Category: Wine Trends

ENJOY NOW WINES, LLC:  Young Sommeliers Bridging the Gap Between Gen Z + Millennials to the Wine World

Enjoy Now Wines, LLC, based in Sonoma, California, announced last week the official launch of its new community of ‘young sommeliers.’ This new initiative is designed to serve as a transformative industry catalyst aimed at fostering meaningful connections between younger generations, specifically Gen Z and Millennials, and the wine industry.

Enjoy Now Wines™ set up a panel of twenty professional somms in the same age bracket of these demographic profiles (21 – 44 years old) to get young people excited to try and enjoy wine now. These young sommeliers (“somms”) look like, sound like, and have the same life experiences as the target with one significant exception: each of the somms are credentialed by a leading wine educational institution and currently use that certification in their full-time careers. The young somm panel represents 8 different states and includes gender, ethnic and lifestyle diversity.

CEO & Founder, Dennis Sones, stated, “Since 2016, we have seen ups and downs through the past decade but have never seen the wine industry hurting as much as it is right now. Excess capacity, the high cost of labor, and self-inflicted tariff wounds are market forces significantly contributing to the hurt right now. But another key reason is that the traditional consumer cohorts of Baby Boomers are consuming less wine or completely leaving the category. At the same time, younger consumers are not entering the wine category.” Wine industry research indicates that younger consumers, known as Gen Z and Millennials, are attracted to alternatives that are perceived to be more interesting, cool and relevant, including craft beer, craft spirits, seltzers, non-alcoholic, and cannabis. Mr. Sones continued, “Some individual brands hope to attract Gen Z and Millennial consumers by launching brands/sub-brands that target their taste-palate with sweeter, fruit flavors in their wines. Still, others are trying to attract this audience through association with organic/sustainability. We are hopeful that these vertical strategies will help individual brands but we’re of the mind that the entire industry needs a new “high tide” that lifts all boats by appealing to the fun and shared experience that these consumers desire and show off in social media.”

Enjoy Now Wines uses a new, proprietary method for evaluating wines that resonates with younger consumers. When 5 Somms Say So™ (agree to endorse a wine), we promote that result in social media and on our website. The proprietary method was developed with the consultation of several somms on our panel as well as two leading Master Somms.

Enjoy Now Wines has a proven and impressive panel of young somms, which Mr. Sones calls “our industry rock stars” who join the other industry rock stars at the front end of the process, the incredible wine makers. The evaluation process is proven, and more wineries are engaging with the panel to conduct evaluations. “Our sincere desire is to get these young industry rock stars to put a spotlight on wine and position it as fun and the perfect shared experience. That naturally connects to the Gen Z and Millennial consumers who enjoy sharing what they are doing, where they are doing it, and what makes these things a great memorable experience. We can do all that with wine!”

For further details:  https://www.enjoynowwines.com/

OIV’s 2024 Report on the Global Wine Sector: Emphasizing Adaptation and Multilateral Cooperation

The International Vine and Wine Organisation (OIV) reinforced the importance of multilateral cooperation and adaptation to changing conditions, as global data on the wine sector in 2024 was released at its online Press Conference April 15th,2025.

The OIV also released statistics on production, consumption and trade from all producing and consuming nations (over 180) to create a snapshot of the sector in the 2024 calendar year.

The data highlights the effects of climate change, shifting consumer preferences and geopolitical uncertainty upon the sector.

OIV Director General, John Barker, said that these impacts present a challenge of adaptation for the wine sector, but that successful adaptation would bring opportunities.

“Working together to develop solutions to climate change and making wine a beacon of sustainability; investing in research on new audiences so that we can see wine through their eyes; reinforcing our commitment to multilateralism and global trade: these are the elements that will lead the wine sector forward.

The OIV has a key role as the global reference for vine and wine, uniting 51 countries to promote cooperation, harmonization and knowledge sharing around the key challenges and opportunities for the sector.”

KEY DATA AND INSIGHTS

Decrease in global vineyard area slows

The global vineyard surface area has been decreasing for the past four years. A contraction of 0.6% to 7.1 million hectares in 2024 showed a slower rate of decrease. The downward trend is driven by vineyard removals across major vine growing regions, but a few countries are showing a dynamic of expansion of their vineyards.

World wine production faces climate change

Global wine production in 2024 is estimated at 226 million hectolitres, the lowest in over 60 years, down 5 % compared to 2023. This is largely due to unpredictable and extreme weather events in both Northern and Southern Hemispheres caused by climate change.

