The business of Wine is estimated to be over $60 billion in the USA and $300 billion globally. The Wine Market Council has estimated that Millennials now consume over 40% of wine in America are poised to soon consume a majority. Much of the industry seems lost! industry leading brands, media, retailers and hospitality brands are scrambling to understand the shift and not disappear into irrelevance. What are Millennials looking for? Authenticity? Value? Experiential brands? Adventure, Discovery & fun? Brands with stories or social conscience? Brands that understand technology & social media? Will the generation’s passion for games play a role? Our diverse panel of creative thinkers on Wine, on generation evolution & Tech will share unique insights that could apply to any industry.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.