Words On Wine: Winter 2025

words by Robert Black

Sip Happens: How to pour wine into the hearts of the next generation?

Excluding China, we are now exporting the lowest volume of wine in over 20 years. Along with reduced domestic consumption, wineries are now brimming with excess wine that has no home

My question is, while our industry has been intently focussed on a recent mission to “premiumise”, have we neglected our new and emerging consumers? Also, back in the 2010s, our winemaking attention was mostly diverted to satisfying the endless thirst of Chinese importers for replica “389” styled red wine. Then, suddenly in 2020 things changed - COVID followed by wine tariffs. And when we did look over our shoulder, changing drinking tastes and attitudes of the young had already passed us by. 

Gen Z would have become legal drinking age from 2015 onwards. They would be 28 now. Traditionally, that’s around the age where young drinkers transition into wine. Without enough engagement from the wine industry to this point, that switch may take a bit longer with the risk of losing the bulk of a generation to pre-mixed flavoured spirits (RTD’s). 

Millennials and Gen Z seem to want a more simple but authentic experience, less complex terminology and are more drawn to personal connections and values behind the brand such as sustainability, carbon footprints, and ethical practices. The positives are we have shed a lot of the traditional more formal wine culture that can be intimidating. And Australian

winemakers are great product innovators when they need to be. The products and formats that will drive the next growth may not even exist on the shelves yet.

I was taught by Philip Shaw at Rosemount early in my career that you should invest the most thought and effort into your mainstream wines. These are the wines that are going to be

experienced by the majority of your followers and potential consumers. The most satisfying aspect of being a winemaker is seeing a non wine drinker taste your wine and enjoy it. There

is nothing wrong with softening tannins and balancing acid with a lick of sugar if it means added approachability and an enjoyable introduction to wine for a new drinker.

Below are two local wines made using the same variety in very different styles that will suit new and experienced wine lovers alike. Happy Drinking!