Go to any wine industry gathering or seminar, and you'll see lots of consternation when it comes to selling wine to people aged 21-40ish. We seem absolutely befuddled. Chicken Little's "The Sky Is Falling" attitude permeates industry discourse - "White Claw" is a dirty word in these-here-parts.
I'm here to say that I think we're missing the forest through the trees - people in their 20s and 30s are drinking wine, period, something that wasn't true for the vast majority of the 20th and 21st century in the US.
The bottom line up front - the wine industry is trying to sell our father's Cabernet to us at unappealingly high prices and with language that doesn't resonate.
As a member of said 21-40ish demographic, here are some key points of differentiation we employ at Kiona:
No Flavor Listing - This industry trope is borrrrrring. When tasting a wine, people don't want to hear a list of flavors. Every winery does it, so if that's the case, how is it differentiating (or even engaging)? As far as we see it, there are precisely two ways to talk about wine - the "inside the bottle" stuff, and the "outside the bottle" stuff. For all intents and purposes, we do not talk about the "inside the bottle" stuff.
Limited Accolade Chest Thumping - When it comes to accolades, we receive plenty. But they're for the distributors. I doubt many (if any!) of our tasting room staff could tell you what wine/s got what numerical score. 21-40s don't care what some person in a cubicle thought about a wine, so why bother wasting bandwidth on it? Imagine a 26-year-old paying hundreds of dollars per year to get behind the paywall at a fancy wine-review website. It doesn't compute. A wine review is like the 11th-most-interesting thing you could say about a wine, and that's about where we value it in the wine information hierarchy.
Transparency - Our website, wine collateral, tasting room sheets, and social media emphasize full transparency. It's not uncommon for a winery to obfuscate basic product information, including critical details like vineyard sourcing. We make vineyard sourcing a literal activity when you visit - you get an 11x17" coded map that details each individual block used in every wine on the list across all five estate vineyards and 272+ Red Mountain acres under vine. Our "there are no secrets" approach to our vineyards, wines, winery, and procedures comes off as "genuine" and "refreshing," but to us, it just seems like a basic threshold premium wines should meet.