This Friday and Saturday a thousand more more wine enthusiasts, newbies and their thirsty friends will enter through the doors of Boston’s Park Plaza Castle to experience Wine Riot, a wine tasting extravaganza featuring over 250 wines from around the globe. Wine Riot was started in Boston by Morgan First and Tyler Balliet, whose company Second Glass helps people discover, remember and share new wines though events, technology and content that connects people who like to drink wine with the wineries who make it. Think of Morgan and Tyler as match-makers, whose ultimate goal is to introduce Wine Riot attendees to their wine soul mate, or soul mates if you believe in free wine love. Apparently, they are on to something. Since its inception, Wine Riot has expanded into five more cities across the states: New York, DC, Chicago, Los Angeles, and San Franciso.
These days a lot of attention has been given to Millennial generation and their importance to the future of the wine business. Millennials are a large group of people who have shown a strong interest wine earlier in their lives than previous generations and they appear to be more open minded as to which types and styles they want to drink and free spirited with respect to how to enjoy them. Wine from a box? No problem. Tinto Roriz, Garganega, or Counoise? Bring it on. Something sweet? Yes please. In a recent Ad Age article titled “Good-bye Wine Snobs: How E&J Gallo Wine Company Courts Millennials” Stephanie Gallo says Millennial consumers are “not tied to traditions that usually govern wine and it is because they are drinking wine at a social level.” If you attend Wine Riot this weekend one thing is for sure, you will discover many 20-somethings socializing while they sip on a mix of everything made under the sun.
Not everyone, however, has bought into this elevated view of Millennials. For one, the recession has hurt. “Millennials face high levels of unemployment and underemployment, have far less cash that we used to think and are apprehensive about the future,” states Wine Business Monthly in a report from last year. Additionally, not everyone supports the view that Millennials are much different than their predecessors when it comes to wine. “Here’s a prediction,” states Tom Wark in his Blog Fermentation, “in 20 years Cabernet will still be the top-selling red wine and Chardonnay will be the best selling white wine in America and members of the Millennial Generation will be the ones buying these wines.”
Time will tell if Millennial wine consumers are transformational or just typical. Wine Riot, on the other hand, will turn your notion of a wine tasting upside down upon your first sip of Chasselas. The folks here at 90+ Cellars have attended our share of wine shows, and nothing is quite like the Wine Riot. It’s a fresh perspective on an old theme and one that the wine industry badly needs if it hopes to capture the attention of an ever-changing marketplace where wineries compete not just with one another but also with the surging interest in craft beer and the big marketing budgets of spirits. Furthermore, while Wine Riot was created for millennials by millennials, it's really for anyone who wants to taste wine, learn a little, and discover something new. At Wine Riot, you can have a blast whether you’re 28 or 68.
Come visit us and taste the wines of 90+ Cellars at Wine Riot.
Where: Park Plaza Castle, 64 Arlington St, Boston, MA 02116
When: Three Sessions:
Friday, October 25th, 7-11 pm
Saturday, October 26th, 1-5 pm
Saurday, October 26th, 7-11 pm
How: You can purchase tickets at www.secondglass.com
See you all there!