Once upon a time, executives in the upper echelons of the wine industry were alarmed because market research indicated people under 35 primarily drank beer or spirits rather than wine. What would happen, they wondered, in a decade or two? If these folks reached their peak earning years without learning to love the grape, the wine business had a dim future.
Fortunately the situation turned around, in large part because of the advent of social media and a group of marketers who knew how to exploit it. Mark talks with Alan Kropf, who founded Mutineer Magazine in 2008 and is a member of the Millennial generation himself, and who offers insights on the dynamics of how wine is marketed to the younger generation. On Bizarre Beverage News, Mark discusses the new phenomenon of the cotton candy grape, and speculates on the type of wine that might be made from it.
Mutineer Magazine—Link to: http://www.mutineermagazine.com
Iconic Spirits: An Intoxicating History—Link to:
Author of Iconic Spirits: An Intoxicating History
Moonshine Nation (forthcoming from Globe Pequot Press in Spiring 2014) Host of Quench!, Great Tasting Talk Radio (www.webtalkradio.net) Wine and Spirits Editor, Palm Beach Media Group