Baby_boomers

Was the Wine Industry Worrying About the Wrong Generation?

In The News

Was the Wine Industry Worrying About the Wrong Generation?

Gen Z alcohol consumption has climbed to 74%, debunking early fears that younger adults are abstaining entirely. Conversely, Baby Boomers show the steepest drop in alcohol consumption, becoming the true generation of moderation. Younger consumers prioritize social experiences and higher quality drinks over traditional wine cellaring or heavy drinking.
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COO_2026

The Wine Community Unites

Agency News

The Wine Community Unites

Be Part of the Movement Bringing People Together Around Wine

Come Over October is more than a campaign. It’s a growing movement to reconnect people with what wine has always represented: hospitality, culture, connection, and community. Join Karen MacNeil, Gino Colangelo, Kimberly Noelle Charles, and leaders from across the wine industry for a conversation about how wineries, distributors, retailers, media companies, and trade organizations are coming together to strengthen wine culture. Whether you’re discovering Come Over October for the first time or looking to expand your participation, you’ll leave with practical ideas, free resources, and a roadmap for joining the largest grassroots pro-wine movement in the world.

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Lemon-spritz

Meet the Drink of the Summer—a Bright, Citrusy Spritz That’s About to Be Everywhere

In The News

Meet the Drink of the Summer—a Bright, Citrusy Spritz That’s About to Be Everywhere

There’s no question that summer is spritz season. Ever since 2018 or so, when the Aperol Spritz exploded in popularity in the United States, spritzes have been one of the most popular seasonal cocktails. They’re a lower ABV option than many traditional cocktails, and the bright drinks in big glasses are mighty pretty to post on Instagram. Plus, with a spritz in hand, it’s easy to pretend we’re enjoying summer in Italy. (The dream, right?)

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