New consumption patterns and diversity of the markets

In 2024, global wine consumption is estimated at 214 million hectolitres (mhl), a 3.3% decrease compared to 2023. If confirmed, this would represent the lowest global consumption level since 1961.  This is due to an intersection of economic and geopolitical factors generating inflation and creating uncertainty, as well as a decline in mature markets shaped by evolving lifestyle preferences, shifting social habits and generational changes in consumer behaviour.  However, across 195 countries, wine has never been so widely consumed worldwide. It has also been recalled that a number of countries that combine strong overall consumption with very large populations still offer significant growth potential.

Equilibrium between production and demand

Despite ongoing declines in both production and consumption, global market equilibrium is expected to hold in 2024, as production is unlikely to exceed demand_ continuing the trend seen with the small 2023 harvest. Two consecutive years of low output may help stabilize the market, though stock levels are likely to remain uneven across regions.

International trade holds volumes and value

Export volumes held steady at 99.8 million hectolitres (mhl). Export value slightly declined by 0.3% to 36 billion EUR, but remains at a historically high average export price of 3.60 EUR/litre. Inflation and low supply continue to keep prices high compared to pre-pandemic years (almost 30% above).

Liz Palmer’s Exclusive Interview with Barbara Widmer of Brancaia + Wine Tasting Notes

Born in 1971 in Zurich, Switzerland, Barbara Widmer grew up surrounded by a family that placed great importance on cooking, dining, and enjoying fine wines. This passion for food and wine was deeply ingrained in her upbringing and further strengthened in 1980, when her family acquired the Brancaia estate in Tuscany. Initially, Brancaia served primarily as a vacation retreat, and Barbara, as a young woman enjoying life in the city, could hardly envision herself living in rural Tuscany.

After completing high school, she pursued architecture at the University of Zurich, drawn by her creative interests. However, after four semesters, Barbara faced a creative crossroads. She retreated to the family estate in Tuscany for two months, coinciding with the grape harvest—a transformative experience. This stay ignited her passion for wine, shifting her career path entirely.

Barbara returned to Zurich to earn a wine merchant diploma and gained hands-on experience during a year-long internship at Domaine des Balisiers, Switzerland’s largest organic winery at the time. She worked equally in the vineyard and cellar, discovering her commitment to organic viticulture. Building on this foundation, she pursued oenology studies at the University of Wädenswil, setting the stage for her future in winemaking.

In 1998, while completing her oenology degree, her father, Bruno Widmer, acquired the Brancaia estate in Maremma, an emerging wine region along the Tuscan coast. For her thesis, Barbara developed a strategic plan titled How to Build Up the Brancaia in Maremma Winery, which became the blueprint for the estate’s growth. The Maremma project marked the beginning of her professional winemaking career, which she embraced with enthusiasm.

Since the late 1990s, Barbara has lived at the winery, managing Brancaia’s 3 properties: Castellina in Chianti, Radda in Chianti, and Maremma. Today, she leads a team of 60 people and works alongside her family, who play key roles in supporting the business.

Her brother Andreas, an entrepreneur and former marketer, contributes to communication and digital strategy. Michael, her other brother and a lawyer, provides expertise in financial and legal matters. Barbara’s two children, Nina and Nicolas, are part of the third generation contributing to the family business. Nina actively manages Brancaia’s social media, while Nicolas often helps in the Osteria’s kitchen. Additionally, Mara, Andreas’ daughter, supports the vinotheque in Zurich with marketing efforts alongside her studies.

Despite the challenges and unpredictability of winemaking, Barbara thrives on the variety and complexity of her work. “What I love most about winemaking,” she explains, “is that no two days are ever the same. Nature dictates our path, and we must respond thoughtfully to create the best expression of each vintage. It’s endlessly fascinating.”

Under her stewardship, Brancaia has flourished, producing wines that reflect her commitment to quality, sustainability, and respect for the land. Barbara Widmer’s story is one of transformation, dedication, and a profound passion for her craft, which continues to inspire her every day.

—

Liz Palmer: Which influential women in the wine industry have inspired you throughout your journey?

Barbara Widmer: When I started my journey in the wine industry, there were not many women in leading winemaking roles, especially in Italy.

