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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Tom Brady Wears a Jacob & Co. Watch Decked in Yellow Sapphires to the Super Bowl

The $740,000 Caviar Tourbillon was an opulent choice for the former NFL star.

By 17/02/2025

Tom Brady was on the field tonight at the 59th annual Super Bowl game, and while the retired NFL hero—a seven-time Super Bowl winner (the most of any footballer in history)—wasn’t playing, he came dressed to impress with a $116,400 Jacob & Co. watch on his wrist.

Brady, who is a notable watch collector, recently sold off several of his timepieces at a Sotheby’s auction called “The GOAT Collection: Watches and Treasures from Tom Brady” this past December. Those timepieces ran the gamut from a Rolex Daytona Ref. 6241 to a unique Audemars Piguet Royal Oak with his name spelled out in diamonds across the salmon-colored tapisserie dial. His Rolex Daytona sold for over $1.5 million, and, in total, his auction raked in around $7 million. So, he’s well-equipped for a new watch purchase.

Whether or not he owns the six-figure sapphire stunner or it was a paid spot, the watch certainly stood out against his conservative but immaculately fit gray suit. “Tom Brady is the epitome of excellence, both on and off the field,” said Benjamin Arabov, CEO of Jacob & Co, in a press release sent out by the company shortly after Brady’s appearance. “We’re thrilled to see him wearing two of our most prestigious timepieces on the biggest stage in sports. The Billionaire Mini Ashoka and Caviar Tourbillon embody the precision, luxury, and innovation that define Jacob & Co. We’re honored to have him represent the artistry and craftsmanship behind every piece we create.”

Like much of Brady’s wrist candy, his 44 by 15.8 mm Caviar Tourbillon is not easy to come by. It is limited to just 18 pieces. It features hours, minutes, and a one-minute flying tourbillon in the JCAA43 movement with 216 components and 72 hours of power reserve. The movement itself is set with 338 brilliant-cut diamonds, while a total of 337 yellow sapphires adorn the case and dial. The clasp is decorated with another 18 baguette-cut yellow sapphires, and the crown comes with 14 baguette-cut yellow sapphires and one rose-cut yellow sapphire. As far as gem setting goes, this is one extraordinary piece, but it certainly seemed like a surprising choice for Brady, who was otherwise dressed like he just stepped out of a boardroom or a Ralph Lauren catalog.

Benjamin Arabov, son of Jacob & Co. founder Jacob Arabov, is now the CEO of the company. The 32-year-old recently took to Instagram to post that he was looking for a rebranding agency with experience in visual identity and packaging. As far as marketing goes, however, with Tom Brady, he’s golden.

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This Vintage Rolex Day-Date Has an Ultra-Rare and Coveted ‘Bark’ Design

The ultra-cool piece from Wind Vintage also comes in pristine condition with a desirable patina.

By Paige Reddinger 17/02/2025

Over the last four years there has been a resurgence in interest for 18-karat yellow gold watches. Much of that is due to fatigue over the long-running craze for steel tool watches, but it is also in part due to the rising value of gold (which shows no sign of slowing), rendering these once undesirable pieces increasingly worth collecting. Add to that the fact that, in some niche and stylish circles, unusual bracelet treatments, gem-setting, and interesting dials are becoming increasingly appealing and you have a new wave of watch collecting emerging. Steel sports watches are still the bread and butter for most dealers, but as pockets of interest in more unusual timekeepers, often from younger and fashion-forward collectors, continue to rise we’re seeing some really fun pieces pop up on the market. Case in point: This 1980s Rolex Day-Date in 18-karat yellow gold with a sapphire and diamond dial from Wind Vintage currently available exclusively on The Vault.

