Is the Wine Industry Losing Touch? Bartenders Can Help.
As the wine industry struggles to connect with a new generation of drinkers, Gary Vaynerchuk is calling for a fresh approach to wine marketing.
But bartenders may play an equally important role in making wine more approachable, exciting, and relevant to today’s consumers.
Wine has always had plenty going for it. There’s history, craftsmanship, incredible diversity, and no shortage of interesting people making it. Yet despite everything the category has to offer, the wine industry is having a difficult time connecting with a new generation of consumers. Younger drinkers aren’t necessarily developing the same relationship with wine that their parents did, and the industry is searching for ways to capture their interest.
Gary Vaynerchuk thinks it’s time for a change. In his recent LinkedIn article, The Wine Business Needs to Wake Up, the entrepreneur and longtime wine advocate challenges the industry to rethink how it communicates with consumers. Vaynerchuk, who built an early following through his Wine Library TV videos, argues that wineries have been slow to adapt to modern marketing, particularly when it comes to social media, storytelling, and reaching younger audiences.
His point is worth considering. Wine has spent decades building an image around tradition, sophistication, and expertise, but those same qualities can sometimes make the category feel intimidating to people who are just beginning to explore it. And while there’s certainly a place for conversations about terroir, vintages, and aging potential, not everyone wants a wine education before ordering a glass. Sometimes they just want to drink a good tasting glass of wine.
Of course, the challenges facing wine go well beyond marketing. Consumers have more beverage choices than ever, drinking habits are changing, and many people are becoming more selective about when and what they drink. Price matters, too, particularly for younger consumers who may be curious about wine but reluctant to spend money on a bottle they’re not sure they’ll enjoy.
Still, Vaynerchuk raises an interesting question. Has the industry become so focused on explaining what makes wine special that it’s forgotten how to make people excited about drinking it?
That question brings us to an important part of the wine conversation that doesn’t always receive enough attention. The bartender.
The Bartender’s Role in Wine Discovery
Think about how many people discover a new spirit or cocktail simply because a bartender recommends it. Someone who has never tried mezcal might become a fan after tasting a well-made cocktail. A guest who typically orders vodka could discover a love for gin after a bartender introduces them to something different. These moments happen every day in bars and restaurants, and they’re often what turn a casual consumer into someone who wants to learn more.
Why shouldn’t wine benefit from the same experience?
For years, wine has largely been treated as its own category in hospitality, often separated from the cocktail side of the business. In many restaurants, wine recommendations are left to sommeliers or servers, while bartenders focus on spirits and cocktails. But today’s bartenders are increasingly knowledgeable about a wide range of beverages, and their ability to connect with guests puts them in a unique position to introduce wine in a more relaxed, approachable way.
A bartender doesn’t necessarily need to explain the nuances of a particular growing region to recommend a great glass of wine. They need to understand what a guest enjoys and make a thoughtful suggestion. Someone who gravitates toward bright, citrus-forward cocktails might enjoy a crisp Sauvignon Blanc or Albariño. A bourbon drinker looking to explore wine might appreciate a full-bodied red with rich fruit and spice. Even a simple conversation about whether someone prefers something dry, refreshing, fruity, or bold can open the door to a new experience.
And unlike traditional wine marketing, which often relies on labels, ratings, and tasting notes, that recommendation comes from a person the guest already trusts.
There’s something powerful about that kind of interaction, particularly for consumers who may feel overwhelmed by wine lists or unfamiliar terminology. A bartender who makes wine feel accessible can encourage exploration.
Wine Doesn’t Always Have to Be Served Straight
There’s another opportunity for bartenders to bring wine into the conversation, and it comes through cocktails.
Wine-based drinks are hardly new, but their popularity offers an interesting reminder that consumers don’t always think about wine in traditional terms. The Aperol Spritz has become a familiar order in bars around the world, while sangria, sparkling wine cocktails, and drinks featuring Sherry or Port continue to find their way onto creative cocktail menus.
These drinks give bartenders an opportunity to introduce wine to guests who might not otherwise order it. A well-balanced Sherry cocktail can spark curiosity about fortified wines, while a refreshing spritz made with an interesting sparkling wine might encourage someone to try that wine on its own.
For bartenders, wine also offers another ingredient to experiment with. Sparkling wines can add texture and brightness, while still wines bring acidity, fruit, and complexity to a cocktail. Fortified wines offer an entirely different range of flavors and can be used to create drinks that feel both familiar and unexpected.
None of this means wine needs to become a cocktail ingredient to stay relevant. There’s plenty of room for a beautifully made glass of wine to stand on its own. But giving consumers more ways to experience wine can only help broaden the conversation.
And perhaps that’s part of what the industry needs right now. Less emphasis on how wine is supposed to be enjoyed and more attention to how people actually want to enjoy it.
Bringing Wine Back Into the Conversation
Vaynerchuk’s argument about marketing is particularly relevant when you consider how consumers discover new products today. Social media has changed the way people learn about brands, restaurants, cocktails, and beverages. A short video from a bartender explaining a favorite wine, showing how to make a wine-based cocktail, or introducing an unfamiliar grape variety can reach consumers who might never seek out traditional wine content.
But social media is only part of the equation. The experience someone has when they actually order wine matters just as much. A welcoming bartender, an interesting by-the-glass selection, or a casual conversation about a new wine can create the kind of personal connection that advertising alone can’t deliver.
For wineries looking to reach new audiences, that creates opportunities to work more closely with the hospitality community. Bartender education, collaborative events, creative cocktail programs, and opportunities for beverage professionals to experience wines firsthand can help bridge the gap between producers and consumers.
It’s a relationship that already works well in the spirits industry. Brands regularly partner with bartenders to introduce new products, develop cocktails, and tell stories that connect with consumers. Wine producers could benefit from taking a closer look at that approach, particularly when trying to reach people who don’t consider themselves traditional wine drinkers.
That doesn’t mean every winery needs an influencer campaign or every wine list needs to be reinvented. What matters is finding ways to make wine feel like something people want to explore rather than something they need to understand before they can appreciate it.
The industry also needs to recognize that younger consumers aren’t all looking for the same thing. Some are interested in natural wines and lesser-known varieties, while others prefer familiar styles or are simply looking for an affordable glass to enjoy with friends. Some are drinking less alcohol altogether. There isn’t one message or marketing strategy that will reach everyone, and trying to force wine into a single trend probably isn’t the answer.
What wine does have is versatility. It can be casual or sophisticated, traditional or experimental, affordable or luxurious. It belongs at neighborhood bars just as comfortably as it does in fine dining restaurants, and there’s no reason it can’t appeal to consumers with very different tastes and interests. Perhaps the challenge is making sure people know that.
A New Way Forward for Wine
Gary Vee’s comments may be direct, but the conversation they raise is an important one. The wine industry has a remarkable product to work with, and its history and traditions are part of what make it special. The opportunity isn’t to abandon those qualities. It’s to find better ways to share them with people who haven’t yet discovered what wine has to offer.
And while wineries, marketers, and distributors all have a role to play, bartenders shouldn’t be overlooked. They’re the ones having conversations with guests, making recommendations, introducing new flavors, and helping people discover what they enjoy. They understand that sometimes the best way to get someone interested in a beverage isn’t to explain everything about it, but simply to pour them something they’ll love.
Wine may be facing a changing market, but it hasn’t run out of stories to tell or experiences to offer. It may just need a few more people helping to tell those stories in ways that connect with today’s drinkers. And some of the best people for that job are already standing behind the bar.
The post Is the Wine Industry Losing Touch? Bartenders Can Help. appeared first on Chilled Magazine.