However, I was fortunate to work with people who valued skills and passion over gender. One of my biggest influences was Elisabetta Foradori. She has demonstrated an extraordinary commitment to quality and terroir-driven winemaking. Her ability to merge tradition with innovation while remaining true to her vision is something I deeply admire.

Today, I see many talented women shaping the future of wine, and that in itself is inspiring.

Liz Palmer: Could you share a particularly memorable experience or achievement in your illustrious career?

Barbara Widmer: One of the most defining moments in my career was realizing that uncompromising quality and organic viticulture are not just compatible, but actually reinforce each other. Over the years, I’ve witnessed how respecting nature results in healthier vines and better, more authentic wines. Seeing Brancaia grow from my parents’ passion project into one of Tuscany’s leading wineries has been incredibly rewarding.

Liz Palmer: What recent technological innovations have you and your team integrated into your winemaking process?

Barbara Widmer: At Brancaia, we continuously refine our processes to enhance quality while staying true to our philosophy of respecting nature. Recently, we have further optimized our precision viticulture practices, using detailed soil mapping and climate data to make more informed decisions in the vineyard. This allows us to work in harmony with each parcel, ensuring the best possible expression of our terroir. In the cellar, we are constantly experimenting with different materials—such as concrete and cocciopesto-terracotta—to understand how they interact with different grape varieties and enhance the expression of our terroir. This ongoing exploration helps us refine our approach, always aiming for balance, elegance, and authenticity in every bottle.

Liz Palmer:  How do you ensure sustainability and uphold environmental responsibility in your vineyard and winery operations?

Barbara Widmer: Sustainability is at the heart of everything we do at Brancaia. Being fully organic for years is just the starting point—we constantly strive to go further. In our vineyards, we nurture soil health through cover crops, minimize water usage, and completely avoid chemical herbicides. In the winery, we focus on energy efficiency, waste reduction, and the continuous improvement of our environmental footprint. For us, sustainability is not a trend but a long-term commitment to producing wines that respect both nature and future generations. This commitment extends to every detail, from investing in energy-efficient equipment to using sustainable packaging solutions. Most recently, we reconfirmed our Equalitas certification, a rigorous standard that evaluates environmental, social, and economic responsibility, ensuring that we operate transparently and with a lasting dedication to sustainability.

Liz Palmer: What are your perspectives on the No and Low Alcohol Wine Revolution, and how has your wine estate adapted to this burgeoning movement?

Barbara Widmer: I understand the appeal of the No and Low Alcohol trend, as consumers become more health-conscious and look for alternatives. However, at Brancaia, we focus on crafting wines that are deeply connected to the Tuscan terroir, and this includes maintaining their natural balance and structure. We believe that responsible consumption of high-quality wine is key. Rather than altering our wines to fit this movement, we encourage an approach that values moderation and appreciation of authentic, well-crafted wines.

Liz Palmer: How do you and your team stay abreast of the latest trends and advancements in the wine industry?

Barbara Widmer: We stay connected to the global wine scene through constant exchange with our partners, sommeliers, and importers worldwide. Wine fairs, industry events, and tastings are essential, but so is simply listening to our customers. Our team is always open to innovation—whether it’s refining our winemaking techniques, improving sustainability, or elevating the experience we offer to wine lovers. However, while trends come and go, our commitment remains on producing excellent wines which are true to their origins.

Liz Palmer: What advice would you offer to young women aspiring to enter the wine industry?

Barbara Widmer: Winemaking is not a nine-to-five job—it requires passion, patience, and a lot of hard work. But if you truly love it, there is nothing more rewarding. Thirty years ago, the wine industry was much more male-dominated, but today, talent and dedication matter more than anything else. My advice is to gain as much hands-on experience as possible, stay curious, and surround yourself with people who challenge and inspire you. And, of course, having a great team and a supportive family makes all the difference.

Liz Palmer: Are there any other comments or statements you would like to add?

Barbara Widmer: At Brancaia, we are committed to continuously improving, both in terms of wine quality and sustainability. Our mission is to craft wines of excellence that reflect the Tuscan terroir while staying true to our core values: commitment to excellence, harmony and modern elegance. We believe that wine is about creating unforgettable shared moments, and that’s what drives us every day.

Wine Tasting Notes

Brancaia Riserva Chianti Classico 2020

This Brancaia Riserva Chianti Classico 2020 displays a vivid ruby hue. It offers a captivating bouquet of dark cherries, crushed violets, complemented by cedar, spices with hints of leather and tobacco. On the palate, it is beautifully balanced with velvety tannins, lively acidity, with layers of lush ripe cherries, dark plum and dried herbs. Subtle oak integration adds depth, leading to a refined, long finish. This elegant and age-worthy Riserva is a testament to the finesse and power of the 2020 vintage.

