Are Millennials to blame (..again 🫢🍷)? It’s always easier to find a villain generation. Did we actually manage to ruin wine? Let me have a different opinion. We make up for the largest share of US wine drinkers (global leader). And we did change what wine needs to feel like. The world evolves and wine had to evolve with it. 🌎 10 years ago — back when I was doing my Thesis for my Master’s in Wine Management, focused on U.S. Millennials, the wine industry used to make fun of social media. Like it was a trend, not a tool. I was claiming it’s one of the most powerful ways to build trust, culture, and connection around wine. I still remember the reactions. Fast forward to today: I’ve built a strong community with a significant audience in the United States 🇺🇸. Wild, isn’t it? Because the real question isn’t 🔎: “Why don’t Millennials drink wine?” It’s: “Can wine meet them where they are?” 🤳🏼 And surprise, surprise, we are out there, but also on social. 😏 But here’s the cat...