Tapping into the younger demographic starts with data. Understanding what motivates the next generation of drinkers requires looking beyond the wine category alone.
By learning from competition across the broader beverage alcohol market, wineries can adapt DTC strategies that play to the wine industry's traditional strengths — story, place, and craftsmanship — while meeting younger consumers where they already are.
This piece explores the shifts underway and the customer signals that matter most for winning the next generation.