The inevitability of falling wine sales
This decade, wine commentators have incessantly bemoaned both wine’s ‘dwindling allure’ amongst younger drinkers, and the phenomenon of falling sales more broadly. Naysayers hypothesise all manner of causes, ranging from wine being stuffy and elitist, to sluggish innovation, failing to connect with the values of younger drinkers, and a lack of ‘inclusivity’—which has been a […]