Young Vintners Are Making Serious Wine. Now They Have to Convince Their Generation to Drink It

Millennials and Gen Z are turning away from wine more and more.

By Jeremy Repanich 31/01/2024

Julie Pitoiset, the 33-year-old winemaker at historic Beaujolais producer Château des Jacques, knows her generation is drinking less of the beverage to which she’s devoted her career. Like at many estates around the world, the dip in demand is a topic of conversation at the château between her and her colleagues, she tells us. And yet, Pitoiset and her team noticed something promising: Groups of younger wine drinkers were among the most engaged visitors at the winery. Perhaps the cohort just needed a little more nudging and support. So they developed tours specifically with young people in mind, promoted the sessions directly to the these elusive generations, and made booking easier by offering it through their phones.

“These visits are different for us because we have to go over the basics, for example the tasting stages,” Pitoiset says. Yet she has found the program gratifying, because Pitoiset enjoys making a centuries-old château accessible and believes producers are pivotal to educating people about wine. She’s part of a group of young winemakers we’ve spoken to who are working to ensure their generations will enjoy wine like their parents and grandparents did before them.

It will be an uphill climb for them. The entire wine industry appears to be at a crossroads, with recent research showing a decline in consumption. A decade ago, wine was the favored alcoholic beverage of 35 percent of Americans who drank, but last summer that number fell to 29 percent, according to a recent Gallup poll. Alcohol in general is less popular with people under 35, with the share of imbibers in the age group dropping to 62 percent from 72 percent 10 years prior.

The wine industry’s headaches are further compounded with fresh competition like hard seltzers, canned cocktails, and cannabis-infused beverages. That has left wine lagging in some very important metrics for young drinkers, according to a 90-page report published last October that offered an in-depth analysis of Millennial and Gen-Z consumption habits. Of the 1,300 people surveyed, roughly three-quarters felt wine wasn’t a good value, and many responded wine didn’t deliver on the flavor front.

These findings ring true for Clément Robinet, the 28-year-old director and winemaker at Domaine J.A. Ferret in Burgundy. “As a winemaker, many of my friends love wine, too,” he tells Robb Report, but he knows that many others in his age group consume mostly beer or cocktails. So to get young drinkers, the domaine is trying to be smart about where it makes its wines available. “As a small winery, we adapt distribution according to the style of our wines,” Robinet says. “Our entry-level wines that are more ‘immediate’ and easier to drink will be distributed in wine bars or bistros where consumers are usually younger rather than gastronomic restaurants.”

Clement Robinet SERGE CAPUIS

According to the World Economic Forum, Gen Z cares more about sustainability than previous generations, and Robinet believes that this applies to wine as well. “The methods of production are extremely important for the young generation,” he says. “They have more interest in wines that are environmentally friendly with an organic or biodynamic certification.” Pierre-Emile Humbrecht, who is 30 years old, oversees winemaking at Domaine Zind Humbrecht in Alsace; his family has been growing grapes here since 1620 and his grandparents established the winery in 1959. Speaking of his own wine drinking preferences, sustainability is key. “When I go to a wine shop to buy wine, it is important for me that the domain, château, or winemaker does organic or biodynamic production,” he tells us. Pitoiset echoes this sentiment, “Young consumers are also sensitive to the estate’s environmental commitment and its sustainable and respectful practices,” she says. Fortunately for the wine world, many producers have been embracing sustainability for years and are sure to win points with eco-conscious young drinkers.

Pierre-Emile Humbrecht
LEIF CARLSS

Like Pitoiset, Humbrecht believes education is important. While he is aware that many younger drinkers enjoy beer, spirits, and cocktails, he holds tastings at universities that have wine clubs to introduce students to his family’s grand cru Riesling, Pinot Gris, and Gewürztraminer. Humbrecht says he also sees the adult children of his family’s customers coming to the winery for tastings and transitioning into the next generation of clients. Robinet agrees that teaching younger drinkers about wine is a priority.“With a good wine education, young people could understand and enjoy different kind of wines,” he tells us.

Humbrecht uses opportunities at fairs and large tastings to connect with consumers, and while he knows that social media helps to get the word out, he thinks this is just the first step in making a connection. Besides relating to a brand, opening a bottle of wine also helps to link us to the moment and to one another. A word that we hear thrown around a lot regarding younger consumers is authenticity; it is said that they are seeking brands with a true story that are helmed by real people, not mass-produced beverages from a faceless corporation. “I am looking for an emotion, something I enjoy from the first drop to the end of the tasting,” Pitoiset says. “It is intimately linked to the moment of tasting and the people around you.”

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Painted Black

Dion Lee is teaming up with Cho Cho San for an Australian Fashion Week event.

By Horacio Silva 10/05/2024

The more things change, the more things stay the same. Nowhere more than in the fashion world. Despite the vagaries of taste, black remains the go-to colour of choice. Fitting, then, that for next week’s Australian Fashion Week, the perennially black-clad media darling Dion Lee has partnered with Pott’s Point Izakaya joint Cho Cho San on a black-themed late-night ramen bar.