93 Points
Liz Palmer

Brancaia Ilatraia 2020

The Brancaia Ilatraia 2020 is a bold and captivating blend that showcases the excellence of the Maremma Toscana region.

In the glass, it reveals a deep ruby color with alluring aromas of blackberries and blueberries, intertwined with hints of chocolate and herbs. On the palate, the wine is full-bodied and impressively structured, with firm yet refined tannins, a vibrant acidity, and layers of blackberry compote, licorice, and dark chocolate, leading to a powerful and persistent finish. This is an elegant and age-worthy wine that will continue to evolve over the next decade.

94 Points
Liz Palmer

For further details: www.brancaia.it

Academic Study Forecasts Wine Industry Revival by 2026

A recent study by the University of Bordeaux and the University of Verona suggests the wine industry could see a recovery starting in 2026. The research used Italian wine producer Masi as a case study. A few weeks ago, an academic research paper “Resilience and preparation for the next cycle of global wine consumption. Masi: an original case study” was presented in Milan by Jean-Marie Cardebat, Professor of Economics at the University of Bordeaux, Director of the ECOr Research Department, Affiliate Professor at INSEEC Grande École and Director of the Wines & Spirits Chair in Paris, together with Davide Gaeta, Professor and lecturer in wine business economics and agri-food markets and competitiveness – Department of Management – University of Verona.

Professor Cardebat explained that economic cycles have always influenced global wine consumption. While current economic and geopolitical challenges have caused a decline in the market, he believes that controlling inflation could lead to a turning point in 2026. He also predicted that 2027 might mark the start of a recovery phase with sustained growth for the wine sector. However, he emphasized that this recovery would not replicate past market conditions. Changes in consumer behavior and new trends will shape the next phase of the industry.

Professor Cardebat also highlighted the importance of premiumization, with consumers increasingly seeking quality and high-value wines. He stressed the need for wineries to invest in brand development and enhance consumer experiences, such as wine tourism, which has grown significantly in recent years. He also noted that emerging markets might drive a renewed interest in red wine, which has declined in Europe.

Professor Gaeta outlined key factors for resilient wine companies to thrive in international markets. These include having a strong organizational structure, transparent information management, and strategies to diversify product offerings. He emphasized the importance of flexibility in responding to changing demand, both in grape supply and product range. Gaeta also pointed out that segmenting distribution and maintaining a diverse presence in global markets can help mitigate risks and create growth opportunities.

Additionally, Professor Gaeta noted that competitiveness in the wine industry can be strengthened through attention to corporate identity, strategic marketing, and innovation focused on sustainability. Both professors agreed that adapting to new consumer preferences and market conditions will be essential for the wine industry to navigate future challenges and opportunities.

Viña Vik: An Award-Winning Chilean Winery Redefining Winemaking and Sustainability

Viña Vik has firmly established itself as a leader in the global winemaking community, achieving an unprecedented milestone as the second-ranked winery in the World’s Best Vineyards listing for 2024—a first in Chilean wine history. The winery is celebrated for its unparalleled commitment to winemaking excellence, sustainability, and the seamless integration of its unique experience into the natural environment.

Geographical Significance

Situated in Chile’s Millahue Valley, a locale revered by the indigenous Mapuche people as “Lugar de Oro” or “Golden Place,” Viña Vik capitalizes on the region’s rich heritage and diverse terroirs. Its vineyards are carefully positioned within the valley’s interior, benefiting from a mosaic of microclimates and coastal breezes. This geographical diversity allows Viña Vik to cultivate an impressive array of varietals, including Cabernet Sauvignon, Carmenere, Cabernet Franc, Merlot, and Syrah.

Sustainability and Harmony

Viña Vik prioritizes sustainability, with winery facilities meticulously designed to harmonize with the surrounding Millahue Valley landscape. From its energy-efficient architecture to its environmentally-conscious wine production practices, the winery exemplifies a holistic approach to sustainability. Visitors are invited to experience the intersection of art, design, and world-class viticulture within the tranquil setting of the Millahue Valley.

