events set the tone for wine consumption. “Wine is a luxury product, but it’s also a fun product
by bringing her bottles and presence to events that welcome beginners. This year, one example was WINeFare, a celebration of the achievements of women who make natural wines. In June, WINeFare took place at the Haight Street Art Center in San Francisco. A number of North Bay producers were present, including
that’s meant to be shared with people. Wineries, retailers, restaurants and distributors should look for experiences that interest millennials and members of Gen Z. They should tie wines to those,” says Ward Trabue. Ward Trabue makes a variety of natural
Delphinium Wine Co. from Healdsburg, Cary Q Wines and Birdhorse Wines, both from Santa Rosa, and Matthiasson Wines from Napa. “North Bay producers can and are making wine
vintages for her label, Ward Four Wines. She sources grapes from vineyards in Healdsburg, Contra Costa County, Amador County and Mendocino County.
tasting and buying much more accessible,” says Ward Trabue. “I think it’s a good idea to link wine with nostalgia, such as cool movies like Party Girl with Parker Posey. Once I shared wines at a Dungeons & Dragons session that we played over the internet on Discord, a chat app. We recorded it for a podcast that you could download.” She added that she regularly sees a diverse audience enjoy Swirl School hosted by New York-based wine educator Amari Collins to learn more about wine. This particular recurring event occurs at Rampant Wine Co. in San Francisco. “At these events, producers and wine influencers talk to a fully packed house of folks from across the Bay Area. They explain grapes like muscat and viognier that are less discussed and interesting to young consumers. They make sure no one’s ignored and everyone’s treated well,” says Ward Trabue. Ward Trabue also shares that millennials and members of Gen Z are looking for opportunities to receive smaller shipments of wine at a lower cost. “Younger consumers may be interested in two 6-bottle shipments a year rather than quarterly 6 to 12-bottle boxes. Meet them where they’re at. If you want them to come visit, ask what music they’d like to hear and what they want to do at the pick-up party,” says Ward Trabue. g
“On my website and at events, I pair the wines with movies, TV, music and art. For example, my petite sirah grown in Healdsburg at Grist Vineyard is big, bold and juicy. I pair it with music ranging from jazz to classic rock,” says Ward Trabue. Ward Trabue often shares her wines with younger consumers
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