It’s the same conversation in boardrooms, discussion boards, symposiums, and industry reports: “Younger consumers just aren’t drinking wine like previous generations.” Sure, the concern is valid. But the narrative misses key nuances. The reality is that younger consumers are still just that—young....

The Marketing Behind Come Over October Hopefully, by now, you’ve seen some wineries participate in Come Over October, a new program launched to benefit the wine industry. Our industry is facing a critical shift where the cultural narrative around wine is being scrutinized. At the same time,...