New spaces, young faces — Wine must meet the next generation where they are

Author: Areni Global If producers want to stay relevant to younger consumers, they’ll have to go to the so-called “third” and “fourth that they congregate. Read the wine industry’s headlines, and there’s plenty of hand-wringing about all the young people who aren’t interested. But in-depth research suggests the situation isn’t necessarily so bleak. A wide-ranging 2024 survey by Wine Institute of California offers a more nuanced picture of what young people really think, says Honore Comfort, Wine Institute’s Vice President of International Marketing. Young people today have “a very positive per...