""Ninety percent of people's eyes roll into their heads when you start talking about wine," he wrote. "This is for the other 10 percent." That statistic struck me as a little high: Every restaurateur and chef in town these days complains that liquor sales are down across the board, and Gen Z is - statistically speaking - drinking far less than older generations."
"There's a limited and diminishing amount of education about how to enjoy it, which is not to say anyone needs to be super-educated to enjoy it, a misconception that I think intimidates people and keeps them from even trying to. Ultimately, it's just another lovingly grown and crafted culinary product that enhances the enjoyment of other lovingly grown and crafted culinary products. For people who care about status melons and which Greenmarket vendor their flowering broccoli comes from, wine can offer some of that same enjoyment."
Saint Urban opened with a wine-first service model amid declining liquor sales and reduced drinking among Gen Z. Many people report discomfort or disinterest when wine becomes the topic, while a minority are deeply engaged. Wine can provide visceral pleasure and enhance food when approached as a lovingly grown and crafted culinary product rather than an academic subject. Lack of accessible education and the misconception that deep knowledge is required intimidate potential drinkers. For those who appreciate provenance and artisanal food, wine offers parallel enjoyment without requiring exams or status displays.
Read at Grub Street
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