The landscape of selling wine has grown increasingly confusing in recent years. While many consumers still enjoy drinking wine regularly, learning how to successfully pitch new and interesting wines has become a challenge for producers and retailers.

Sure, the tried and true “staff pick” sign hung above an affordable Pinot Noir might still steer a few sales, but there has to be a better way to keep the cases moving on a larger scale. We’ve seen some wineries incorporate dining into their business models to provide visitors with a more 360-degree experience, but perhaps the wine-to-lifestyle pipeline has yet to be fully embraced. Unfortunately, it seems that the industry is reluctant to change and move marketing dollars from old-school promo venues to more relevant ones. On top of that, many winemakers and somms could still benefit from getting off their high horses and changing the narrative around wine culture. Wine doesn’t always have to be cerebral and complex. Why can’t we just call it delicious and be happy?

On this episode of the “VinePair Podcast,” Adam and Zach discuss why no one throughout the wine industry, from producers to wholesalers to retailers and restaurants, seems to have a handle on how to sell wine right now. With changing demographics, distributor consolidation, and uncertain demand in restaurants, maybe doing things “the way we’ve always done it” is a bad idea. Tune in for more.

Zach is drinking: Ramp Gibson at Eight Row
Adam is drinking: Magic City Daiquiri at Cafe La Trova

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