Issue link: http://winesandvines.uberflip.com/i/766392
156 WINES&VINES January 2017 BUSINESS PRACTICAL WINERY & VINEYARD " Curiosity is one part of it. People want to know what is out there. They want to try new things. The old standard of a gin and tonic or a Captain and Coke, those are easy and accessible. People want to know more about the world—especially the younger generation, and wine is part of that." " We as a culture have accepted wine as a more everyday part of life instead of a cel- ebratory kind of thing." " Millennials are interested in the details, and I imagine the next generation (will be) more so. The notion of authenticity." " It goes hand in hand with the generation being more social. Wine and cocktails are just a bigger part of their culture. The sharing and social media, it's just a part of their culture." " Millennials today are so much more knowledgeable with social media and technology. They search for new things, new ideas and products. You can see them studying a wine label, taking a pic- ture of it, bringing the wine label up on their iPhone, trying to learn more about it. They have a tremendous need for knowledge. They are searching for wine predominantly from California, but also all over the world. They want to learn about the Old World and the New World. They discovered bubbly, so they are drinking more bubbly. This is going to help the entire industry." " When I grew up there wasn't a lot of selec- tion or a lot of information. Today, kids are much more informed about products they are drinking and there is more availability." " Many of them are foodies who love food, and wine goes extremely well with food. I remember 25 years ago the biggest thing in the wine industry is it was intimidating. People were very concerned about mis- pronouncing the name of a variety. Now young people have been trained on Star- bucks and can describe the most compli- cated food and drinks SUMMARY The parents of millennials were the first generation to drink wine at the table. For them, wine consumption has moved beyond being purely celebratory to part of everyday life. There is a growing curiosity to expand into a wider market of diverse boutique products outside of conventional retail, in part driven by the ease of sharing infor- mation through the Internet and social media. Drinking high-quality wine could be considered an extension of the foodie move- ment, which prizes high-quality and local food. Newer generations are driven by a desire for authenticity, quality and image that includes boutique wine. This curiosity-driven culture fueled by the desire for new experiences. Marketing to millennials