The new generations and the long wait for Barolo

Do you think the new generations maintain the same consumption relationship with wine as the previous ones? Can we say that the changes in consumer relations observed mainly from the arrival of millennials are also occurring in the wine market? The fact is millennials are reinventing the wine culture. With specific habits, and out-of-the-box thinking and philosophy, influence on wine culture is very noticeable. Obviously, millennials have brought various changes to the world and the way different things and habits are perceived.

New generations from millennials have considerably changed the logic of consumption. For most of them owning a property such as a house or a car is no more important than being able to use it without owning it. Based on this new consumer logic a whole new service industry has developed and new companies like Uber and AirBnb have sprung up. These new ways of consuming are changing traditional services like banking, healthcare , education etc. But what is the impact of these changes on wine consumption?

Do we still see people with vintage charts or wine in cellars waiting years to be tasted? Another interesting fact is that the wine consumption of the new generations has increased a lot and with this the market has adapted to them. More and more I have seen great Barolos of recent vintages being tasted by the new generations. Can we say that producers have been trying to deliver ready-made wines to the market instead of aging wines?

One thing is certain, the habit of tasting a good wine sharing it with friends seems to remain unchanged. As millennials still make the majority of target audience for various industries, wine included, meeting their demands and wishes is a natural thing to do, especially from a business point of view.