It wasn’t that long ago that dealers had a hard time unloading an all-gold gem-set piece. Eric Wind, the notable dealer and founder of Wind Vintage, says five years ago he would have sold this piece for around $23,000 to $28,000. The asking price today? $45,000. “It is very rare,” he tells Robb Report. “I think that was all clearly hand-done. Funnily enough, bark watches were not very desirable in the past. You know, even five to 10 years ago, they were very, very hard to sell. But, over the last three to five years, there’s been such an emergence and interest in jewellery and watches and work like that engraving and other kind of artistic forms that the watches took.” The style of engraving he is referring to on this watch can be seen on the bezel and middle links of the bracelet that is referred to as “bark” for its rough tree-like appearance.

“Bark” engraving on the bezel and bracelet of the Wind Vintage 1980s Rolex Day-Date
Courtesy of Wind Vintage

And while the bracelet is certainly a notable feature that will stand out in a sea of Submariners and Daytonas, the dial is also worth bragging about. Its diamond minutes track and sapphire hour markers are executed in what is known as a “string dial” because it looks like a string of pearls. “They’ve become very popular,” says Wind. “They were very expensive back in the 80s, just because of the cost of the stones, and there are just not many that exist on the planet.” Likewise, Wind says the canary yellow matte dial is not something he comes across often, having only seen a couple of others.

An up-close look at the patina and “bark” engraving on this 1980s Day-Date from Wind Vintage.
Courtesy of Wind Vintage

Part of what makes this watch so hard to find on the market is that pieces like this often didn’t survive past their ’80s heyday. “A lot of times these watches were so undesirable that dealers would replace the bezel inserts and put on fluted inserts, or smooth bezels or fluted bezels and melt down the bracelets or polish the center link so they looked like a standard Day-Date. Those dealers should have learned that what goes around, always comes around. Now with these interesting Rolex watches on the rise, they’ll become even harder to find.

A Wind Vintage 1980s Day-Date with “bark” engraving and a gem-set “string dial”
Courtesy of Wind Vintage

If you’re interested in the piece and want to speak to Wind about it IRL, he will be at Robb Report’s House of Robb event in San Francsico today during the NBA All-Star weekend.

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Soccer Star Kylian Mbappé Is Now an Investor in Watch Marketplace Wristcheck

Just like Jay-Z.
Published on February 7, 2025

By Abby Montanez 11/02/2025

Kylian Mbappé just went from brand ambassador to investor.

The celebrated French footballer, who currently plays for Real Madrid, has taken a stake in luxury watch trading platform Wristcheck, Hypebeast reported lat week.

Off the filed, the 26-year-old soccer star is a known timepiece collector and has served as an ambassador for Swiss marque Hublot since 2018. With this new partnership, the forward joins a growing group of influential backers, including Jay-Z. The rapper and business mogul took an equity stake in the Hong Kong-based company last summer as part of a recent funding round of $7.9 million.

“I’m thrilled to join Wristcheck as an investor through Coalition Capital,” Mbappé said in a press statement. “As a Hublot ambassador and someone passionate about watches and innovation, I see Wristcheck as a platform that truly understands the next generation of collectors. They’re reshaping the watch industry with a forward-thinking approach that blends technology, transparency, and creativity.” Mbappé did not immediately respond to Robb Report‘s request for comment on his new business endeavor.

Kylian Mbappé is an investor in online watch shop Wristcheck.
Tnani Badreddine/DeFodi Images via Getty Images

Launched in 2020 by renowned horophile and Instagram personality Austen Chu, Wristcheck offers a platform for collectors to buy and sell pre-owned watches that have been authenticated by Swiss-trained watchmakers. Since it was founded, the company has raised more than $21.6 million in funding from investors including the Alibaba Entrepreneurs Fund, Gobi Partners GBA, and K3 Ventures.

Mbappé, meanwhile, has achieved remarkable success in his soccer career. He won the 2018 FIFA World Cup with France, becoming the youngest player to score in a final since Pelé. At PSG, he has secured multiple Ligue 1 titles and domestic cups. Individually, Mbappé has earned the Ligue 1 Player of the Year award and regularly features in top European scoring charts. And in 2020, he was ranked the world’s highest-paid player, surpassing rivals Cristiano Ronaldo and Lionel Messi.

