Many argue that the new generations are not interested.
Even in this case the reality is more complex.
Millennials today represent the fastest growing segment in demand for wine tourism experiences.
Nearly 70% of companies indicate them as the group most present in visits and events dedicated to wine.
Young people don't refuse wine.
They reject some communication models.
For years, the sector has spoken primarily to insiders: complex language, technicalities, excessive classifications.
Today consumers are looking for:
It is in this context that the Sardinian project dedicated to young Cannonau was born, presented at the National Congress of Assoenologi as a model for dialogue with the new generations.
The idea is simple:
not to change the identity of the wine, but to find new languages to describe it.
Young people continue to drink.
They often drink less quantity but seek greater quality.
They alternate wine, cocktails and non-alcoholic drinks.
They choose more consciously.
This is a cultural shift, not an abandonment of wine.
Companies that are able to interpret this evolution will have enormous opportunities in the coming years.
