Today’s top consumers, the so-called Millennial Generation, are in that sweet spot between college and mortgage, frat parties and PTO. They’re easing into real life with money in their pockets and a willingness to spend it. And best of all, they’re curious about the world and all it has to offer. And that’s great news for the food, wine, and travel industries.
Now in their late 20s and early 30s, they chugged enough beer and swilled enough plonk during their college years and are now all about the good life, and that includes fine wining and dining. But they don’t want their fathers’-or their mothers’-wine. They’re on the prowl for something new.
While Dad’s generation may have shelled out big bucks to impress a client (or a date), this group earns points by being in the know. While Uncle Jack may have been wowed by Old World snobbery, 30-something Zack’s more inclined toward New World cool. His one-upmanship comes from knowing what’s hot, and he doesn’t necessarily need to lay out a big chunk of change to be on his game.
Ordering a $60 first-date Chardonnay may be a snoozer, but drop that same 60 bucks on a Chilean Viognier, for example, and he’s got her full attention. Knowing the back story on a top-scoring Carmenere or a cool-climate Syrah won’t hurt either.
Sister Sarah knows the score too. Just as they probably got their fill of medieval cathedrals during family vacations to Europe, she’s more likely to spend her own well-earned time off snow-boarding in the Andes or surfing in Pichilemu, where she discovers that killer high-altitude Cab or eye-popping white blend from the coast that she can’t wait to share with friends back home.
Any way you look at it, Chile has regions full of exciting travel destinations, fresh wines to explore, and plenty of snob-free options to jazz up any wine list.
Posted by Margaret Snook
Editor, Wines of Chile