The Inside Story from Italian Wine Merchants

What Do Millennials Want? A Wine with a Story

Posted on | February 27, 2014 | Written by Alex Passarello | No Comments

Findings by the Wine Market Council, graph from  WinesandVines.com

Findings by the Wine Market Council, graph from WinesandVines.com

Being a kid in the 90’s was awesome. My days were typically spent rolling around town on my Razor Scooter, sipping on Capri Sun, listening to Now! Volume 7, and generally being boss in every imaginable way. But alas – one must grow up and enter the real world. As time passes and my generation, known as “Millennials,” enters adulthood, we bring with us a fresh set of tastes, preferences and values. And while I’m typically wary of such all-encompassing generational monikers, it is impossible to negate the effects that Millennials have had on the world of wine.

Now, at the ripe age of 24, I’ve been lucky enough to taste a lot of amazing wines at IWM. My unique position does not make me an outlier, however; nationwide, young people are encompassing an increasingly broader share of the consumer market. Twenty-somethings in 2014 drink a lot more wine than twenty-somethings in 1994. Wine bars are popping up all over the city.

Most importantly, the Millennial wine market is less concerned with “old-guard” standbys such as traditional rating systems. Younger wine drinkers value an intriguing story over a number. Quoted in a recent Fox Business piece on Millennial wine drinkers, Melissa Saunders of Communal Brands says, “Historically, wine has been marketed to older generations and came with a huge pretense. But this generation is blowing all of that out of the water. They don’t care about the pretentiousness of a wine, they want something that is authentic and speaks to them.” I know my own experience attests to the truth of Saunders’ assertion.

One of my favorite wines comes from Movia in Brda, the land that straddles the border of Italy and Slovenia). Centuries old, the Movia estate is rare in that it combines old-world traditionalism with new-world sensibilities. Ales Kristancic, owner of Movia produces all of his wines biodynamically, meaning that not only does he grow the grapes and make the wine without intervention, he uses the movements of the moon and the stars to guide his practices. You might be inclined to raise an eyebrow at the cosmological aspects of Kristancic’s winemaking process–that is, of course, until you actually taste his wine. I recently had the pleasure of tasting the Movia Merlot 2004, which I found lively while remaining smooth and gentle. The 2004 Merlot from Movia offers a delightful expression of terroir that is drinking beautifully today.

Maybe you’re a Millenial, in which case I suggest you open a bottle of this biodynamic beauty for your friends. And maybe you’re a Gen-X or Baby Boomer, in which case I suggest the same. A great wine is a great wine, and as long as you’re over 21, you’re adult enough to enjoy it.

Comments

Leave a Reply





*