The Inside Story from Italian Wine Merchants

Kids Today (We Tell You)

Posted on | July 28, 2011 | Written by Andrew Miramontes | 1 Comment

Recently, the blogger 1 Wine Dude wrote a post called “Wake Up, Wine People” that recapped a podcast recollecting a recent appearance on a wine panel titled “Millennial Wine Interaction.”  Partway through his recap, he described how a young lady shared her unfortunate experience in the tasting room of an unnamed winery.  He says that this “twenty-something Millennial…more-or-less [sic] told the entire audience during my panel at the event that she was age-profiled when visiting a winery tasting room in California.”  He said she went on to describe how she felt she was cast aside simply because of her young age. Ultimately, he suggests that not marketing to Millennials, those people who came of age around 2000, is wrong and hurtful because, hey, Boomers will stop buying wine because, let’s face it, Boomers will die.

This got me thinking.

I had the great fortune of being a winemaking apprentice at a highly touted winery in the Willamette Valley in Oregon.  To say I learned a lot is a gross understatement.  But I remember that while I was there I noticed how young many of the major figures in Oregon wine scene were.  The hottest winemaker at the time was a twenty-something named Jim Maresh, grandson of one of the pioneers of the region.  And this was just the tip of the iceberg; my travels in the great region introduced me to many winemakers who hovered around the age of thirty.  For example, the leading Northwest retail wine website is run by a guy named Marcus that can’t be yet thirty.  When I was able to wander off and visit the other wineries, I saw a fresh out of college contingency everywhere. I can’t help but believe that this phenomenon isn’t limited to the Pacific Northwest.

Increased interest from the youth of America is essential for the growth of the wine industry and we don’t need people working against it.  Get with the program, unnamed winery in California. Millennials are not only buying wine; we’re making it.


One Response to “Kids Today (We Tell You)”

  1. Evan LaNouette
    July 28th, 2011 @ 3:21 pm

    Awesome piece. It really is a great point that will test the financial-foundations of the current champion producers.

    Great Work Andrew,

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