“…Young consumers are less engaged with wine now than they were ten years ago…”—Rob McMillan

“Whatever we [the wine industry] are doing to promote wine to young consumers, we should stop doing right now because it’s not working. They aren’t engaging. Young consumers are less engaged with wine now than they were ten years ago, especially wines bought directly from wineries.”

—Rob McMillan, Silicon Valley Bank State of the Wine Industry Report 2023