As consumer preferences for wine undergo significant changes, particularly among Millennials and Generation Z, winemakers worldwide are adjusting to meet the evolving demands of these younger audiences. The shift toward more sustainable, mindful, and flexible wine experiences is reshaping the industry, and no winery is immune to these pressures, regardless of its size or legacy.
Juan Muñoz-Oca, Chief Operating Officer of Vinattieri 1385, a new wine importer established in 2024, shared his insights on the changing landscape of winemaking. “We use a term in Italy that I love—futuro antico—which loosely translates to ‘ancient future,'” he said. “It’s about combining centuries of winemaking tradition with a forward-looking approach, imagining what the world could be while honoring the lessons of the past.”
Vinattieri 1385 is part of Marchesi Antinori, an Italian wine house with a rich history dating back to 1385. The company established Vinattieri to import its wines to the U.S. while also expanding its domestic portfolio. Notably, last year, Marchesi Antinori acquired Stag’s Leap Wine Cellars, the iconic Napa Valley winery that gained global fame after winning the 1976 Judgment of Paris wine tasting.
Muñoz-Oca, a native of Mendoza, Argentina, has a long and diverse career in the wine industry. Having started picking grapes at just eight years old, he worked his way through various roles, including as Chief Winemaker at Ste. Michelle Wine Estates and Chief Wine-Growing Officer at O’Neill Vintners and Distillers. He holds degrees in agricultural engineering, enology, and viticulture, along with an MBA from Columbia Business School.
Currently, Muñoz-Oca oversees operations at Stag’s Leap Wine Cellars, balancing the dual responsibilities of crafting world-class wines and managing the winery’s market strategy. His experience puts him in a unique position to track the rapid changes in consumer preferences.
“Adapting to evolving preferences is at the heart of winemaking, and it’s fundamental to attracting a new and diverse audience,” Muñoz-Oca said during a recent interview. “Younger generations are increasingly focused on sustainability, mindful drinking, and more flexible wine experiences.”
The Sustainability Shift
One of the key drivers behind these changes is the heightened awareness among younger consumers about the environmental impact of their purchases. Muñoz-Oca observed that wine lists in major U.S. cities like New York, Miami, and Chicago are increasingly filled with organic, biodynamic, and natural wines—products made with minimal intervention and a focus on sustainability.
“Sustainability, to me, includes both environmental and social responsibility,” Muñoz-Oca explained. In response to growing demand for more sustainable practices, Stag’s Leap Wine Cellars earned Regenerative Organic Certification in November 2024, reflecting its commitment to environmentally responsible winemaking.
A Shift Toward Mindful Drinking
In addition to sustainability, the “mindful drinking” and “sober curious” movements are reshaping how consumers approach alcohol. These trends are part of a broader cultural shift toward health and wellness. According to a report from Grand View Research, the non-alcoholic wine market is projected to grow at a compound annual growth rate (CAGR) of 10.4% from 2024 to 2034, reaching a value of $3.78 billion by 2030.
Muñoz-Oca noted that many younger consumers are reducing their alcohol consumption or seeking lower-alcohol or alcohol-free alternatives. He attributed this shift to the decline of traditional dining rituals and the rise of more casual, experiential food and drink occasions, which have made wine drinking more accessible and adaptable to diverse preferences.
California Wines Compete Globally
As the industry pivots to meet new consumer expectations, Muñoz-Oca is confident that California wines will continue to thrive on the global stage. He emphasized that California’s unique terroirs, combined with the freedom to innovate, allow winemakers to produce wines that can compete with the best in the world while appealing to a younger, more diverse audience.
“We have the microclimates and expertise to create wines that stand shoulder to shoulder with any wine produced around the world,” Muñoz-Oca said. “This gives us the ability to deliver the right wines to the right markets.”
Looking to the Future: Storytelling and Sustainability
As the wine industry evolves, Muñoz-Oca believes that storytelling and sustainability will be key in building deeper connections with future consumers. “Communicating a winery’s heritage, sustainable practices, and unique terroir through storytelling will help establish meaningful relationships with environmentally conscious buyers,” he said.
In closing, Muñoz-Oca offered a piece of advice for the industry: “Being proactive about sustainability—farm like your life depends on it, because it does.”
As the wine industry continues to adapt, these values—innovation, sustainability, and a focus on future generations—will be crucial in navigating the changing tastes and priorities of younger wine drinkers.
Related topics:
