Unlocking Potential: What It Will Take to Establish Old Vines as a Distinct Commercial Category

Those of us dedicated to preserving and studying old vines understand this fundamental truth: the longevity of most old vineyards globally depends on their financial viability for growers. To better support these vineyards, we must explore two main avenues: government or third-party financial incentives to maintain old vines, or increasing consumer demand for old vine wines to justify higher sales prices.

Unfortunately, government support often leans toward incentivizing the removal of vines rather than their preservation. Thus, driving broader commercial interest in old vine wines becomes paramount. This was the focus of a recent panel I led at the Old Vine Conference Meeting of the Minds 2025 in Santa Rosa, California, where we discussed the challenges and opportunities associated with raising awareness for old vine wines, a key principle guiding my volunteer role with the Old Vine Registry.

The Old Vine Registry is an academic resource and may take time to gain traction among consumers. For old vine wines to spark interest, sommeliers, retailers, distributors, and importers need to step in and create momentum.

During the session, which you can watch here, we began to explore how to position old vine wines as a distinct category in the marketplace. My panelists shared honest insights about the realities in their respective fields as we scratched the surface of what needs to be done.

This session was one of many engaging discussions at the Old Vine Conference. If you’re interested in deeper insights about old vines, you can find the full set of sessions from the 2025 conference here.

I welcome your thoughts on this topic after you watch the session!

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!