Inside the Wine Industry Network Expo: How Wineries Can Reach the Next Generation
This year’s Wine Industry Network WIN Expo made one thing abundantly clear: the opportunity for wine brands to reach and retain the next generation of wine lovers has never been bigger. Three sessions in particular offered clear, practical guidance for how wineries can connect with younger consumers while staying true to their heritage.
- Cultivating a Timeless Wine Brand in Changing Times
Wine marketing expert Adam Bird kicked off with a simple yet powerful idea: every winery needs a clear, defined brand archetype. With more choice than ever, modern consumers make decisions based on identity and values. Bird recommended anchoring your brand in one of the 12 Jungian archetypes as a framework for how your brand communicates, behaves, and shows up.
Bird stressed that chasing trends is a losing game. Instead, timeless brands stay grounded in who they are and translate that identity into new channels as consumer expectations shift. A strong archetype keeps your tasting room, marketing team, and leadership aligned so every touchpoint feels consistent and recognizable.
Key takeaway: Choose your brand archetype and use it to guide every decision.
- Next Gen Wine: How to Reach the Modern Consumer
Led by Double Forte’s very own Maggie Zeman, this panel broke down how Gen Z and Millennials connect with and think about wine. Spoiler: it’s about identity and experience, not tradition. These younger consumers discover wine through creators, niche communities, and platforms that sit well outside the industry’s usual comfort zone.
A standout example was Juggernaut Wine’s partnership with Tough Mudder. Not a typical wine environment, but exactly the right audience. By stepping into a new space, the brand put itself in front of consumers who aligned with its bold, adventurous identity in a space where wine usually doesn’t show up.
Key takeaway: Look for partners outside the wine world to reach new consumers where they already are in a memorable way.
- Innovate & Elevate: Engaging Younger Audiences Without Losing Loyal Fans
Our day concluded with a panel focused on how wineries can evolve without alienating longtime, loyal customers. Younger audiences want memorable, shareable experiences – things they can talk about and post about – without sacrificing quality.
A fun example came from Banshee’s take-home lunchbox tasting. Snacks are served in a metallic, branded, old-school lunchbox (hello, nostalgia) that visitors get to take home. It’s playful, unexpected, and highly Instagrammable, while still supporting the brand’s premium feel. A perfect reminder that innovation doesn’t need to be complex, just intentional and true to the brand.
Key Takeaway: Create unique experiences that leave guests with something to remember and share.
The opportunities are huge for wineries willing to blend authenticity with fresh thinking. Define who you are, show up in new places, and create experiences people genuinely want to talk about.