But, I believe one of the most significant ways to mitigate this decline, is to appeal to the younger generations of wine drinkers. As someone who has dedicated their career to winemaking, I see the potential to allow the wine industry to continue to thrive, starting with how wineries, especially smaller ones, engage and involve younger audiences.
Sip, stroll, and savor: offer experiences
Too often, younger adults are not taken seriously in the wine world. The narrative seems to imply that younger generations – college graduates and early career professionals – don’t have the refined palate or the interest in fine wine. That is simply not true. While larger wineries have the resources to advertise directly with this demographic, smaller wineries tend to miss this opportunity. At Millbrook Vineyards & Winery, we recognize the importance of building relationships with these emerging visitors and customers.
Instead of relying solely on traditional wine marketing, we focus on creating experiences that resonate with younger audiences. Each Friday evening throughout the summer months, we invite food trucks, one of the most popular dining-out options, to the property for guests to enjoy and picnic. Throughout the year, and especially during our shoulder season, we partner with other small businesses to offer a variety of workshops and hands-on experiences such as build-your-own charcuterie board workshops, sip & paints, tarot card readings, pop-up bookshops and more – all trending gatherings that millennials and Gen Z are itching to try out.
Clarity at every sip
One area that I believe is a compounding issue is the overuse of industry buzzwords like “environmental”, “sustainable”, “biodynamic”, and more. While these are important concepts in winemaking and oftentimes important to younger generations, the way they’re presented can amplify an already confusing and complicated practice, especially for newcomers.
Wine, by nature, is complex, with hundreds of different varieties created in different countries and regions, all promising different tastes and characteristics. Whether the bottle is dry, earthy, fruity, has a body filled with tannins, or has a different texture or finish, adding buzzwords without context can alienate potential drinkers. Instead of relying on buzzwords, wineries should focus on clear communication and transparency. Invite visitors to see these practices in action when they visit the vineyard, giving them a firsthand understanding of what wineries do and why it matters without relying on jargon.
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Build meaningful connections
Another critical issue is that I don’t see younger customers demanding premium wines based solely on price or prestige. Younger wine drinkers are driven by experiences, not price tags or name recognition. They want to visit wineries, walk through the vineyard, meet the people behind the product and leave with a story to tell. This is something we’ve embraced at Millbrook by offering tours, tastings and events that allow visitors to immerse themselves in the winemaking process. These experiences not only create lasting memories but also help deepen the appreciation for the winemaking craft. Wine is something that takes time to understand, and our goal is to guide new drinkers through that journey in a way they can appreciate throughout life, in moderation.
It's important to note that wine is not disappearing; younger generations simply view alcohol consumption differently. They are less interested in drinking in excess and more interested in enjoying a beverage with friends over a meal, in a social setting or celebrating a milestone.
It’s easy for wine to become a passion – whether through collecting bottles from different regions or learning about the stories behind each vintage. Because of this, I believe wine will remain a top beverage sector because of its rich history and depth. The future of wine lies in the hands of the next generation, and it’s up to today’s wineries and winemakers to make sure we meet them where they are – offering experiences, providing clarity and fostering genuine connections.
Wine is more than just a drink – it’s a story waiting to be told. Let’s make sure we’re inviting the next generation to be a part of it.
Ian Bearup is Head Winemaker at Millbrook Vineyards & Winery in Millbrook, New York
