Meet the mavericks tackling wine's generational problem

Drinks Adventures - Wine, beer, whisky, gin & more with James Atkinson

This is a special episode of the show looking at the future of Australian wine, produced in partnership with Endeavour Drinks.

First up, we meet Endeavour’s head of fine wine, Andrew Shedden, who sets out the challenges that the category is currently facing.

In short, those of us who love wine are getting older, and we’re not buying as much as we did in the past.

And younger consumers are choosing to drink beverages other than wine, which is facing tougher than ever competition from beer, spirits and premix.

Andrew says it is incumbent on the wine industry to rethink its approach if it is to appeal to these younger consumers, and that means challenging the accepted conventions: everything from the liquid itself to packaging formats, labelling, branding, marketing and how we talk about wine.

Also this episode I speak with a couple of producers who have done just that; Cam Marshall of Range Life Wines in Victoria, and Rod Micallef of Zonzo Estate in the Yarra Valley.

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