What Gen Z Actually Wants From Wine
How to make wine matter to a generation that’s redefining drinking.
Wine marketers love to say that Gen Z “just doesn’t drink wine” or that “they’ll grow into it.” But is that really true, or are we not giving them a good reason to start? Maybe the real question is: What would it take to make wine matter to a generation that’s redefining everything about when, why, and what we drink?
Drop the Pret…
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