The Millennial Aha! Moment is Missing
Where is the Big Bang of understanding that sparks a collective “aha!” moment in wine and creates a lasting cultural footprint among the Millennial generation much as that experienced by the Boomers? That “I kissed a wine and I liked it” feeling? That magic carpet ride?
Wine writer Andrew Jeffords describes the existential moment this way, “…we suddenly relish the wine we’re tasting in a more comprehensive manner than we’ve ever been able to do before. We suddenly ‘get it’, often with overwhelming force. We suddenly grasp, in other words, the radical principle of beauty common to all good and great wine, and gasp for a moment at the extent of its appeal. We understand how wine creation might mesh with other cultural activities.”
Entering DEFCON 3
Warning sirens began sounding throughout the U.S. wine industry and (because the U.S. is the world’s largest wine market) throughout the wine-producing world earlier this year with the release of the Silicon Valley Bank State of the Wine Industry Report 2019. The Millennials, now average age 30, are fast developing the cultural habits that will follow them for the rest of their lives, but enjoying a healthful glass of wine isn’t one of them. The Millennial generation is passing up an amazing universe of wine options to chase bro brews, spirits and cocktails with sexy, sensual name references and the new cannabis options.