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p r a c t i c a l w i n e r y & v i n e ya r d n O v e M B e r 2 0 1 4 105 w i n e b u s i n e s s isolate blocks that really need water. There are GPS-related instruments, weather-related instruments, and now drones that can fly through and take pictures and analyze things. It is incred- ible how fast technology changes and there will be things that do not even exist that we will be utilizing five years from now. ■ Three come to mind. One, will we ever get labor solved? How does that look over the next 5 to 10 years? Second is water, (these are all probably equal in terms of importance, not 1, 2, 3) and pure water quality. What do we do as an in- dustry to continue to improve upon that? Third is certainly regulation, and it is even locally what you see is continuing struggles to do business in California given the amount of local and state regu- lation, and pressures that we are seeing. Environmental, water, septic, waste dis- posal and waste management, but even retail business, operating tasting rooms. ■ We do not see a lot of Americans who want to spend time in the vineyard, so increased use of mechanization to farm at a quality level is going to have to occur. ■ The two biggest demographic groups that we pay attention to are the baby boomers, and I am one of them, and the millennials, right? The boomers are get- ting older, and they are going to buy and consume less over time. Challenges exist for both groups. How to reach millennials, how to engage them and build brand loyalty with them is not as easy, or it is more complicated than the boomers. The way that they digest information online is very different from the way that consumers became loyal to brands in the past and found out more about brands. They do it in a much more fragmented way, in their own way. Millennials have proven to us that they are willing to get into the wine category and try wines at an earlier age at more premium prices. They drink more wine on premise by-the-glass than by the bottle. More wine consumption by mil- lennials without food, instead of a beer or a cocktail. We are a bit concerned about the declining baby-boomer con- sumption over time. ■ Overall, the wine business is healthy and it is going to continue to grow. It is not going to get share over spirits neces- sarily, but it has potential to take share Your pre-insulated piping solution for glycol installations. COOL-FIT ® Plus Systems! Your pre-insulated piping solution for glycol installations. COOL-FIT ® Plus Systems! www.cool-fit.georgfischer.com 9271 Jeronimo Road, Irvine, CA 92618 • Phone (714) 731-8800, Toll Free (800) 854-4090 e-mail: us.ps@georgfischer.com • www.gfpiping.com Fine Wine Making with Energy Savings www.cool-fit.georgfischer.com Practical Winery library.com Single-subject articles on a wide range of topics From the archives of Practical Winery & Vineyard PracticalWinerylibrary.com