The Millennials Revolution


This time of year is really hectic: grape harvest, winery visits, tastings … but I took a moment to reflect on an article published in winenews.


Read carefully because, like it or not, they are our future:

 The ‘Millennials’ (those born between the 1980s and the first years of the new century) are changing the rules of the wine market in the US, number one in the world. For a generation which, according to ‘Canadian Wine Report’, accounted for 25.7% of consumption in the United States in 2012, the old canons do not matter any more. For instance? Industry publications, gurus and guides are of little to no importance; it is the social networks that rule. And the image of the classic bottle is no longer determinant: what counts in packaging is innovation, practicality and, most of all, environmental sustainability. Brand and type loyalty are non-existent. Curiosity is what guides these young people, who are not just looking to try new wines or wines from areas they do not know, but also want authentic products, which they study up on in detail online. Moreover, the classic occasions for drinking wine, like meals or cocktail hour, already seem like something for ‘old people’: wine is becoming increasingly popular, with this young crowd, at parties, discos, informal occasions and etc. Trends depicted, among others, in an article in ‘Fox Business’, which interviewed American wine industry leaders like Rowan Gormley, the CEO of Naked Wines, and Chris Fehrnstrom, Chief Marketing Officer of Constellation Brands. According to whom the Millennials are 30% of the ‘core drinkers’, classified as those who drink at least once per week…

In any case, I missed out on being a Millennial by a hair, so how are people like me, born at the end of the 1970s, categorised?:)))


At sixteen, girls were still calling each other from the payphone and video games only needed 200 liras taken from grandma’s pension. Which is to say, people from my generation are just at the edge of the internet revolution, and maybe this is a positive thing. Although we should take care to appreciate the advantages that digital technology can have for wine and the territory. No doubt about it, in the near future wine will be communicated online, and people will go to the Web to get an idea about what to drink. Writing about your business on Facebook or Twitter is not, as many still believe, a waste of time.