The wine industry is currently navigating a turbulent period, as highlighted in the recent Silicon Valley Bank Wine Report. The report indicates that total wine volumes dropped by 2.4% in 2024, and the trend is expected to persist. Several factors contribute to this decline, including an oversupply of wholesale inventory, a growing global anti-alcohol movement, and shifting consumer preferences.
Millennials and Gen Z, in particular, are favoring alternative beverages like cannabis-infused drinks or abstaining altogether. Additionally, potential tariffs on European imports and trade disputes with Canada pose further threats to the industry.
Despite these challenges, optimism exists within the industry. A bright spot emerged at the Unified Wine & Grape Symposium, where singer-turned-winemaker Alecia Moore (known as P!nk) shared her insights.
Moore, a serious and dedicated vigneron, has immersed herself in viticulture since her early twenties, studying winemaking at U.C. Davis and working alongside an all-female team at her winery, Two Wolves Wine. Her deep respect for nature and hands-on approach to winemaking demonstrate that for her, wine is more than a business—it is a true passion.
Beyond Branding a Celebrity’s Dedication to Authentic Winemaking and Storytelling
Many celebrity-endorsed products, from tequila to cosmetics, are often just branding exercises, with stars lending their names to generate sales. However, Moore consciously distanced herself from this trend, wishing she could have launched her wine anonymously to avoid misconceptions.
She emphasizes the effort she puts into the craft, proving her credibility through hard work. She acknowledges her successful music career but makes it clear that her winemaking endeavors stand on their own merit.
Moore recognizes the importance of bridging the gap between her music fans and the wine world. Through social media, she shares the intricacies of vineyard work, pruning, and winemaking, bringing her audience along for the journey. This approach makes wine more approachable and accessible, reinforcing the idea that wine is not just a luxury product but an experience that connects people and tells a story.
Wine’s Legacy of Culture, Craftsmanship and Connection to the Earth
More than just an alcoholic beverage, wine carries a rich cultural and historical significance. Moore and many others in the industry see wine as a living, breathing entity, shaped by nature and human craftsmanship. This perspective aligns with the legacy of Martine Saunier, a pioneering wine importer who broke barriers in the male-dominated industry.
Saunier’s work introduced American consumers to exceptional wines and set the stage for future generations of female winemakers and importers.
Ultimately, wine’s allure lies in its connection to the earth and the people who nurture it. Moore eloquently describes winemaking as an evolving relationship between nature and the vintner, where every bottle tells a story of dedication and artistry.
By focusing on authenticity and passion rather than exclusivity and pretension, the wine industry can reinvigorate interest and bring in new consumers. If wine is to thrive, it must embrace its roots—both literal and metaphorical—and communicate the magic it holds within each bottle.