Millennials are on the cusp of becoming the greatest wine-drinking generation in history, but their shopping habits vary greatly from the previous titans of the wine market—baby boomers—which has led some wineries to make a few changes.
As this younger generations steps into the wine-sipping shoes left by boomers, wineries have noted that millennials are slow to move to higher-priced wines and may also choose to stick with beer as the prosperous craft beer industry now offers a wide range of styles and taste profiles that weren’t available to baby boomers decades ago. Millennials are further drawn to authenticity and a brand that has a unique story to tell. They are also partial to organic brands and wineries that grow grapes sustainably.
Regardless of these preferences, millennials will not compromise on taste as they seek wines that please their palette and fulfill their list of criteria. That being said, Colorado’s wineries are stepping up to the plate.
The Winery at Holy Cross Abbey, the fourth-largest producer of wine in the state, has recently launched a new brand of wine that maintains the winery’s award-winning quality but at affordable prices. As Above So Below sells for $15 a bottle, and with names like Alchemist, Astrologist, and Theurgist, these wines carry the Abbey Winery’s unique benedictine monk story but with an edgier, modern twist.
Jackrabbit Hill Farm utilizes Biodynamic Farming Practices, which require the use of holistic regenerative farming practices to promote the health of the soil, crops, and livestock, which enhances the quality and nutrition of the food being grown with a heavy focus on sustainability.
Colorado Cellars, Colorado’s first winery and the largest producer in the state, offers more than two dozen wines under $20.
These are just three examples of wineries reaching millennial wine drinkers through new branding strategies, affordable prices, and sustainable farming practices. They are leading the way in Colorado’s burgeoning wine industry, which is making changes to accommodate a new generation of wine drinkers.