Tag Archives: Millennial

WHAT MILLENNIALS SHOULD KNOW ABOUT WINE

Millennials (LINK) are in the process of redefining the wine industry, just as the Baby Boomer (LINK) generation has done over the past 40 years or so. But this post is less about large-scale trends than about individual decisions based on some experience and knowledge.

The wine world contains a vast number of possible wines to drink, from many countries and many more wine regions. There are hundreds of varietals and tens of thousands of wine labels. These numbers are steadily increasing, along with total wine consumption (LINK). No one is going to know them all.

“Behold the rain which descends from heaven upon our vineyards; there it enters the roots of the vines, to be changed into wine, a constant proof that God loves us, and loves to see us happy.”

~ Benjamin Franklin

Few young wine drinkers have had any instruction or experience as they have come of age to drink wine. Most will grab something cheap off of the shelf in the grocery store and look for sweetness and fruit in the flavor. This is understandable when you combine a desire to spend as little as possible with an untrained palate.

But now you are in your twenties (or thirties), and it’s time to craft your drinking patterns and preferences (if you drink at all, that is, and I assume that if you are reading this, you do).

In other words, it’s time to evolve.

“A bottle of wine contains more philosophy than all the books”

~ Louis Pasteur

Here are my recommendations for Millennials or anyone new to wine:

UP YOUR GAME: Get some knowledge about what you are consuming. If you eat organic food and drink cheap wine, the additives (LINK) in the wine will likely more than offset the benefits of the organic food. Find good value wines that are organic or biodynamic which you like and support them.

DEVELOP RELATIONSHIPS: Connect with the employees at your local wine shop and let them know your preferences and budget. They will be able to direct you to what you want. Note – most supermarkets will not have knowledgeable staff in the wine department (there are exceptions to this).

EXPLORE: Try different varietals, different regions, different winemakers. Branch out a bit and see if there are more areas of the wine world that appeal to you. You can also include wine exploring in your travel. There are wonderful wine regions all over the world that you can visit and expand your experience with wine.

GO DEEP: Settled on a varietal or a region? Study it, explore the wines offered, and learn as much as you can.

ENJOY: The number one rule of wine appreciation is to enjoy what you drink. Find your own sweet spot (or spots) and make a nice glass or two of wine a part of a very good day.

Wine enjoyment should be just that – enjoyable. Whether it is researching what to purchase, purchasing, tasting, drinking, or pairing, it should first be something to enjoy. If you aim for that, you will not go far wrong.

“As I ate the oysters with their strong taste of the sea and their faint metallic taste that the cold white wine washed away, leaving only the sea taste and the succulent texture, and as I drank their cold liquid from each shell and washed it down with the crisp taste of wine, I lost the empty feeling and began to be happy and to make plans”

~ Ernest Hemingway

Copyright 2017 – Jim Lockard

WHAT KIND OF WINE DRINKER ARE YOU?

“As I ate the oysters with their strong taste of the sea and their faint metallic taste that the cold white wine washed away, leaving only the sea taste and the succulent texture, and as I drank their cold liquid from each shell and washed it down with the crisp taste of wine, I lost the empty feeling and began to be happy and to make plans”

~ Ernest Hemingway

There are a lot of ways to categorize oneself (or, for more fun, someone else) as a wine drinker. Let’s look at a few . I will provide some recommendations for those in each category to enhance the wine experience based on personal habits and preferences. It is important to have some balance, I think. I realize that all of us may cross categories from time to time, or as part of our evolution as wine drinkers. But, just for fun, let’s explore this idea a bit.

“All generalizations are false, including this one.”

~ Mark Twain

So as a caveat to any categorization scheme, I will acknowledge that this is in no way representative of anything approaching ultimate truth. It’s just for fun, and it may contain just enough truth to make it humorous.

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1. THE CREATURE OF HABIT DRINKER

This kind of wine drinker is predictable to a fault. She may always drink the same varietal, even label, just about every time she has wine. She always drinks at the same time of day, for example, only with dinner. She may be a bit expansive and drink the same varietal from more than one region, but probably not. The wine shop employee knows just what to have on the counter when she comes in to purchase.

RECOMMENDATION: Break out of the box, at least a little. Add a varietal to your routine, such as Merlot if you drink only Cabernet Sauvignon. Or, create a day of the week or of the month when you explore other wines.

“his lips drink water but his heart drinks wine”

~ e.e. cummings

 

Travel - Suitcase

2. THE EXPLORER

This kind of wine drinker seeks variety in all ways. He may drink a different wine every time, exploring different varietals, regions, decanting techniques, glasses, etc. While he may have a few favorites, he returns to from time to time, he is on the prowl for something new and interesting. He badgers the wine shop employees to get in some more interesting wines, and likely explores the shelves of every wine shop in town.

RECOMMENDATION: Find a couple of favorite wines or, better yet, varietals. Then explore them in greater depth to get a deeper knowledge and appreciation of the variety within them. You might try Sauvignon Blancs from a number of producers, regions, and countries to get a sense of how that varietal differs across the range of viticulture and wine making techniques.

“I rather like bad wine. One gets so bored with good wine.”

