The Wine Industry's Blind Spot:
Why We're Missing the Next Generation (And How to Fix It)
The wine industry has a blind spot, and it's costing us the next generation of consumers. My journey from Capital Wine School and the WSET program to becoming The Millennial Somm revealed it. Here's the blunt truth and a path forward.
My wine journey didn’t begin in the vineyard. It was an “aha” realization formed from the Silicon Valley Bank's (SVB) 2019 State of the Wine Industry Report. Despite record sales, the report sounded a clear alarm: "Millennials aren't yet embracing wine consumption as many had predicted." It cited damaged financial capacity, cannabis legalization, and crucially, "the cumulative negative message about alcohol and health is impacting demand from young consumers."
As a millennial, this resonated deeply. My digitally fluent generation was searching for wine on new platforms, while the industry still fretted over traditional readership. It was clear: no one was speaking to millennials on their terms: price point, experience level, or digital habits. This void sparked "The Millennial Somm," my authentic outlet to bridge that gap and translate wine knowledge into accessible, engaging exploration.
Early on, I learned that genuine connection meant authenticity. My initial formal, "wine-tasting" content fell flat until I realized education needed a fun, genuine voice. Breaking from pretentious norms, despite initial industry skepticism, became my platform's strength. People hungered for fresh perspectives and a new face.
The Digital Shift: Five Years of Evolution (And Lingering Resistance)
In those early days, the wine industry often wasn't listening. I recall a tasting where, despite concerns about younger drinkers avoiding traditional publications and spending more time online, the solution offered was still, "Get us in Wine Spectator." This demonstrated a fundamental disconnect: acknowledging social media's necessity but often failing to understand its foundational work.
Thankfully, tides have shifted. Over five years, skepticism has evolved into eager acknowledgment of digital voices. Wineries like McBride Sisters, Frank Family Vineyards, and Tablas Creek Vineyard now embrace this. However, a deeper understanding of how to best utilize social media and influencer partnerships—especially concerning ROI versus brand awareness—remains crucial.
The data offers clear guidance: Research and Metric shows micro-influencers (10,000-50,000 followers) achieve 7.2% average engagement (vs. 1.4% for macro), delivering a 35% higher ROI. This isn't just reach; it's authentic trust and cost-effectiveness. While macro-influencers are effective for broad brand awareness and reaching 4-6 times more unique viewers, many wineries still struggle, investing heavily in single macro-influencers for instant results. They miss that true impact requires consistent, strategic engagement over months with diverse micro-influencers. Their lack of patience and understanding of effective ROI measurement often leads to their downfall.
A Critical Reality Check for Wine: The Warnings Persist
Here's the reality: younger generations aren't “drinking less” due to disinterest. Let’s go back to the reporting: it’s been a consistent trend towards health consciousness, a factor noted since 2019. The industry's resistance to quality non-alcoholic options, unlike beer, represents a major missed market.
Despite years of consistent warnings, the industry has often failed to truly adapt. As Rob McMillan bodly put it in the 2024 SVB report: "Waiting for a fictive cohort to age sufficiently to discover wine or believing that our strategies 'have always worked before' is toxic to adaptation when the context driving demand changes." The warnings were there, yet inaction prevailed. The success we are seeing comes directly from social media. We must meet consumers where they are: on platforms where influencers reign.
Look at Amanda McCrossin (@sommvivant) on TikTok. Her video for Duhig Wines generated 1,100 mailing list sign-ups and nearly a 90% rise in wine club sign-ups. My own live TikTok tastings have moved hundreds of bottles. This is tangible ROI, bypassing traditional gatekeepers.
The cliché that "influencers are just a pretty face" is outdated. Content creation is a demanding profession requiring strategy and authentic connection. Wineries often fixate on follower count instead of strategic impact. Listen to the data: macro-influencers offer broad brand awareness, while micro-influencers drive direct sales and local connections.
To connect locally, simply ask local retail shops or bars: "Who are your customers asking about?" Wine buyers and consumers increasingly rely on digital voices. Identifying locally engaging influencers is key. Social media success isn't about quick wins; it's about patience, strategic play, building relationships, and consistent cultivation (typically at least six months for impactful results). This work demands consistency and quality, not just "posting a video because you paid."
Your Opportunity at the 2026 DTC Wine Symposium
The time for a collective industry shift is now. If your digital efforts haven't yielded results, the 2026 DTC Wine Symposium offers solutions. This is your premier opportunity to network directly with diverse influencers, from industry titans to digital storytellers. Learn to integrate strategic influencer partnerships into your brand's growth and sustainability plans, aligning their expertise with your needs for ROI, brand awareness, or local market penetration.
Join us to empower your brand to grow and sustain its connection directly with today's evolving consumers.
What's the biggest misconception you've encountered about influencer marketing in the wine industry? Share your thoughts below!
Early Bird Registration is Now Open
Attendees are encouraged to register before July 8, 2025, to take advantage of discounted Early Bird pricing. For more information and to register, visit: https://lnkd.in/gzTCwasi
The DTC Wine Symposium is a fundraiser for Free the Grapes! A 501 6C dedicated to expanding consumer choice in wine through legal, regulated direct shipping.
Isis Daniel
The Millennial Somm
isis@wesip.wine