"I've always been very fascinated by wine. I just didn't understand it. That made me want to learn more. I remember seeing her face light up when she talked about wine. I could tell how passionate she was and how deeply she understood wine. I wanted to feel that way too."
"That trip completely changed my life. I met so many incredible people and gained such a deep passion for wine. I instantly felt like I fit in. I think people my age have a very narrow scope about what wine is. They group it into brandy and cognac and see it as an old person's drink."
Darriene Marks, 23, grew up on Hawaii's Big Island in a non-wine background, yet became passionate about wine after encountering an enthusiastic sommelier at the Four Seasons Resort Hualalai where she worked as a server. Her fascination led her to pursue formal wine education through the Wine & Spirits Education Trust, completing Level 3 certification at Napa Valley Wine Academy and currently working toward Level 4 Diploma. Now a lead hospitality ambassador at Merriam Vineyards in Healdsburg, Marks represents a significant rarity in an industry struggling to attract Generation Z consumers. She believes younger people hold narrow perceptions of wine, viewing it as outdated, and emphasizes the need for her generation to educate themselves about wine's diversity and appeal.
#generation-z-wine-industry #wine-education-and-certification #young-professionals-in-wine #wine-consumer-perceptions
Read at The Mercury News
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