Napa’s Far Niente to launch new winery focused on millennials, Gen Z
Napa Valley’s Far Niente Winery and Nickel & Nickel estate will launch Bella Union Winery in Rutherford, California, early next summer. By focusing the new winery on the younger consumer, they hope to offer a place that can appeal to people in various stages of their wine consumption journey.
“The future of the luxury wine market lies within the hands of ultrapremium wine drinkers, who are the youngest segment of the premium-wine category, with nearly two-thirds of them in the Gen Z or millennial age groups,” said Kate McManus, vice president of marketing for Far Niente Wines.
“The Bella Union winery will offer a variety of indoor and outdoor tasting experiences and serve as a gathering place to discover the artistry at the heart of the winemaking process.”
The soon-to-be-launched winery will continue to build on the brand’s legacy of hospitality and winemaking, showcasing new tasting programs with both educational and entertainment experiences. “By focusing on all red and white blends, our priority is to educate consumers on the blending process with unique wine varietals in a social environment where they can be more relaxed and have some fun,” McManus said.
Throughout the world, millennials and Gen Z are leading the charge in buying and consuming luxury wines. What’s interesting, said McManus, is that this consumer segment interacts with wine brands differently than previous groups have.
“Most decisions today are guided first by the digital experience,” she said, adding that Gen Z and millennials also search for brands aligned with their values and aspirations.
Napa Valley is still the preferred region for ultra premium wine drinkers in the U.S. The younger wine lover tends to “travel, enjoy food and wine and are even more interested in winemakers and winemaking stories,” said McManus. They are also actively involved in wine clubs and participate in curated wine experiences with fellow budding connoisseurs.