Premium Wine Producers: Millennials Aren’t Ghosting You, You’re Just Not That Interesting

You've got killer wine, amazing views, cheese pairings, vineyard tours, blah, blah, blah. So why aren't Millennials showing up at your winery?

In other industries, tiny indie brands slinging pickles, perfume, and non-alcoholic aperitifs are building cult followings. Not because their products are better than your wine (they’re not), but because they know how to speak Millennial.

Here’s what California’s premium wineries need to learn from the other artisanal brands.

1. Cut the Wine-Splaining. Tell Me Why I Should Care.

You spent 20 minutes explaining whole-cluster fermentation and forgot to mention that your vineyard is female-owned, dry farms, and was almost turned into a golf course. Hello? That’s what you should be talking about. Millennials, as well as many Gen X, want to know why they should care about your brand.

Brands like Brightland (olive oil) and Ceremonia (haircare) are thriving because they lead with heart, identity, and a reason to believe. Not winemaking details.

What your winery should do: Less “black cherry with a graphite finish,” more “we started our own winery because the big brands we worked for wouldn't let us make wine the way we wanted.”

2. That Label? It’s Giving... Retirement Home.

Heritage has been overplayed, people. If your label looks like it was designed in Microsoft Word in 1994, don’t be shocked when no one under 40 posts it on Instagram.

Cool artisanal brands get it. Ghia, Lo-Fi Wines, even canned sardine startups are investing in design like it’s part of the product. Because it is.

What your winery should do: Hire a designer with taste. Bonus points if your bottle looks just as good on a picnic blanket as it does on a Michelin-star restaurant table.

3. Stop Hiding Your Sustainability Like It’s a Dirty Secret

You’re dry-farmed, organic, solar-powered, and your sheep do the weeding. Amazing. Don't hide it! If you are being good to the plant while making your wine and running your business, shout it out.

Millennials are obsessed with brands that do better for the planet. (See, Allbirds, Blueland, and literally every refillable skincare company.) But don't just say it, feel it, shout it, and get excited about it

What your winery should do: If your wine is made from grapes grown in an earth-friendly way, put it on the label, in the caption or on a damn T-shirt if you have to.

Additional Note: Millennials, Gen Z and even Gen X care about other causes (e.g. civil rights, racial discrimination and mental health.) If a cause is important to you or in your story in some way, let people know.

4. Your Wine Club Isn’t a "Family" or Community—It’s a Mailing List

A tote bag and 10% off shipping does not a tribe make. If you want loyal fans, you need to make them feel seen, heard, and part of something.

Look at what Glossier, Mezcal Rosaluna, or even kombucha brands are doing. They throw events, respond to comments, repost their fans. It’s not marketing—it’s friendship (with benefits).

What your winery should do: Host a party that doesn’t involve linen blazers. Create content people want to share. Make your DMs feel like a group chat. Don't just talk at people, talk with them.

5. Educate Without the Ego

Yes, you know a lot about wine. But do you know how to talk about it without making people feel dumb?

Brands like Fly by Jing are breaking down flavor profiles like they’re telling bedtime stories. It’s sexy. It’s smart. And it sells.

What your winery should do: Make a video explaining acid like it’s hot sauce. Ditch the snob-speak. You’re not giving a TED Talk. You need to make your audience fall in love with your brand.

You’re Not Boring—You’re Just Playing It Too Safe

California wine has everything going for it except a modern personality. Unlike Gen X, Millennials aren’t looking to rebel against tradition. They’re just over being talked down to, priced out, and left out of the story.

You don’t need to be gimmicky. Be real. Be fun, visually on point and emotionally accessible. And yeah, a little unfiltered.