jessica Ryan Bell, founder and owner of Fat Cat San Francisco. Bell’s business is a wine club oriented toward millennials and members of Gen Z. Bell is also the former wine buyer for
32 NorthBaybiz
October 2025
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