The Arizona wine industry generates more than $240 million in annual visitor spending. At the same time, efforts are being made to make wine more appealing to younger generations.
Shannon Austin is the co-owner of Sonoita-based Arizona Hops and Vine in Southern Arizona.
This weekend, they’re hosting Arizona Sips Different Wine — live music paired with wine tastings from a dozen vineyards from the region.
“The reality, the situation that's facing the wine industry is more that it's become experience-driven. And that speaks more to the millennials and the Gen Z, the younger generation are thirsty, literally, for experiences,” she explains
Austin says they haven't seen the same decline in wine consumption that’s happening elsewhere.
“But we're seeing a shift in what people want and driving that shift would be the younger generation,” she spills.
So, this event is about getting ahead of that by educating — and enticing — younger generations with vino.
That’s not to say older generations aren’t welcome — they absolutely are says Austin.
"I think wine is the great uniter people walking. People walk into the tasing room as strangers and leave as friends — and age is no barrier. I see Gen X talking to boomers and of every political side. It brings people together in a good way, which we need right now," she says.
Wine is also a big business here in Arizona.
Josh Coddington is the director of communications with the Arizona Department of Tourism, which gets funding for wine promotion from the state general fund.
“So this is a tactic or a way to reach them and to connect Arizona wine as an individual product with the experience and with understanding Arizona," Coddington said.
Another goal, Coddington says, is to get Arizonans to visit Arizona.
“Our hope is that someone would make the decision to travel to Sonoita or travel to Willcox to not only sample Arizona wines, but to go have some farm to table food or do a tour of the vineyard and have the picture that they have of Arizona in their mind expanded," Coddington said.
The event is open to anyone 21 and older. Another reason for the event is to educate younger generations about wine and connect with Arizona winemakers.
Participating vineyards on April 18
AZ Hops & Vines, Cactus Cru, Deep Sky Vineyard, Desert Blossom Winery, Four Tails Vineyard, Page Springs Cellars, Rune Wines, Scale & Feather Meadery, Sunbeat Cellars, The Meading Room, Tirrito Wines, Twisted Union Wine Company.
Concert 1: April 18 at AZ Hops & Vines in Sonoita
Lineup: Lacey Rashea, Wyves, Roger Clyne & The Peacemakers. $10 donation benefits the University of Arizona Cooperative Extension Viticulture
Concert 2: June 6 at Alcantara Vineyards & Winery in Cottonwood
Lineup: The Black Moods, Sydney Sprague, The Hour Glass Cats
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