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Sotheby’s Will Put on the Largest Auction of Breguet Watches in Decades This Fall

To celebrate the revered watchmaking house’s 250th anniversary, the sale includes rare collectibles belonging to living Breguet family members.

By Paige Reddinger 11/02/2025

Interest in Breguet has experienced a quiet resurgence among savvy collectors who appreciate the brand’s deep-rooted watchmaking heritage. This growing enthusiasm will soon take center stage with an upcoming auction that shines a significant spotlight on the storied Maison.

Founded in Paris 250 years ago, Abraham-Louis Breguet was one of the most influential watchmakers in history, best known for inventing the tourbillon and the automatic winding system—along with many other groundbreaking innovations. His legacy continues to inspire modern masters such as F.P. Journe and Philippe Dufour. You can see Breguet’s influence pointedly in pieces like F.P. Journe’s famous Chronomètre à Résonance timepiece, voted one of Robb Report‘s 50 Greatest Watches of All Time.

Now, Sotheby’s has announced “the largest sale of Breguet timepieces in three decades.” Though the auction won’t take place until November, the auction house is already working to build anticipation. In the meantime, it might be wise to brush up on the most coveted Breguet references.

Breguet 1827 Perpétuelle à Tact watch made for King George IV Breguet

What may pique collectors’ interest is the sale is being curated in conjunction with Breguet and Emmanuel Breguet, the vice president and head of patrimony, who happens to be a descendant of the original Monsieur Breguet. So far, the only timekeeper publicly associated (at least visually) with the auction is the 1827 Perpétuelle à Tact watch made for King George IV. Still, it hints at the historic level of pocket watches, wristwatches, and clocks that will be on offer. Abraham-Louis Breguet was a frequent supplier of high-end and state-of-the-art timepieces for royalty, including Marie Antoinette, Napoleon Bonaparte, and King George III.

Other highlights include an open-faced montre à tact (a watch that replicates the internal hour hand on the cover of the pocket watch via an arrow so that time could be read via touch) with a calendar and moonphase indications that was the inspiration for the Ref. 3330. A pendulette with alarm, perpetual calendar and repeater, and a two-color gold open-faced tourbillon watch is said to be a part of the sale, although no images were provided as of press time. More info on what will be in the sale will come this spring.

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Capella Brands Their Own Caviar to Mark Chinese New Year

Capella Sydney continues its commitment to exceptional luxury experiences, with a high tea and caviar upgrade all part of its 2025 Lunar New Year celebrations to usher in the Year of the Snake.

By Belinda Aucott-christie 07/02/2025

These days caviar bumps are on the menu at all the best seaside restaurants, and now guests checking into a suite at Capella Sydney will be saved the trip to the beach with a tin of caviar conveniently stationed in their mini bar.

Downstairs at the chic lobby café Aperture, caviar is also part of their elegantly indulgent high tea. Expertly crafted by Head Pastry Chef Arthur Carré. This bespoke menu features a delectable selection of delicacies, including Capella Kaluga Caviar, sesame prawn toast, Peking duck pancake roll cornetto, fried pork dumplings, and pandan and mandarin lamingtons. The experience is complemented by the delicate notes of white rabbit jasmine tea from Zensation Tea House, with an optional upgrade to a glass of Louis Roederer Champagne for a truly indulgent experience.

It’s all part of a chic lunar collaboration with Kaluga Caviar (from central China) which supplies 21 of the 26 three Michelin starred restaurants in Paris. Kaluga caviar offers a balance of luxury, flavour, and sustainability. Its rich, creamy texture and large pearls make it a close alternative to Beluga caviar with a lovely walnut aftertaste.

Even if you are a guest just for the day at Capella Sydney you can indulge your palate with a high tea that pairs Oscietra black caviar, from Russian Sturgeon stock, with champagne and traditional accompaniments.

Ask for the Capella Lunar New Year Afternoon Tea when you make you reservation, and take your place at the table. Each set comes with a 10g tin of Capella Sydney x Kaluga Queen Caviar.

Capella Sydney

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