~ Benjamin Disraeli

Wine - Old Bottles in Storage

3. THE COLLECTOR

This wine drinker is primarily focused on developing a wine cellar that will be the envy of some target audience, or that will appreciate as an investment. He drinks around the edges of his collection, waiting until wines are “ready to drink,” or are on the downside of their life-cycle and no longer as valuable. He is driven more by the labels and the calendar than by his palate. The wine store employee never sees this wine drinker, as he purchases mainly via auction and directly from high-end wineries.

RECOMMENDATION: Have a little fun. Set your concerns for increasing the value of your cellar aside for a bit, let the urge to wheel and deal go and settle in with a couple of bottles that you really enjoy and have some friends over. Wine is a social lubricant and good wine is best enjoyed with friends. Do this occasionally and see how it feels.

“I drink Champagne when I am happy and when I am sad.  Sometimes I drink it when alone.  In company I find it compulsory.  I sip a little if I’m hungry.  Otherwise I don’t touch it — unless I’m thirsty of course.”

~ Lily Bollinger

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4. THE WINE SLUT

This wine drinker will drink whatever wine is being offered. He has no sense of appreciation of wine. His desire is to be sociable and get buzzed. If his host is serving Trader Joe’s Charles Shaw or Screaming Eagle, he will drink it all the same. The wine store employee points him to the sale bin and the bulk wine shelf in the wine shop.

RECOMMENDATION: Take a course on wine. Your wine shop or store may offer one, or the local community college. Increase your knowledge and learn to cultivate a better palate. Realize that a lot of the cheap wine you guzzle is full of additives (LINK) that you may not want in your system.

“As you get older, you shouldn’t waste time drinking bad wine.”

~ Julia Child

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5. THE WINE SNOB

This drinker is all about image – being seen as an authority on fine wines. She may also be a collector, but that is not the driver of her wine consumption. The Wine Snob is about seeming to be the authority in the room. She will spout grandiose tasting notes (including characteristics that no one else seems to taste or smell), turn up her nose at “everyday wines,” and let others know when their wine choices or opinions don’t make the grade (her grade, of course). See will name-drop wine makers, labels, authorities, and distant vineyards that she has experienced. The wine store employee has a happy/sad relationship – she will be a pain to wait on, but will buy expensive wine.

RECOMMENDATION: It may be hopeless. But if you can, try saying NOTHING about wine in a social setting. No, really. A winemaker friend of mine once attended a dinner at one of the premier Burgundy wine estates. Wines worth thousands of dollars a bottle as old as 100 years were served. He said that the amazing thing was not there was no mention of the wine at all during the dinner. The conversation was about other things. Try that sometime.

“This wine is too good for toast-drinking, my dear. You don’t want to mix emotions up with a wine like that. You lose the taste.”

~ Ernest Hemingway, The Sun Also Rises  

 

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6. THE SOCCER MOM/DAD

This drinker is looking for a reliable wine that meets three criteria: consistent, inexpensive, and gives a buzz with minimal hangover. The primary reason that this person drinks wine is as a reminder that there is more to living than the stresses and routines of everyday life. Wine is to relax and forget. The wine store employee sends cases of the same everyday wine home with this drinker a few times a month.

RECOMMENDATION: Learn to manage your life without self-medicating. You may be using wine in a non-beneficial manner. And you are missing most of the joy of the beverage. Read a self-help book, maybe see a therapist. Then, drink wine for enjoyment.

“Behold the rain which descends from heaven upon our vineyards; there it enters the roots of the vines, to be changed into wine, a constant proof that God loves us, and loves to see us happy.”

~ Benjamin Franklin

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7. THE YOUNG MILLENNIAL

Think Yellow TailBarefoot, and box wines. That’s pretty much all you need to know.

RECOMMENDATION: You will likely grow up anyway, but you can hasten the process. See the recommendation for The Wine Slut above.

“I went to the hospital for a blood transfusion and they gave me a wine list.”

~ Dean Martin

 

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8. THE OLDER MILLENNIAL

On the path of The Explorer, but not in a traditional sense – seeks out wines from obscure or emerging regions as long as they are organic or biodynamic. A wine gets extra credit if it comes from a third-world country. Enjoys paring wines with trendy and ethnic foods. Talks more about the “vibrations” of the wine than fruit vs. minerality. The wine shop employee needs to be up on the ecology of the wines in the shop.

RECOMMENDATION: You are driving the wine market. Keep seeking out wines produced sustainably with little or no additives. Keep expanding your pairings and urging winemakers and restaurateurs to be more creative. If anything, take yourself a little less seriously, but you are on the right track. Oh, and find ways to honor the great traditions of wine making while you create a new future.

“We are all mortal until the first kiss and the second glass of wine.”

~ Eduardo Galeano  

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Wherever you fall in or beyond any of these categories, may your wine drinking bring you great pleasure and add to the overall quality of your life. That, after all, is what it’s all about.

“Wine is one of the most civilized things in the world and one of the most natural things of the world that has been brought to the greatest perfection, and it offers a greater range for enjoyment and appreciation than, possibly, any other purely sensory thing.”

~ Ernest Hemingway

 Your comments are welcomed!

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Text Copyright 2017 – Jim Lockard;  some images are re-posted. If your image is here and you do not want it here, please let me know and I will remove it.