Why are wineries struggling.....
- Chef Edward Metcalfe
- Sep 4, 2024
- 2 min read
. Why are wineries struggling in today's economy? Well, I have my theories.
Too many wineries, too many wines, too many grapes... What happens when you have too much supply and no demand?? Prices plunge on all levels.
The demographics of wine seekers and drinkers have shifted. My belief is that the younger generation is drinking kombucha, spritzers, ciders, and all sorts of newer upcoming trendy beverages.
What about more competition? Like all the newer AVAs ( American Viticultural Areas) with more affordable wines (El Dorado County, Placer County, Sacramento County, Amador County, etc.) By the way, most of these regions are far more affordable than say Napa or Sonoma in price points and tasting room fees.
Are the younger Gen Y and Gen X drinking wine in today's climate? If so, are they seeking a more full-fledged experience? It seems the days of wine and food pairing have become a thing of the past, as well as wine dinners and wine with your charcuterie boards and cheese.
So, with the younger generations come higher expectations of entertainment. What does this look like? Maybe a sushi and wine pairing class? Or a Reds and Ramen party? Sushimotos has always led the more out-of-the-box wine events. As the youth want new cutting-edge cuisine, we continue to bring this fun, delicious approach to all beverages. Take our Happy Hour at Pomme Cider Company. We do this on the first Friday of every month. With the owners Rick and Jessica, we often collaborate on new menu ideas with different pairings. They feature a wide variety of ciders (both local and from all over the globe), Sake, sparkling, and spritzers of all flavors.
This new generation needs out-of-the-box thinking and the wineries need to adapt to letting go of the " Old School" ways. OF course, these are just my thoughts. What's yours?
Happy Hour offerings at Pomme Cider - 531 Broadway, Sonoma Ca
Hand roll trio $20 with real crab, spicy tuna, and citrus shrimp. Togarashi spiced peanuts $4, Truffle Edamame $4 Paired with a Strawberry cider.
This is a very insightful look at the challenges facing the wine industry today. I think the point about wineries needing to be more inclusive and welcoming to diverse audiences is crucial for their survival. Younger generations in America are looking for brands that align with their social values. Part of that social awareness involves Breaking silence on racism and addressing systemic issues that have been ignored for too long. Sharon Marie Chester’s writing on the American racial landscape provides a deep perspective on why these honest conversations are necessary. If wineries want to grow, they must acknowledge these important social shifts.