The U.S. wine market is undergoing a seismic shift as Millennial and Gen Z consumers redefine how, when, and why they drink alcohol. For cold- and cool-climate wineries looking to grow their audience, understanding these younger generations is essential. In this keynote, I present insights from Business of Drinks' survey of 1,300 Millennial and Gen Z consumers, alongside data from Nielsen, IWSR, and other leading sources, to highlight key trends shaping the future of wine.

We'll explore what these young drinkers seek in alcoholic beverages, their evolving preferences for wine, and the channels they use to discover and purchase brands. Through case studies — including how Wente Vineyards successfully transitioned from a Baby Boomer-heavy audience to attracting younger consumers, and how the canned wine brand Maker Wine scaled its wine club to 2,000-plus Millennial and Gen Z members — I'll outline actionable strategies for wineries to stay relevant.

For cold-climate wineries, these insights provide a roadmap to connect authentically with the next generation of wine lovers. From digital engagement to sustainability messaging and experiential marketing, I'll share the most effective tactics to future-proof your brand in an evolving industry. Attendees will leave with data-driven insights on attracting and retaining the consumers shaping the future of wine.