![]() ![]() Following I went to work in sales for Southern Wine & Spirits to learn more about the distributor side of the industry. ![]() I graduated in 1994, with a degree in English Literature, and spent time at our Vichon winery where I made my first wines. Much later I even started my own business hosting mountain bike tours through the Napa Valley wine country. I can remember being so small that it was a feat to turn the barrels so that we could wash them. The first job I held was under Tony Coltrin our current Director of winemaking, whereby I followed him through the cellars, and learned all that a 12 year old could. Prior to and during my summer breaks from the University of Santa Clara, I held a variety of positions in our family’s company to gain experience in all aspects of vineyard and winery management, hospitality and business operations. I grew up in Napa Valley, and my earliest memories are of playing among the vines and barrels at Robert Mondavi Winery. Now they need to taste good.As the son of Michael and Isabel Mondavi, my enthusiasm for wine took root more than 30 years ago. The quality wines - over $10 a bottle - are growing dramatically, while wines under $5 a bottle are shrinking. Today it's over 3 gallons per person per year. He added: "The per capita consumption of wine in the '60s was under 1 gallon per person per year. "Instead of just eating for survival, it's eating and drinking - hopefully in moderation - for pleasure." In the last 20 to 25 years, people have found that yes, we need fuel, but it can also taste good," he said. "In the '60s, '70s, and even the '80s, we were drinking and eating solely for fuel. But now, Mondavi says, younger people are more interested than ever - and it reflects a major shift in how the modern American views food and drink. When Mondavi first started selling wine back in the '60s and '70s, the industry's focus was on appealing to an older generation. I think that communication is now more important than the ratings of wines by experts." "Young people today have the confidence to express their preferences. "Whether it's with food or wine, millennials are saying, 'I like this, and I'm going to share that with my friends,'" Mondavi said. This has led to the rise of wine delivery and check-in apps, as well as products that promote convenience, like wine sold in a can. And in the age of social media, the urge to share your most recent finds and good taste has been a boost to winemakers. ![]() The millennial generation was the first where women drank as much wine as men."Īccording to Wine Spectator, m illennials consumed 159.6 million cases of wine in 2015, which is equal to about 42% of all wine drunk in the US last year. "The millennials were the first generation where men and women preferred wine or beer over spirits. "The average age of the consumer has dropped, and the millennials and Gen X'ers are the exciting part of the wine business," he told Business Insider. In 1966, Michael and his father, Robert Mondavi, founded the first winery in Napa Valley since the time of Prohibition, paving the way for the area to become the wine mecca it is today.īut even after 50 years of experience in the industry, Michael - who founded Folio Fine Wine Partners in 2004 and Michael Mondavi Family Estate in 2006 - is more excited than ever about the people who are choosing to drink wine. His grandfather, Cesare Mondavi, bought and restored Napa Valley's historic Charles Krug Winery when Michael was just a young boy. Account icon An icon in the shape of a person's head and shoulders. ![]()
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