I think it's interesting how the conversation about the currant lull in the wine industry focuses on the younger generation not drinking. Polls, though, show that they are drinking, however the beverage industry is a crowded field (and now more than just beer, wine and spirits). No doubt I'll be talking about this more in the upcoming months and would rather talk more now about why we drink wine at all.
OK, yes, drinking wine is a centuries-old tradition; a natural product that in a lot of places was safer to drink than the water. However I'm not here to profess that wine is some elixir of health that should be taken daily like spoonfuls of bran. (I could argue, though, that I think wine in moderation is healthier (and more natural) than most of the other drinks lining the supermarket shelves with the one caveat that alcohol is not for everyone.)
As a winery, we often highlight the pairing potential of wine with foods. Although not unique in its ability to pair or enhance an incredible dish, I find it interesting that wine stands head and shoulders above soft drinks and seltzers on this aspect. (I don't see Coke or White Claw promoting food pairings and recipes for their products.) But that isn't really why we, in our family, drink wine.
Instead, a glass of wine is about family and community, conversation and relaxation. Even when we're traveling (especially in Europe), having a glass of wine in a small village with friends or locals is all about connecting with the people. And during the holidays, it's almost like this is even more important. Just being able to "slow down, talk and listen" is why we offer that glass of wine. You can't drink it too fast, so it also self-moderates the time of evening, something that water or juice just can't do.
One last interesting aspect of the younger population is that, when polled, they find wine to be aspirational. In other words, if you want to elevate a dinner experience, having a glass of wine with the food is preferable over all the other types of beverages. And I would argue that it's the connection to the friends and family that wine can bring that is the real bonus of this aspirational dinner.
When it comes down to it, wine is all about getting to know people. My hope for 2026 is that we all spend more time getting together, talking and listening (and hearing!), and that the personal connections we make give us happiness. And that, my friends is yet another reason our family drinks wine!
Cheers to communication!