Grandpa may still be jamming out to the Beatles (Napa Cab), but Gen X wants to blast Pearl Jam (Loire Pinot), while Millennials and Gen Z are Taylor Swift one minute, K-Pop the next (Sancerre, then a bottle swig of "California" Pet-Nat).
Different generations have fermented in dissimilar cocktails of cultural references, political landscapes and broad socio-economic trends. Is it any wonder that they want very different things from wine?
While wine sales enjoyed a steep upward trajectory for decades, the decline in the past several years means that making great wine and putting it on the market is no longer nearly enough to not just maintain a profit, but to stay in business.
"There's no question the industry is going through a moment of recalibration, but from our perspective, this is just a correction," says Samantha Silva, estate manager at Calistoga's Larkmead Vineyards. "Consumers are asking more thoughtful questions about value, authenticity, and relevance, and that's healthy."
Across the board, Silva says, there is a desire for experiences with wine that "feel meaningful rather than transactional."
Ready to get real? Here's what to know about how each generation thinks about and defines what's meaningful to them.
The culture of wine
Your idea of a good time at a winery may have more to do with your age than your personality.
For Boomers and to a lesser extent Gen Xers, simply enjoying a glass of wine with a sunset is often enough, says Steve Sangiocomo, a third-generation partner at Sonoma's Sangiocomo Family Vineyards.
"But for Millennials and Gen Z, we're finding that having trivia nights, or partnering with local chefs and bakers on food pop-ups, wellness or yoga events in the vines, that's what draws people in," Sangiacomo says. "We are also family friendly. We have an area where kids can run around and enjoy themselves, and that allows young families, including some of our friends in the area, to come in, feel welcomed and relax."
For younger generations, Silva points out, wine is no longer an "everyday default."
"It's something more celebratory and meaningful, and that shift places an even greater emphasis on the importance of storytelling, hospitality and relevance," Silva says.
Explaining the people behind the label, what they do, and why, is increasingly important for hooking the young 'uns. Michelle Kaufman, vice president of communications at Willamette Valley's Stoller Wine Group says that younger consumers respond to "values-aligned storytelling."
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