Challenges for Young Vintners: Convincing Their Generation to Appreciate Quality Wine Chris Lehoux, January 29, 2024February 4, 2024 Julie Pitoiset, a 33-year-old winemaker at the historic Beaujolais producer Château des Jacques, acknowledges that her generation is consuming less wine, despite her dedication to the craft. This decrease in demand is a common subject of discussion amongst Pitoiset and her colleagues. However, they observed a silver lining: younger generations seemed to be the most enthusiastic visitors to the winery. Pitoiset and her team saw an opportunity and designed tours specifically tailored to this audience, promoting these tours directly to younger generations and simplifying the booking process through phone accessibility. According to Pitoiset, these specialized tours diverge from the norm since they need to cover basic concepts, such as the stages of tasting. Despite this, she finds the initiative rewarding. Pitoiset takes pleasure in making the centuries-old château more accessible and believes that winemakers play a critical role in educating the public about wine. She is part of a group of young winemakers aiming to make sure future generations continue to enjoy wine as their predecessors did. More from Robb Report Meet Kei Shiogai, the Man Behind Burgundy’s Newest Cult Wine Even the French Are Drinking Less Champagne Because of Inflation Home of the Week: A Sprawling Compound in the French Alps Gives New Meaning to High Design It will be an uphill climb for them. The entire wine industry appears to be at a crossroads, with recent research showing a decline in consumption. A decade ago, wine was the favored alcoholic beverage of 35 percent of Americans who drank, but last summer that number fell to 29 percent, according to a recent Gallup poll. Alcohol in general is less popular with people under 35, with the share of imbibers in the age group dropping to 62 percent from 72 percent 10 years prior. The wine industry’s headaches are further compounded with fresh competition like hard seltzers, canned cocktails, and cannabis-infused beverages. That has left wine lagging in some very important metrics for young drinkers, according to a 90-page report published last October that offered an in-depth analysis of Millennial and Gen-Z consumption habits. Of the 1,300 people surveyed, roughly three-quarters felt wine wasn’t a good value, and many responded wine didn’t deliver on the flavor front. Clément Robinet, the 28-year-old director and winemaker at Domaine J.A. Ferret in Burgundy, shares insights on the changing preferences of wine drinkers. He has noticed that his contemporaries are more likely to indulge in beer or cocktails yet believes with smart distribution strategies, young drinkers can be attracted to their wines. Therefore, their easy-to-drink wines are frequently made available at wine bars or bistros which typically cater to a younger audience. According to the World Economic Forum, Gen Z demonstrates a growing interest towards sustainability. Robinet sees this trend reflected in the wine industry with increased demand for wines produced through environmentally friendly, organic or biodynamic methods. Pierre-Emile Humbrecht, the 30-year-old manager of Domaine Zind Humbrecht in Alsace, shares this sentiment. When he purchases wines, he prioritizes those that reflect a commitment to sustainability. Another factor that draws in young customers is the winery’s environmental initiatives and sustainable practices. Just like Pitoiset, Humbrecht believes in the value of education. Despite many younger consumers showing preference towards beer, spirits, and cocktails, he aims to broaden their horizons by holding tastings at university wine clubs. Robinet too agrees on the importance of wine education to instill an appreciation for a variety of wines in the younger generation. Both Humbrecht and Robinet interact with their customers at fairs and via large tastings. They also acknowledge the role of social media in making connections but believe that it’s only the first step. Younger consumers are attracted to brands that offer authenticity and a real human story, rather than mass-produced beverages. Thus, a brand’s ability to evoke emotions and create shared experiences is crucial in attracting younger consumers. Best of Robb Report Why a Heritage Turkey Is the Best Thanksgiving Bird—and How to Get One 9 Stellar West Coast Pinot Noirs to Drink Right Now The 10 Best Wines to Pair With Steak, From Cabernet to Malbec Sign up for Robb Report’s Newsletter. For the latest news, follow us on , , and . About the Author: Chris Lehoux Meet Chris Lehoux, an experienced wine connoisseur and dedicated blogger with a deep passion for all things wine-related. With years of expertise in the industry, Chris shares insightful wine reviews, valuable wine tasting tips, expert pairing advice, and captivating tales of vineyard visits. Join Chris on a journey through the world of wine, where every sip is an adventure waiting to be savored! Wine