Lee, based in New York and not showing in Sydney next week, has worked with the restaurant to create a menu inspired by his inky, haute-industrial aesthetic and favourite flavours.

As part of the signature offering ($50pp) guests are offered “Dion’s Martini” on arrival (his take on the classic vodka drink spiked with a black olive, natch), a Tokyo-style shoyu ramen with shitake mushrooms, smoked daikon and crunchy tempura shiso leaf, and a winning black sesame and cocoa soft-serve ice-cream replete with black cone. (Trust us, it tastes infinitely better than it sounds.)

Lee rarely strays outside his fashion lane, but a little blackbirdie tells us to expect an announcement soon about a major new collaboration. Let’s hope it involves black ice cream.

Cho Cho San x Dion Lee: Late Night Ramen Bar

Available from May 13-16, 5pm to late.

Signature set: $50pp includes Dion’s Martini, Tokyo Shoyu Ramen and Black Sesame Soft Serve.

To book click here

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A New Chapter for Jaeger-LeCoultre’s ‘Reverso Stories’

A special Reverso exhibit arrives in Sydney this week.

By Josh Bozin 08/05/2024

Few watch enthusiasts would be unfamiliar with Jaeger-LeCoultre and its enduring Reverso collection. Since 1931, the Reverso has been celebrated as one of the great dress watches of the 20th century.

In recent years, the watch has gone from strength to strength—in 2023 alone, we received the new Reverso Tribute Chronograph, the impressive Duoface Tourbillon, and the slimmer Reverso Tribute Small Seconds—capturing the imagination of casual observers, collectors, and those looking to scale the horological ladder.

Jaeger-LeCoultre
Jaeger-LeCoultre

It is also part of the cultural conversation thanks to exceptional branding experiences, such as ‘Reverso Stories’, a travelling experiential trunk show. Jaeger-LeCoultre is again summoning its movable experience to Australia, this time in the heart of Sydney’s CBD. For a limited time, eager fans can glimpse the Reverso collection up close via a multi-sensory exhibition tracing the history of this remarkable timepiece.

Presented in four chapters ( Icon, Style and design, Innovation, and Craftsmanship), the Reverso story will be told through the lens of Jaeger-LeCoultre’s expert watchmakers, who combine nine decades of craftsmanship, inventiveness, and design into one interactive experience.

As a bonus, guests will be privy to a large-scale art installation by Korean artist Yiyun Kang—commissioned by the Maison under its ‘Made of Makers’ programme—and the launch of three exceptional new Reverso timepieces, yet to be revealed. These watches will showcase skills such as enamelling, gold-leaf paillonage, and gem-setting, mastered by the manufacturer’s in-house Métiers Rares (Rare Handcrafts) atelier.

Jaeger-LeCoultre
Jaeger-LeCoultre

Completing the immersion into the spirit of Art Deco, guests will be able to enjoy a complementary refreshment post-experience at the pop-up Jaeger-LeCoultre 1931 Café.

‘Reverso Stories’ will be held in Sydney’s Martin Place from 10–19 May 2024. It will be open daily from 9 a.m. to 7 p.m. (and 5 p.m. on Sundays) and free to the public. Visitors are welcome to book online here or register upon arrival.

For more information, visit Jaeger-LeCoultre.

 

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Watch of the Week: TAG Heuer Formula 1 | Kith

The legendary sports watch returns, but with an unexpected twist.

By Josh Bozin 02/05/2024

Over the last few years, watch pundits have predicted the return of the eccentric TAG Heuer Formula 1, in some shape or form. It was all but confirmed when TAG Heuer’s heritage director, Nicholas Biebuyck, teased a slew of vintage models on his Instagram account in the aftermath of last year’s Watches & Wonders 2023 in Geneva. And when speaking with Frédéric Arnault at last year’s trade fair, the former CEO asked me directly if the brand were to relaunch its legacy Formula 1 collection, loved by collectors globally, how should they go about it?

My answer to the baited entreaty definitely didn’t mention a collaboration with Ronnie Fieg of Kith, one of the world’s biggest streetwear fashion labels. Still, here we are: the TAG Heuer Formula 1 is officially back and as colourful as ever.

As the watch industry enters its hype era—in recent years, we’ve seen MoonSwatches, Scuba Fifty Fathoms, and John Mayer G-Shocks—the new Formula 1 x Kith collaboration might be the coolest yet. 

TAG Heuer
TAG Heuer

Here’s the lowdown: overnight, TAG Heuer, together with Kith, took to socials to unveil a special, limited-edition collection of Formula 1 timepieces, inspired by the original collection from the 1980s. There are 10 new watches, all limited, with some designed on a stainless steel bracelet and some on an upgraded rubber strap; both options nod to the originals.

Seven are exclusive to Kith and its global stores (New York, Los Angeles, Miami, Hawaii, Tokyo, Toronto, and Paris, to be specific), and are made in an abundance of colours. Two are exclusive to TAG Heuer; and one is “shared” between TAG Heuer and Kith—this is a highlight of the collection, in our opinion. A faithful play on the original composite quartz watch from 1986, this model, limited to just 1,350 pieces globally, features the classic black bezel with red accents, a stainless steel bracelet, and that creamy eggshell dial, in all of its vintage-inspired glory. There’s no doubt that this particular model will present as pure nostalgia for those old enough to remember when the original TAG Heuer Formula 1 made its debut. 

