The rise of eco-friendly and health-focused wine choices among young consumers

In an era where consumer preferences for wine are rapidly changing, particularly among Millennials and Generation Z, winemakers around the world are tasked with adapting to these changes.

And no winery is exempt, regardless of its stature or accolades.

“In Italy we use a term I like – futuro antico – which roughly translates to future ancient,” said Juan Muñoz-Oca, chief operating officer of the new wine importer. Vinattieri 1385founded this year. “I’m obsessed with the implications of seeing viticulture and winemaking through these lenses. The idea that we are always looking forward and reimagining what the world could look like, while paying close attention to the lessons learned over centuries of winemaking.

Vinattieri 1385 belongs to Marchesi Antinori— an Italian wine company with a history dating back to 1385 (hence the number in the Vinattieri name) — to import its wines directly to the United States and sell its domestic wine portfolio. And that portfolio now also includes one of the most famous and prestigious wineries in the United States. Last year, Marchesi Antinori acquired Stag’s Leap Wine Cellarsone of two wine estates to be won at the Judgment of Paris wine tasting in 1976that put Napa Valley on the world wine map.

Raised in Mendoza, Argentina, Muñoz-Oca gained respect for wine from a young age. He began harvesting grapes at the age of eight and worked in a wine cellar as a teenager. After graduating, he joined Terrazas de los Andes, a high-end winery owned by luxury giant LVMH, and worked in Australia, France and Spain before moving to the United States to work for Ste. Michelle Wine Estates, where he eventually became head winemaker. In 2023, he joined O’Neill Vintners and Distillers as wine director. Muñoz-Oca holds degrees in agricultural engineering, enology and viticulture and is a graduate of Columbia Business School.

Muñoz-Oca now oversees operations at Stag’s Leap Wine Cellars. With a dual role of both crafting world-class American wines and managing their market strategy, Muñoz-Oca is well-positioned to observe first-hand the evolving landscape of the wine industry.

“Adapting to ever-changing preferences is at the heart of winemaking and fundamental to attracting new and more diverse audiences,” Muñoz-Oca said in a Zoom interview.

He believes younger generations are driving a shift towards sustainability, conscious consumption and more flexible wine experiences. One of the main factors influencing these changes is increased awareness of environmental impact.

“I believe younger consumers are concerned about the environmental impact of their purchases,” Muñoz-Oca said. “This could explain why every wine list in cities like New York, Miami and Chicago is increasingly filled with organic, biodynamic and natural wines produced with minimal intervention and/or with an emphasis on sustainability. To be clearer, sustainability, in my mind, includes social and environmental responsibility.

This concern is reflected in the growing presence of organic, biodynamic and natural wines on the wine lists of major American cities. To meet this demand, Stag’s Leap Wine Cellars is pursuing regenerative organic certification, which is expected to be finalized in November 2024.

In addition to sustainability, the “mindful consumption” and “sober curiosity” movements are shaping consumer behavior. This trend is part of a broader lifestyle change towards health and well-being.

The non-alcoholic wine market is expected to grow at a compound annual growth rate (CAGR) of 10.4% from 2024 to 2034, according to Research on Grand View. The non-alcoholic wine market is worth $2.39 billion in 2024 and is expected to reach $3.78 billion by 2030.

“The ‘mindful drinking’ and ‘sober curiosity’ movements are here to stay, with many younger consumers reducing their alcohol consumption or seeking lower- or no-alcohol alternatives,” Muñoz-Oca said. “This could also be partly due to the slowing down of traditional culinary rituals and the adoption of more casual and experiential dining and drinking occasions, which have made wine consumption overall more flexible and accessible.”

Muñoz-Oca also emphasizes the importance of selecting wine selections that match specific consumer preferences. When comparing California wines to imported varieties, Muñoz-Oca is confident in the state’s ability to compete on a global scale. He says the combination of unique terroirs and the freedom to innovate has given California winemakers the tools to stay competitive while reaching out to a younger, more diverse audience.

“We have the microclimates and expertise to create wines that rival any wine produced in the world,” he said. “This allows us to ensure we are delivering the “right” wine to the “right” accounts.

Looking ahead, Muñoz-Oca believes that storytelling and sustainability will be crucial in connecting with future wine drinkers. He highlighted the importance of “using storytelling to communicate the vineyard’s heritage, sustainable practices and unique terroir,” which will help forge stronger, more meaningful connections with environmentally conscious consumers.

Muñoz-Oca summed it up by saying, “Be proactive about sustainability: A farm like your life depends on it because it is. »