Young wine drinkers
drive pushing people out of cities to explore the beauty of the countryside, but the focus needs to be taken off the technical aspects of winemaking and broadened to entertain a better-informed audience. One such winery offering unique experiences to draw in a younger crowd is Abbot’s Passage in Glen Ellen. Beyond thoughtfully crafted, field-driven wines, the space hosts a mercantile, shuffleboard courts, glass or bottle service on picnic tables in the olive grove and casual tastings among its 80-year-old zinfandel vines. At their mercantile, visitors can shop a curated collection of locally sourced treasures, sustainably crafted goods and other unique finds. On weekends, the winery invites guests to play shuffleboard on courts nestled among the vines. Cat Hunter, associate marketing manager for the winery, confirms that patrons—largely Gen X and millennials—are drawn to this laid-back yet thoughtful approach. "We want the space to feel accessible, comfortable and inviting—to encourage guests to settle in, explore the wine and make an occasion of it. Our regulars find this casual hospitality really appealing." Hunter affirms that the In the Field: The creative tasting rooms of the North Bay Abbot’s Passage - Mercantile and shuffleboard, Glen Ellen Benziger Family Winery - Biodynamic farm tours, Glen Ellen Matanzas Creek Winery - Lavender fields and bocce, Santa Rosa Chenoweth Wines - ATV tours, Sebastopol The Donum Estate - Wine tasting among impressive sculpture collection, Sonoma Valley Sterling Vineyards - Aerial tram, Calistoga Ryme Cellars - Laidback wine picnics al fresco, Forestville The Study Wine Bar - Urban winery serving natural wine from the Richmond Wine Collective, Richmond Dos’ Bar - Cooperative tasting room featuring local natural wine, Sonoma
Millennials enjoy Martha Stoumen wines at a club-member event at the Assembly in San Francisco. [Photo by Emma K Creative]
pomp and circumstance of yesteryear's tasting rooms is the wrong approach when welcoming younger groups. "There's an element of ease and whimsy we like to keep alive in everything we do, and we've found this attitude has really boosted engagement across all age groups." While the WineGlass Marketing report offers valuable insight into wine-consumption trends among Gen X and millennials, it's crucial to note that the survey focused solely on current wine drinkers. This approach allowed for in-depth analysis of existing consumer behaviors and preferences but leaves the broader challenge of converting non-drinkers to wine consumers unaddressed. DeMatei's solution? An umbrella campaign backed by the top-grossing domestic wineries aimed at selling Gen X and millennials on wine. "We need the Orson Welles, 'We will sell no wine before its time' campaign of the 21st century," she says, referring to the late 1970s Paul Masson wine advertisements featuring the acclaimed film director. In other words, the concept of regular wine drinking didn't sell itself in this country—it could be time again for the industry to unite and promote a new narrative of domestic wine to the younger target audience. As the wine industry grapples with shifting consumer preferences, the key to its success
may lie in understanding and adapting to the unique tastes and values of Gen X and millennials. These generations are rewriting the rules of wine consumption—favoring casual enjoyment, sustainability and diverse experiences over traditional wine education and formalities. As the survey suggests, to thrive in this new landscape, wineries would be wise to embrace innovation and community, both online and in-person, creating engaging online spaces and reimagining tasting room experiences to appeal to younger palates and perspectives. As in years past, the future of the wine industry depends on its ability to evolve and resonate with influential, new generations. By fostering authentic connections, prioritizing the health of the planet, and offering unique, memorable experiences, wineries can tap into the enthusiasm and spending power of Gen X and millennials. If the industry adapts to changing dynamics, it may well witness a renaissance in wine appreciation, one that blends the rich traditions of winemaking with the vibrant, diverse and tech-savvy spirit of younger generations. The challenge now is for the industry to come together, craft a compelling narrative and invite these new wine lovers to shape the next chapter in the story of American wine. g
Please email comments to jwalsh@NorthBaybiz.com
40 NorthBaybiz
October 2024
Made with FlippingBook. PDF to flipbook with ease