TAG Heuer
TAG Heuer

Of course, throughout the collection, Fieg’s design cues are punctuated: the “TAG” is replaced with “Kith,” forming a contentious new brand name for this specific release, as well as Kith’s slogan, “Just Us.”

Collectors and purists alike will appreciate the dedication to the original Formula 1 collection: features like the 35mm Arnite cases—sourced from the original 80s-era supplier—the form hour hand, a triangle with a dot inside at 12 o’clock, indices that alternate every quarter between shields and dots, and a contrasting minuterie, are all welcomed design specs that make this collaboration so great. 

Every TAG Heuer Formula 1 | Kith timepiece will be presented in an eye-catching box that complements the fun and colour theme of Formula 1 but drives home the premium status of this collaboration. On that note, at $2,200 a piece, this isn’t exactly an approachable quartz watch but reflects the exclusive nature of Fieg’s Kith brand and the pieces he designs (largely limited-edition). 

TAG Heuer
TAG Heuer

So, what do we think? It’s important not to understate the significance of the arrival of the TAG Heuer Formula 1 in 1986, in what would prove integral in setting up the brand for success throughout the 90’s—it was the very first watch collection to have “TAG Heuer” branding, after all—but also in helping to establish a new generation of watch consumer. Like Fieg, many millennial enthusiasts will recall their sentimental ties with the Formula 1, often their first timepiece in their horological journey.  

This is as faithful of a reissue as we’ll get from TAG Heuer right now, and budding watch fans should be pleased with the result. To TAG Heuer’s credit, a great deal of research has gone into perfecting and replicating this iconic collection’s proportions, materials, and aesthetic for the modern-day consumer. Sure, it would have been nice to see a full lume dial, a distinguishing feature on some of the original pieces—why this wasn’t done is lost on me—and perhaps a more approachable price point, but there’s no doubt these will become an instant hit in the days to come. 

The TAG Heuer Formula 1 | Kith collection will be available on Friday, May 3rd, exclusively in-store at select TAG Heuer and Kith locations in Miami, and available starting Monday, May 6th, at select TAG Heuer boutiques, all Kith shops, and online at Kith.com. To see the full collection, visit tagheuer.com

 

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8 Fascinating Facts You Didn’t Know About Aston Martin

The British sports car company is most famous as the vehicle of choice for James Bond, but Aston Martin has an interesting history beyond 007.

By Bob Sorokanich 01/05/2024

Aston Martin will forever be associated with James Bond, ever since everyone’s favourite spy took delivery of his signature silver DB5 in the 1964 film Goldfinger. But there’s a lot more to the history of this famed British sports car brand beyond its association with the fictional British Secret Service agent.

Let’s dive into the long and colourful history of Aston Martin.

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What Venice’s New Tourist Tax Means for Your Next Trip

The Italian city will now charge visitors an entry fee during peak season. 

By Abby Montanez 01/05/2024

Visiting the Floating City just got a bit more expensive.

Venice is officially the first metropolis in the world to start implementing a day-trip fee in an effort to help the Italian hot spot combat overtourism during peak season, The Associated Press reported. The new program, which went into effect, requires travellers to cough up roughly €5 (about $AUD8.50) per person before they can explore the city’s canals and historic sites. Back in January, Venice also announced that starting in June, it would cap the size of tourist groups to 25 people and prohibit loudspeakers in the city centre and the islands of Murano, Burano, and Torcello.

“We need to find a new balance between the tourists and residents,’ Simone Venturini, the city’s top tourism official, told AP News. “We need to safeguard the spaces of the residents, of course, and we need to discourage the arrival of day-trippers on some particular days.”

During this trial phase, the fee only applies to the 29 days deemed the busiest—between April 25 and July 14—and tickets will remain valid from 8:30 am to 4 pm. Visitors under 14 years of age will be allowed in free of charge in addition to guests with hotel reservations. However, the latter must apply online beforehand to request an exemption. Day-trippers can also pre-pay for tickets online via the city’s official tourism site or snap them up in person at the Santa Lucia train station.

“With courage and great humility, we are introducing this system because we want to give a future to Venice and leave this heritage of humanity to future generations,” Venice Mayor Luigi Brugnaro said in a statement on X (formerly known as Twitter) regarding the city’s much-talked-about entry fee.

Despite the mayor’s backing, it’s apparent that residents weren’t totally pleased with the program. The regulation led to protests and riots outside of the train station, The Independent reported. “We are against this measure because it will do nothing to stop overtourism,” resident Cristina Romieri told the outlet. “Moreover, it is such a complex regulation with so many exceptions that it will also be difficult to enforce it.”

While Venice is the first city to carry out the new day-tripper fee, several other European locales have introduced or raised tourist taxes to fend off large crowds and boost the local economy. Most recently, Barcelona increased its city-wide tourist tax. Similarly, you’ll have to pay an extra “climate crisis resilience” tax if you plan on visiting Greece that will fund the country’s disaster recovery projects.

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