Broad Appeal is Killing Wine's Future

I’m proud to call myself a lifelong learner. In fact, I’m currently in the midst of a fantastic class on public speaking at the local junior college (shoutout to my professor Sheila, and all of my classmates in COMM1). During a recent class focused on the art of persuasive speaking, we were asked to compare two speeches given during congressional hearings. The first, a fervent but somewhat snarky take on the current state of student loans by former Patriot Act host Hassan Minhaj; followed by Daily Show host Jon Stewart’s impassioned scolding of congress and their neglect to provide additional support for 9/11 first responders. After taking some time to reflect on how each speaker was (or wasn’t) able to connect with their audience, it was plainly clear who was more effective on the day. While Minhaj may have had his facts straight, it’s obvious that his speech wasn’t going to jump start the cogs of the bureaucratic system into motion. He led with jokes that actively put him at odds with the committee and seemed more interested in courting public opinion than finding concrete solutions. In stark contrast, Stewart’s no-nonsense delivery inspired congress to pass legislation the very next day. The biggest factor setting the two apart: Stewart confronted his audience in their arena. He wasn’t looking for a sound bite or viral social media clip, he was looking to connect with lawmakers on a core belief they all hold as representatives of their constituencies: taking care of those in need.

As wine’s market share shrinks, and wineries the world over are trying desperately to connect with a new generation of consumers, our current strategy can only be categorized as one of “broad appeal”. We’re casting wide nets in big digital places like Instagram, Facebook and TikTok, hoping beyond hope that our take on this week’s trend goes viral. Our outreach is dominated by blanket emails to large segments of our database populations, leaning on crowd pleasing offers to increase conversion. We even insist on using traditional terminology like terroir, appellation, and tannins, despite the fact that it actively creates an intellectual barrier to entry for novice consumers. By failing to meet our potential audiences where they are, engaging them alongside their existing passions, and creating connections between wine and the larger cultural landscape; our current strategy is driving us straight towards “broad irrelevance” instead.    

In order to move beyond where we currently sit, we need to understand the importance of meeting consumers on common ground, in the environments where they feel most comfortable and connected. Let’s take a look at a current example: Vice President Kamala Harris and her evolving public image. Historically, Harris’s public perception has been polarized, especially among younger Americans. Yet, during her recent presidential campaign, she’s been seen in a more favorable light—a shift recently attributed to her appearances on podcasts and other niche media outlets.

Instead of traditional mainstream news, which can often be seen as sterile or unrelatable to younger audiences, Harris has leaned into spaces where people are actively spending their time. By engaging in conversations with podcast hosts like Call Her Daddy’s Alex Cooper, who reflect the interests and values of young voters, she’s effectively joined communities, rather than trying to beckon them into her own. Harris’s approach mirrors the deep human desire for authentic connection; the value of a politician speaking on a favorite podcast is similar to the feeling of discovering a new artist through a trusted friend's recommendation. By participating in these niche environments, Harris has reshaped the narrative around herself in the eyes of the young, creating common ground, even with those who previously held critical views.

Now, imagine if the wine industry approached marketing in a similar way—connecting with people not through mass-marketed, generic campaigns; but by embedding wine into the hobbies and passions that shape their daily lives. Instead of promoting wine solely through elegant photos of vineyards or "wine o'clock" memes, what if we partnered with the creators who already speak to our target audience?

Think about collaborating with a popular gaming podcast to introduce a wine and board games pairing night, or featuring a winemaker on a YouTube show focused on wellness to discuss the health benefits of moderate consumption. Even better, what if a winery worked with an environmental advocacy group to create content around sustainability, showcasing how a love for wine and a commitment to the planet go hand-in-hand? Such strategies go beyond a one-size-fits-all approach and instead focus on deeply aligning with people's existing values and interests.

If the past decade has taught us anything, it's that consumer attention is fragmented and scattered across countless niches. Successful brands are the ones who adapt by leaning into those fractures—not by plastering ads across every platform; but by embedding themselves in the channels that audiences genuinely care about. Wineries should take note: a general appeal might bring some initial awareness, but true loyalty and connection are forged when you demonstrate that you care enough to enter the world of your consumer. Whether it's through specialized podcasts, community partnerships, or even a well-placed collaboration in an active online community, these types of connections build emotional ties that transcend a simple product transaction.

Wine isn't just a drink—it's a story, a culture, a tradition. But for younger generations to embrace that, we have to stop expecting them to come to us and instead take a page out of Kamala Harris' campaign playbook. By embracing individual niches, by embedding wine into the passions that define people's identities, we stand a chance to create not just customers, but advocates, participants, and maybe even lifelong lovers of the culture of wine.