Wine Isn’t Going Anywhere: Industry Veterans Share Optimism for the Next Generation
From immersive experiences to deep-rooted values, winemakers are confident that wine’s next chapter will be defined by connection, resilience and joy.
Experienced voices in the wine industry show no signs of panic.
Despite slowing sales and shifting consumer trends, these veterans believe the long view is still bright—especially if the next generation is given the chance to experience wine in deeper, more meaningful ways.
“We’ve come a long way in the U.S. on educating ourselves on wine,” said David “Merf” Merfeld, winemaker at Washington’s Northstar Winery. “It’s a very young industry. I drank beer in high school or college, I became a wine drinker in my early 30s. It’s still a new industry.”
That relative newness presents both a challenge and an opportunity. According to Peter Mondavi Jr., co-proprietor of Charles Krug Winery in Napa Valley, it’s important to note wine’s cultural roots.
“Part of our history and legacy ties us to the Old World,” Mondavi Jr. said. “My grandparents came from Italy, where wine is enjoyed at the dinner table with family and friends to enjoy the experience. Old World wines tend to be more suited to that situation; pick an Old World wine country. We want the wine to be properly expressed where it's grown and the terroir, and as a complement to the dining experience.”
While the wine world has weathered difficult moments before, Grgich Hills Estate President Violet Grgich draws on the advice of her late father, legendary Napa Valley winemaker Mike Grgich.
