The VinePair Podcast: Should Wineries Prioritize Urban Tasting Rooms?

One way wineries can reach younger consumers is by meeting them where they are. And nowhere are young people more concentrated than in urban spaces. Rather than inviting consumers to the physical vineyards, can urban tasting rooms foster a fun and fuss-free environment that attracts Millennial and Gen Z drinkers?

Today on the “VinePair Podcast,” Adam, Joanna, and Zach respond to a listener’s question about whether or not urban tasting rooms have potential for success. Do consumers care about being at the winery, seeing the vines, and touching the land? Can pivoting to urban spaces make up for losing the pastoral beauty that comes with on-site tasting rooms?

Zach is drinking: Laurent-Perrier 2008 Brut Champagne
Joanna is drinking: On The Rocks Boulevardier
Adam is drinking: Guinness at Meetinghouse

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