How Wineries Are Courting Young Drinkers

GC Wines featured in Wine Enthusiast: “Convivial, the energetic red blends, launched by John Grochau launched GC Wines in Oregon’s Willamette Valley, in 2019 is a similar story. It wasn’t about appealing to a new market. Grochau just wanted to create wines that appealed to him. “It wasn’t a focus group concept,” says Grochau.

The lighter, fresher line of Beaujolais Nouveau-inspired bottlings intended to be consumed fresh with a kiss of chill has been a resounding success. The Convivial line (priced at $25, compared to his usual reds, which sit at around $45) sells faster than any other SKU in the markets the wine is sold. Since he started the sub-brand in 2019, production has gone up 620%.”