Bold Predictions: Wine Advocates Push Back on Anti-Alcohol Movement

Recent consumer research demonstrates dramatic shifts in Gen Z and young Millennials’ attitudes about wine consumption while at the same time, anti-alcohol lobbyists are fanning the Neo-Prohibitionist flames. The good news is that wine companies and advocates are fighting back with campaigns that focus on the positive attributes of wine.

This session will take a look at the findings of a consumer research study conducted by Wine Opinions and Colangelo & Partners, that illustrates the challenges for attracting new wine drinkers. In addition, this session will also include:

• Dave Parker, President of Benchmark Wine Group, will talk about the misinformation propagated by anti-alcohol lobbyists.
• Karen MacNeil, Author of The Wine Bible and Editor of the Digital Newsletter WineSpeed, will present ‘Come Over October,’ a consumer campaign developed by a new mission-driven company ‘COME TOGETHER – A Community for Wine.
• Shilah Salmon, Senior Vice President of Marketing for Jackson Family Wines, will present campaigns and sponsorships Jackson Family Wines is initiating to engage younger consumers in active lifestyle consumption occasions.

Attendees will walk away with a better understanding of the challenge facing wine from neo-prohibitionists and tools and inspiration to push back against the rising trend.

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