Every crisis needs a culprit. The wine world seems to have found its own: young people.

“Generation Z doesn’t drink.”
“People in their twenties prefer cocktails.”
“They have no wine culture.”

It is a simple explanation—perhaps too simple—but it has one major advantage: it shifts the focus away from the industry itself. If young people are the problem, then wine doesn’t need to change; they simply need to learn how to appreciate it. (more…)

For years, the wine world lived with an almost religious conviction: wine had to be at the center of the conversation. Trade fairs talked about wine. Tastings talked about wine. Producers talked about wine. Communicators talked about wine. (more…)