The Pricing Problem Part 2: How to Successfully Lose a Generation of Advocates
Pricing is the storm the wine industry faces today, and it’s a big one. The cost of wine, tastings, and even basic engagement with wine culture has spiraled out of reach for the next generation of potential advocates. But while pricing is the immediate crisis, it’s only part of the problem.
The deeper issue? A lack of training, storytelling, and connection to place. Without these foundational elements, we’re not just losing customers today — we’re ensuring that future generations won’t even care enough to try to fix the mess we’ve created.
Pricing Today: Pushing People Away
Let’s talk about the absurdity of today’s pricing.
$125 (or more!) for a winery tasting? I won’t even pay that, and I’m in the industry. Charging this much doesn’t just discourage customers — it actively drives them away.
$50 bottles of wine with grocery-store-level quality? This is a slap in the face to anyone trying to learn about wine on a budget.
The market today caters almost exclusively to older, wealthier customers, with most wineries and restaurants aiming for quick profits over long-term relationships. This approach narrows the audience to a select few and alienates younger generations.
When I first got into wine, I was a young professional who couldn’t regularly spend more than $20 on a bottle. But at that price point, I could still find great wines — bottles that taught me something and made me curious to try more. Today, that same $20 barely gets you past the bottom shelf, and the message to younger consumers is clear: wine isn’t for you.
The Long-Term Consequences
When pricing pushes young customers away, it’s not just a short-term loss of sales. It’s the loss of future advocates who would have championed wine as they grew older and more financially secure.
Instead of nurturing a new generation of wine lovers, we’re driving them toward other options:
RTDs and craft cocktails that feel fresh, accessible, and creative.
Cannabis that’s affordable, legal, and marketed as fun and approachable.
Other beverages that don’t require you to jump through hoops just to feel welcome.
Once this generation moves on, getting them back will be exponentially harder. And without them, who’s left to care about the future of wine?
Training and Connection: The Long-Term Fix
The deeper issue isn’t just pricing; it’s the lack of meaningful engagement. Training and connection to place are the foundation of a sustainable wine culture, and without them, even affordable wine won’t inspire loyalty.
I worked at a restaurant that tried to keep wine costs low to cater to the neighborhood. It was a noble idea, but it failed because the staff didn’t know how to talk about wine. There was no passion, no education, and no excitement. Guests didn’t see the value in the wine program, and eventually, the restaurant closed its doors permanently.
This is a lesson the entire industry needs to learn: pricing alone won’t save you. If your staff isn’t trained to connect guests with wine — to share its story and make it come alive — no price point will keep people coming back.
Stop Chasing Wealth, Start Creating Advocates
Here’s what’s happening right now: wineries and restaurants are chasing older, wealthier customers because they think that’s where the money is. But in doing so, they’re neglecting the younger audience that could sustain them for decades.
Instead of focusing on exclusivity and high margins, we need to get back to making great wine that’s meant to be shared. Lower the barriers. Make wine approachable. Focus on quality and authenticity, not just price tags.
What Needs to Change
Rethink Tasting Room Fees
A $10 tasting fee feels fair. It invites engagement and creates an opportunity to build a relationship. Charging $50+ may net short-term revenue, but it shuts out future advocates.Make Wine Accessible Again
There needs to be value at every price point, especially in the $15-$25 range where younger consumers are most likely to start their journey.Train Your Staff
A knowledgeable, passionate staff can make even a $10 glass of wine feel special. Without training, even the best-priced wine program will fall flat.Focus on Connection
Share the stories of the vineyard, the terroir, and the people behind the bottle. This is what creates loyalty and excitement.
Conclusion
The pricing issue is real and urgent, but it’s just the tip of the iceberg. If we don’t address the deeper problems — lack of training, connection, and long-term thinking — we’re setting the stage to lose an entire generation of wine lovers.
Wine isn’t meant to be exclusive. It’s meant to be shared, enjoyed, and celebrated. Let’s stop chasing quick profits and start creating advocates. Because if we don’t, the future of wine will look a lot less like a celebration and a lot more like a closed door.
