▻ How You Get The Next Generation Into Fine Wine
Sarah Kemp in conversation with Harry Tennant and Tilly Loughton of Goedhuis Waddesdon
Episode Summary:-
Wine consumption is at its lowest since the early 1960s, and one of the reasons is that the generation under 35 years old are not drinking as much wine as their parents. Sarah Kemp talks to Harry Tennant and Tilly Loughton, both in their 20s, who work for Goedhuis Waddesdon, one of the bluest of blue-chip British wine merchants, about their wine club, “The Goed Wine Collective,” for under 35-year-olds.
Harry explains how Johnny Goedhuis, their Chairman, has always made sure there is a strong push in the company to encourage the younger generation and include them in the world of fine wine. The Goed Wine Collective was set up to give under-35s access to the wine world through bespoke newsletters, special pricing for tastings, and exclusive events for their age group where they could meet like-minded people. At Goedhuis Waddesdon, five of the sales staff are under 30, and all are actively involved in engaging their age group.
Tilly explains how the group grew organically, firstly through Johnny’s network and then their friends who told their friends. Today they have over 500 people signed up to the club, with nearly 70 in a special WhatsApp group. Anyone can join the club, and there is no fee for joining; information is on www.goedhuiswaddesdon.com
Recently, they had a great turnout of under-35s to the Bordeaux tasting at the Saatchi gallery, which boasted 50 of Bordeaux’s top producers in attendance. Members of The Goed Wine Collective were given 50% off their tickets, and, not surprisingly, there was a great turnout.
Tilly discusses how, though events are attended by both sexes, when it comes to buying, it reverts to the traditional male bias. She believes confidence factor plays a role: “Women tend to have low confidence in their wine knowledge, even though they know as much as men,” she says. Another reason, she notes, is that men are always at the centre of the ceremony of fine wine – Dad choosing the bottle, decanting the wine. She reflects on how her grandfather laid down wine for her brother and male cousins, but not for her and any female cousins, thus keeping the male bias self-perpetuating. One of her key objectives is to encourage female participation at this level.
Harry and Tilly believe there is a misconception that their generation is only interested in natural wine. There is a demand for classic wine, but the key difference is that their generation drink less but better. Language can be a barrier, and Tilly emphasises the need for clear vocabulary. Tone is also essential – you can be serious, but it’s best to use humour and wit and relevant colloquial references.
Social media is their generation’s preferred mode of communication, as traditional media is not as widely read as previously. Harry names Tom Gilbey, Max Riedel and Supervinbros as all being impactful for the under-35 age group.
While they are aware of the classic regions and would like them to be part of their cellar, they have an open-minded approach and willingness to explore, looking for more diversity in their collections. Bordeaux producers who price between £30-£50 a bottle are popular, with names like Châteaux Talbot and Langoa Barton being named. Another name which crops up is Perrin, especially with their Rosé, which is known as the “Chicken wine,” as it has a chicken on the label.
Their advice in engaging their age group? Promote opportunities to taste, encourage wine tourism, and best of all, open special bottles of wine and talk to their generation about why they’re special.
Running Order:-
-
0.00 – 12.00
“Women tend to have low confidence in their wine knowledge, even though they know as much as men.” – Tilly Loughton
– How the Goed Wine Collective was set up.
– How to join the Goed Wine Collecitve.
– Communicating with wine lovers under 35 years old.
– The Goed Wine Collective’s activities.
– Male/Female split amongst under-35-year-olds. -
12.00 – 28.00
“They have a willingness to explore, more diversity in their cellars." – Tilly Loughton
– Language and tone in speaking to the under-35-year-olds.
– Which critics and influencers matter.
– Interest in regions.
– The producers who are recognised by the under-35-year-olds.
– Advice on how to engage the next generation.
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Sarah Kemp talks to Harry Tennant and Tilly Loughton, from The Goed Wine Collective, on the secrets of talking to their generation about fine wine.