Some say wine is reserved for an elite group of older gentlemen in blazers, swirling their glasses and discussing tannins and aromas – too formal and stiff to attract younger audiences. But what’s the real issue here: the wine itself or the way it’s presented? Italian Wine Podcast’s series The Next Generation has a pretty clear answer.
There’s a reason why wine is so often associated with older generations. It represents classic food and wine culture, steeped in history, rituals, and a vocabulary that can feel inaccessible. Meanwhile, craft beer and cocktails constantly reinvent themselves with catchy names and playful storytelling, making wine seem stuck in tradition and out of touch with younger drinkers.
And yet, there’s another perspective – the one that sees wine as something dynamic, capable of breaking generational barriers and embracing a fresh, inclusive approach. The Next Generation dives into this very concept, offering real-world insights into how young people experience wine today and how we can make the conversation around it more engaging and fun.
Giving a Voice to Wine’s Next Generation
What do young people really think about wine? When do they drink it? How important is sustainability to them? Can innovative packaging influence their choices? Are they considering a career in the wine industry? And what could the wine world do to become more appealing? Italian Wine Podcast asks the questions, The Next Generation delivers the answers.
The series is led by four passionate hosts: Giulia Stocchetti, Karla Ravagnolo, Margherita Andrenacci, and McKenna Cassidy. With the support of the Italian Wine Podcast team, they carefully research, select, and interview young winemakers, enologists, sommeliers, influencers, and other professionals who have made wine their calling.
Among the guests, some – like Alessio Inama – follow a family tradition, while others take unconventional paths into the wine world. Regardless of how they got there, they all bring their unique Millennial and Gen Z perspectives to The Next Generation. By acting as a bridge between wine and younger consumers, they highlight evolving habits, preferences, and expectations while also introducing fresh ways to communicate and promote wine to a new audience.
A New Language: Wine Meets Art, Music, and Pop Culture
One reason wine struggles to connect with younger generations is how it’s traditionally presented. Between “complex bouquets,” “aromatic persistence,” and “low to medium tannins,” wine terminology can feel alienating. Does that mean we should dumb wine down? Not necessarily. But we do need to tell its story in a way that is more direct, engaging, and relatable.
Take, for example, The Next Generation episodes featuring Diego Zimmardi, a bold and passionate young Sicilian winemaker, or Skinny Pablo, who expresses his love for wine and food through various artistic mediums, such as the film Paris Mosel and the Radio Terroir project.
To make wine feel more approachable and less intimidating, The Next Generation frequently connects it to different aspects of pop culture. Music pairings are a fan favorite, but the show also takes surprising turns: try exploring the link between wine and manga (Japanese comics) in a conversation with Striker Reese!
Yes, Wine Can Be Cool
So, is wine really just for boomers? We say it depends on how it’s presented. If we lock it away in an ivory tower of technical jargon and rigid rules, we risk alienating those who might otherwise fall in love with it. But if we treat it as something vibrant, fun, and accessible, wine can absolutely be embraced by younger generations.
The first step? Let young voices take the stage, those who are already passionate about wine and can share their unique perspectives. Wine should be part of a conversation that is lighthearted, inclusive, friendly, enjoyable, and modern. And The Next Generation proves it in every episode.
Tune in on the Italian Wine Podcast: We’ll be waiting for you!
