Two Gen Z Lodi wine professionals, Anna Delgado (left) and Elvira “Elvi” Fonz-Gutiiérrez.
Co-written with Anna Delgado and Elvira Fonz-Gutiérrez
Just a few years ago the wine industry talk was all about Millennials (people born between 1981 and 1996). What do Millennials want? What are Millennials thinking? Especially, what are Millennials buying?
Nowadays, or so it seems, it’s more about Generation Z (born 1997-2012), the latest generation to reach adult beverage drinking age. However, never in my nearly 50 years in wine-related businesses have I ever seen a generation more castigated. The general feeling in the wine industry is that early to mid-twenty-somethings just aren’t interested in wine. They’d rather drink craft beer, pop cannabis products, or gulp down flavored water, of all things.
Is fine wine that uninteresting to today’s youngest adults? Yes and no. Two months ago we addressed this topic in a post entitled Do not talk about what young consumers think about wine unless you’re under 30. The upshot: If you want to know what Gen Z consumers think or want, you should ask them. Don’t make errant assumptions. They speak well enough for themselves, thank you.
Lodi’s iconic Marian’s Vineyard; own-rooted Zinfandel planted in 1901.
Hence, in this post I have invited two of them who work in the Lodi wine industry⏤Anna Delgado (Lodi Winegrape Commission) and Elvira “Elvi” Fonz-Gutiérrez (Bokisch Vineyards), both 26-year-olds⏤to single out three of their favorite current wines, and explain exactly what it is about those wines that
