Democratizing wine

Although wine consumption has increased at unprecedented rates in recent history, I wonder if growth rates will begin to plateau in the coming years unless all players in the wine industry find ways to innovate and appeal to a younger demographic. While I first began to think about this question when we learned about Cameron Hughes' marketing strategies, but it really struck me when Alder Yarrow visited class. I thought Alder was a fantastic speaker and connected with the class well; however, I was surprised when I looked at his blog and felt that I had been transported back 10 years to 2007. As one of the most highly regarded wine bloggers, I found it rather bizarre that the interface and format of the blog is so inaccessible. It felt as if there were a disconnect, as Alder talked about how he sought to make the content of his blog accessible to the average consumer (e.g., in terms of how he describes flavors). There is no doubt that the content is of the highest quality, but I can't imagine myself or anyone I know ever choosing to consume information presented in that form. 

I think this speaks to a systemic issue facing the wine industry: that all players, from wineries to distributors to wine experts, are using obsolete tactics to reach their audience. Wine is inherently difficult to purchase for the average consumer, given the abundance of choice. It is up to the wineries, distributors, and wine experts alike to make wine more accessible to the average consumer through easily consumable information and customer education. Customers today are more demanding than ever in wanting transparency and information about the products they are purchasing. It will become increasingly important for people like Alder to present that information in a relevant and seamless manner.

While the old school tactics have not meaningfully impeded their success to date, I think it will pose a significant challenge to growth as the younger generation today reaches the age where they are the primary target.