On October 15, Sid Patel, CEO and Founder of Beverage Trade Network, Organizers of Sommeliers Choice Awards will be moderating a podcast which is focused on ‘Let's Grow Wine’. The speakers will include Julio Alonso Ducci from Wines of Chile North America, Jim Clarke from Wines of South Africa US, Karissa Kruse from Sonoma County Winegrowers, Samuel Filler from New York Wine & Grape Foundation, and Dr. Liz Thach, MW from the WINE MARKET COUNCIL.

The title of the webinar is "Role of Wine Associations in growing wine consumption".

Date: October 15, 2024
Time: 9 am PST (San Francisco Time)

Points of discussion will be:

1) Wine and Consumer: How we can talk to the new consumer
2) Wine and Culture: How we can use current culture to grow wine consumption
3) Wine and Trade: How trade can push wine in a new way
4) Wine and transparency: How can we tell the story of sustainability and transparency

RSVP here to attend the webinar and get the recorded video.

Sam Filler, as the Executive Director of the New York Wine and Grape Foundation (NYWGF), has spearheaded various initiatives to elevate the state's wines and grapes. From promoting sustainability to expanding global markets, Sam's leadership has been instrumental in advancing New York's wine industry. In this interview, Sam shares key achievements, programs, and future goals of NYWGF, shedding light on the foundation's role in shaping the industry's growth and success.

When asked “How do you think the trend of moderation among Gen Z drinkers in the US, particularly their embrace of no- and low-alcohol beverages, is impacting the landscape of the wine industry, and how are you adapting your strategies to cater to this demographic?”

Sam Filler:  I think that this trend is concerning because Gen Z is the next generation of legal-age drinking consumers, and baby boomers, formerly the largest group, are beginning to decrease their purchasing and consumption of wine.  But, in general, there is growing conscientiousness among consumers about their health and their food and beverage choices.  We see this already as a buying decision factor in our Western European export markets among all age demographics.  I’m an older Millennial (1982) and I have recently experienced some health issues myself, which has required me to be more conscientious about my wine consumption. 

Given the market trends and my personal experience, I do think health-conscious consumers are here to stay.  However, I think that there is still a place for wine at the table because wine consumption is driven by occasion and it shines when paired with food.  Wine by the fact of its format, 750ml bottle, is meant to be enjoyed communally.  It also remains an important beverage for celebratory occasions.  Plus, emerging markets like Vietnam and South Korea have young middle-class consumers who are eager to learn more about wine.

Join him in the upcoming webinar on October 15 where he will share his insights on how we can grow wine consumption.

The mission of the New York Wine & Grape Foundation is to promote the world-class image of New York grapes and wines from our diverse regions to responsibly benefit farmers, producers, and consumers through innovative marketing, research, communication, and advocacy.

Also Read:
Sam Filler: Leading NY's Wine & Grape Excellence
Julio Alonso Ducci, Director of Wines of Chile North America Joins The Lets Grow Wine Webinar