According to a recent study by the Wine Market Council, millennials consumed 42 percent of all wine in the United States in 2015, making them the largest buyer of the beverage in the country.
This emerging demographic is forcing wineries to shift the way they sell their wines. Millennials don’t just want good wine, they want a good story, along with a great price.
To attract the younger demographic, Italian winemaker Ornellaia, which sits along the Tuscan Coast, has unveiled its latest offering, Le Volte Dell’Ornellaia 2015.
Ornellaia is one of the original producers of “Super Tuscan” wine and is widely viewed as one of the country’s leading makers of Bordeaux-style blends.
While a typical bottle of Ornellaia’s wine can retail for more than $200, the Le Volte is far more accessible, with a price tag of just under $30. The company calls the more affordable bottle “a perfect alternative for young drinkers interested in fine wine but not yet in a position to spend hundreds of dollars on a bottle.”
“Le Volte can be considered a first step into the world of Ornellaia,” the company said in a statement.
I enjoyed sampling a bottle after dinner on a recent Friday, capping off a particularly hectic week. A blend of Merlot, Sangiovese and Cabernet Sauvignon, the wine is both well-balanced and smooth.
While pouring a glass, I made sure to send a Snapchat to a group of friends, expressing my exuberance for the long-awaited weekend.
How Millennial of me.
For more, visit http://www.ornellaia.com/en.