Commitment to Winemaking Excellence

The winery is renowned for its dedication to quality throughout the vinification process. Under the expert guidance of Chief Winemaker Cristian Vallejo, grapes are carefully hand-harvested and subjected to natural fermentation without the addition of artificial yeasts. Viña Vik’s wines are aged in a combination of new and used French oak barrels, ensuring both character and complexity in every bottle.

Architectural Innovation

Designed by acclaimed Chilean architect Smiljan Radic in collaboration with Alex and Carrie Vik, the winery and its associated facilities—such as the iconic Vik Hotel—embody a visionary architectural philosophy. The design incorporates cutting-edge sustainability principles, making minimal impact on the landscape while offering a visually stunning, technologically innovative experience. Completed in 2014, the facilities seamlessly blend art, nature, and exceptional hospitality.

Awards and Recognition

Viña Vik continues to garner international acclaim. The celebrated VIK 2021 vintage earned a remarkable 98-point score and was recognized in three major categories by the Descorchados guide, including “Top Red Wines of the Year” and “Best Red Blend.” Similarly, the STONEVIK 2023 wine achieved a stellar 97-point rating and received the coveted Revelation Award. Other notable wines include La Piu Belle 2021 and Milla Cala 2021, both praised for their exceptional quality and craftsmanship.

The winery produces four acclaimed red wines alongside a rosé—La Piu Belle, Milla Cala, VIK, and “A”—all of which have consistently received accolades, including scores well into the 90s from James Suckling, prestigious Master medals from The Drinks Business, and Platinum and Gold awards from Decanter.

Wine Reviews

VIK 2021

VIK 2021 vintage represents a masterful interpretation of Millahue Valley’s terroir, exemplifying the heights of Chilean winemaking. Aged for 20 months in French oak barrels, and an additional six months in Barroir – this Bordeaux-style blend of 77% Cabernet Franc and 23% Cabernet Sauvignon is the epitome of finesse and complexity.

On the nose, this wine delivers a captivating bouquet of ripe red fruit like cherries and raspberries, interwoven with subtle notes of graphite, cedar, with a hint of spice. The palate is a harmonious dance of vibrant acidity, firm structure, and velvet tannins. The Cabernet Franc’s mineral elegance shines through, lending a distinctive freshness and tension to the wine’s profile, at the same time the Cabernet Sauvignon contributes depth and opulent fruit.

Despite its youthful intensity, VIK 2021 promises tremendous aging potential in which the flavours will evolve and deepen. This wine bursts with power and energy, leaving a lingering finish marked by refined red fruit with hints of forest floor.

This vintage is definitely a triumph—a wine for connoisseurs who value both power and elegance in their glass. An unforgettable Chilean masterpiece that continues to redefine expectations of New World wines!

98 Points
Liz Palmer

VIK ‘Milla Cala’ 2021

‘Milla Cala’ 2021 is an expertly crafted blend, comprising a meticulous combination of 68% Cabernet Sauvignon, 16% Carmenere, 7% Cabernet Franc, 5% Merlot,  with a splash of syrah. Its aging in French oak for 18 months imparts a delicate kiss of wood spice and a rounded texture.

On the nose, this wine is an intricate aromatic tapestry. Notes of spices, blackberries, with a hint of bell pepper.  The palate is structured yet supple, delivering a seamless integration of flavours of dark berries and ripe plum, accented by hints of tobacco, cedar, with a slight floral undertone. As it opens, whispers of baking spices and a touch of graphite add complexity. This wine is both captivating now and promising for future cellaring.

92 Points
Liz Palmer

VIK ‘La Piu Belle’ 2021

Vik’s flagship Carménère blend, La Piu Belle, has become one of the most recognizable and celebrated labels in Chilean winemaking. The 2021 vintage is a standout in their renowned “Artist Label Series” featuring a striking design by Chilean artist Gonzalo Cienfuegos.

La Piu Belle is composed of 76% Carménère, 19% Cabernet Sauvignon, and 5% Cabernet Franc, and was aged for 20 months in French oak barrels, with 15% of the oak uniquely toasted using branches from the estate’s own trees—a testament to the winery’s innovative spirit.

The nose is restrained, offering subtle herbal and savory aromas, the palate explodes with vibrant, ripe red and black fruits with earth, and spice weaving harmoniously into the wine’s texture, balanced beautifully by a refreshing acidity. The tannins are polished and silky, lending a seamless and approachable structure.

This 2021 vintage promises to develop further depth and complexity with time.

95 Points
Liz Palmer

Website:  https://www.vikwine.com/