Building a Global Framework for the Future of Wine
Nicholas Karavidas continued outlining his vision for a more unified global structure that supports the small and mid-sized producers who represent 99% of the global wine economy. His Global Wine Advisory Board aims to give these wineries a coordinated, influential voice—especially as new regulatory, market, and trade pressures shape the future of wine.
The strategy he’s building will take more than a decade to fully realize, but engagement is already growing across researchers, policymakers, and international producers.
Why Young Adults Aren’t Reaching for Wine
The Ag Meter shifted the conversation to one of the industry’s biggest concerns: the drop in wine consumption among 21–35-year-olds. According to Karavidas, several forces are at play, including the influence of organic-focused lifestyles, rising cannabis use, intimidating wine aisles, and the perception that wine is too expensive or too formal.
This disconnect is pushing wineries to rethink how they communicate with younger generations.
The Future: Accessibility, Fun, and New Packaging
Karavidas believes the current oversupply, paired with shifting consumer habits, will accelerate innovation. Expect more:
- single-serve and alternative packaging
- affordable, entry-level wines
- casual wine experiences
- products designed for convenience and experimentation
Some of the most promising formats haven’t even reached U.S. shelves yet, he noted.
Advice for New and Young Wine Drinkers
Karavidas encouraged new wine drinkers to explore freely and avoid rigid “rules.” Visit tasting rooms, especially in regions like Lodi where meeting the winemaker is common. Don’t be afraid to chill a red wine—or add sparkling water to a white. “Have fun with it,” he said.
Imports, Pricing, and the Case for Automation
Imported wines—often supported by subsidies—continue to pressure U.S. pricing. Karavidas explained that automation is the only realistic long-term solution. Over the next 24–36 months, he expects rapid adoption of:
- automated vineyard systems
- unmanned tractors
- smart cellar technology
- robotics in barrel rooms, case handling, and bottling
These tools reduce costs and increase competitiveness without eliminating jobs; instead, they create higher-skill positions.
The Next Phase for Vineyards and Wineries
California may have removed up to 100,000 acres of vineyards in recent years. Much of the replanting will focus on architectures compatible with robotics and mechanization. Mechanical harvesting has become so advanced, Karavidas noted, that fruit quality rivals hand-picking.
Inside the winery, systems like automated pump-overs and rotary screens will streamline production and reduce labor intensity.
A Transitional Era with Opportunity
Karavidas framed this moment as a transformative era—not a crisis. Technology, efficiency, and market clarity will strengthen the U.S. wine industry for decades to come.
“I think this is an exciting time,” he said. “We just need to move into the future.”
Closing Thoughts
As the interview wrapped, the Ag Meter thanked Karavidas for his depth of insight and industry leadership. Karavidas expressed his appreciation and said he looked forward to future conversations. The episode ended on a lighthearted moment as both men laughed about sharing the same first name.
How to Contact Nicholas Karavidas
- Email: nick@consultingwine.com
- Phone/Text: 209-625-6339
- Websites: thewinefirm.com | design2wine.com