I am also part of that Boones Farm/MD-2020/Annie Green Springs generation.  And I distinctly remember "moving up" to Mateus Rose, Martini & Rossi, and Lancer's in undergrad.  Why?  Because I wanted to be COOL.  This is a marketing problem, not a "wine in a can" problem.  You go to Europe and everyone still drinks gobs of wine; it's also popular in South America and Asia.  Napa needs a better marketing campaign ASAP and they can start by enlisting the help of cool athletes like LeBron, Dwayne Wade, etc.  These guys are all big wine drinkers and investing a ton of money into wine purchases and vineyards.  They are making it very cool to drink the vino.  The campaign could be similar to the vodka campaigns with Diddy, Leonardo, etc.   And Napa better start soon: the Chinese are coming with many new wines and won't hesitate to change the model and run right over Sonoma, Russian River, Alexander Valley, etc., etc.

I am also part of that Boones Farm/MD-2020/Annie Green Springs generation.  And I distinctly remember "moving up" to Mateus Rose, Martini & Rossi, and Lancer's in undergrad.  Why?  Because I wanted to be COOL.  This is a marketing problem, not a "wine in a can" problem.  You go to Europe and everyone still drinks gobs of wine; it's also popular in South America and Asia.  Napa needs a better marketing campaign ASAP and they can start by enlisting the help of cool athletes like LeBron, Dwayne Wade, etc.  These guys are all big wine drinkers and investing a ton of money into wine purchases and vineyards.  They are making it very cool to drink the vino.  The campaign could be similar to the vodka campaigns with Diddy, Leonardo, etc.   And Napa better start soon: the Chinese are coming with many new wines and won't hesitate to change the model and run right over Sonoma, Russian River, Alexander Valley, etc., etc.

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