Lots to unpack here! It's interesting that Grady says "keep the wine list simple, don't overwhelm" and then Nicco's is all about the extensiveness and global variety of their list. A lot of this probably comes down to: where ARE you in the world? If you're in NYC or San Francisco, that's going to be a different approach than if you're a wine bar or restaurant in Milwaukee.
(That said, I've read elsewhere, in other polls/data studies that younegr generations are much more into global variety and indigenous grapes, etc. than the Boomers ever were, so likely we're trending in that direction. If we need stories to go with the wine, then we need VARIETY with those stories, too. We can only listen to so many Napa winery stories before our eyes glaze over.)
And THAT said, I nevertheless think stories / storytelling has a limit to its use. Stories of modern day winemakers and vineyards and wineries all start to sound awfully similar after the first few. There's a handful of variations on a handful of themes, and then you've roughly heard them all. It's a great thing to personalize any wine, but I'm wary of leaning on that element too strongly, as though it will float the ship forever going forward.
I think we're in an odd moment where we're throwing a lot of things againt the wall to find out what sticks. It's awesome that we're trying new things - that is Step 1, no matter what. But we're still uncertain what exactly or how our language of wine needs to change. What precisely about the service or the online social media content will move the needle. But at least we're finally trying. And generally speaking we do know that wine needs to go more casual - the Boomers are just about the only people left who want the fine dining + 4x markup bottles version of wine service.
Dave, I clearly believe that storytelling can be a major differentiator in attracting and growing your customer base. It's the premise of my post. Variety is key as you write. Whether it's a winery or a bar/restaurant, you have to figure out what your value proposition is and then maintain a consistent brand promise. Say you are a wine bar and you decide to showcase wine and movies...you decide to feature the classics and you design the space to be like Rick's Cafe from Casablanca. You bring in wines that "pair" well with the brand. That's a story. Across town, another wine bar, more of a Barbie speakeasy, sets up shop and features chick flicks and wines that pair with them. The decor is pink and gold. They specialize in brunch, and bachelorette parties. If you are a winery in an emerging region and your wine hasn't yet reached its prime, perhaps you build an amphitheater and offer dinner and music each weekend. That's a different story. In terms of social media and other tools, I believe that cultivating a sense of community is important whatever your story. If you are a new brand that specializes in natural wines. You might want to find some social media influencers to help tell your story. If you are more established, you might send your winemaker on the road for a series of wine dinners or start an insiders' club. The trick is determining what you want to be and then building your brand, supporting narrative and collateral to support your story. One last thought. I smiled when I read your comment about wine lists. Simple and less confusing is better. The real talent is taking a comprehensive list and simplifying it so that it welcomes guests to the party. Nicco's list does that. I actually asked if I could take a copy home with me because I would use it for bedtime reading, one region at a time;-) Cheers, Corinne
Such a well-organized and insightful piece on this important topic! I really enjoyed all of the different perspectives you shared and creative ways different members of the industry are breaking the mold to re-inspire a love for wine across new generations. Thank you so much for including my report, I really appreciate it!
Something that really stood out to me was this quote - "Exploration and curiosity with the interest in how and why, rather than just how it tastes, has made service an almost new experience.” It's so true. Any wine I have a deep connection with has ALWAYS come from the story behind it, not the fact that it was just a good wine. The story and people behind the wine are the very things that make it so magical, and why we want to share it with others. That is the heart of what we need to get back to.
I think that you have touched upon something with this piece. Wine has been around for thousands of years, and has been consumed by all classes of people for most of that time. Heck, Jesus turned water into wine at a very modest wedding in Cana — as his first miracle! There has been a snobbery built up around wine in our lifetimes, and there has been a vocabulary — a way of talking about wine — that I believe makes “non experts” intimidated by wine. Grateful for this piece and the rest of your content for piercing through that.
Thanks Clarendon. One of my favorite quotes is from a story I read in Wine Spectator. “Wine comes from grapes. Grapes come from vines. Vines come from the earth. Just like the tomatoes you put on your salad. Don't let anybody make you feel like wine is out of your reach. Enjoy it, learn about it, but don't sweat it.” Cheers, Corinne
Lots to unpack here! It's interesting that Grady says "keep the wine list simple, don't overwhelm" and then Nicco's is all about the extensiveness and global variety of their list. A lot of this probably comes down to: where ARE you in the world? If you're in NYC or San Francisco, that's going to be a different approach than if you're a wine bar or restaurant in Milwaukee.
(That said, I've read elsewhere, in other polls/data studies that younegr generations are much more into global variety and indigenous grapes, etc. than the Boomers ever were, so likely we're trending in that direction. If we need stories to go with the wine, then we need VARIETY with those stories, too. We can only listen to so many Napa winery stories before our eyes glaze over.)
And THAT said, I nevertheless think stories / storytelling has a limit to its use. Stories of modern day winemakers and vineyards and wineries all start to sound awfully similar after the first few. There's a handful of variations on a handful of themes, and then you've roughly heard them all. It's a great thing to personalize any wine, but I'm wary of leaning on that element too strongly, as though it will float the ship forever going forward.
I think we're in an odd moment where we're throwing a lot of things againt the wall to find out what sticks. It's awesome that we're trying new things - that is Step 1, no matter what. But we're still uncertain what exactly or how our language of wine needs to change. What precisely about the service or the online social media content will move the needle. But at least we're finally trying. And generally speaking we do know that wine needs to go more casual - the Boomers are just about the only people left who want the fine dining + 4x markup bottles version of wine service.
Dave, I clearly believe that storytelling can be a major differentiator in attracting and growing your customer base. It's the premise of my post. Variety is key as you write. Whether it's a winery or a bar/restaurant, you have to figure out what your value proposition is and then maintain a consistent brand promise. Say you are a wine bar and you decide to showcase wine and movies...you decide to feature the classics and you design the space to be like Rick's Cafe from Casablanca. You bring in wines that "pair" well with the brand. That's a story. Across town, another wine bar, more of a Barbie speakeasy, sets up shop and features chick flicks and wines that pair with them. The decor is pink and gold. They specialize in brunch, and bachelorette parties. If you are a winery in an emerging region and your wine hasn't yet reached its prime, perhaps you build an amphitheater and offer dinner and music each weekend. That's a different story. In terms of social media and other tools, I believe that cultivating a sense of community is important whatever your story. If you are a new brand that specializes in natural wines. You might want to find some social media influencers to help tell your story. If you are more established, you might send your winemaker on the road for a series of wine dinners or start an insiders' club. The trick is determining what you want to be and then building your brand, supporting narrative and collateral to support your story. One last thought. I smiled when I read your comment about wine lists. Simple and less confusing is better. The real talent is taking a comprehensive list and simplifying it so that it welcomes guests to the party. Nicco's list does that. I actually asked if I could take a copy home with me because I would use it for bedtime reading, one region at a time;-) Cheers, Corinne
Such a well-organized and insightful piece on this important topic! I really enjoyed all of the different perspectives you shared and creative ways different members of the industry are breaking the mold to re-inspire a love for wine across new generations. Thank you so much for including my report, I really appreciate it!
Something that really stood out to me was this quote - "Exploration and curiosity with the interest in how and why, rather than just how it tastes, has made service an almost new experience.” It's so true. Any wine I have a deep connection with has ALWAYS come from the story behind it, not the fact that it was just a good wine. The story and people behind the wine are the very things that make it so magical, and why we want to share it with others. That is the heart of what we need to get back to.
I think that you have touched upon something with this piece. Wine has been around for thousands of years, and has been consumed by all classes of people for most of that time. Heck, Jesus turned water into wine at a very modest wedding in Cana — as his first miracle! There has been a snobbery built up around wine in our lifetimes, and there has been a vocabulary — a way of talking about wine — that I believe makes “non experts” intimidated by wine. Grateful for this piece and the rest of your content for piercing through that.
Thanks Clarendon. One of my favorite quotes is from a story I read in Wine Spectator. “Wine comes from grapes. Grapes come from vines. Vines come from the earth. Just like the tomatoes you put on your salad. Don't let anybody make you feel like wine is out of your reach. Enjoy it, learn about it, but don't sweat it.” Cheers, Corinne