The wine crisis shows no sign of ending. From the positive experience of 15 years of DoctorWine comes a proposal: make quality events and restaurants more accessible to bring new generations closer to the world of wine. Daniele Cernilli talks about it.
There is no glimmer of hope, and as long as the international situation is what it wretchedly is, I see no solution. The wine crisis, and not only that, continues in short. There have been some countertrend initiatives, though. Vinitaly went better than expected, for example.
Young people and wine
Even something about us has had unhoped-for success. I am talking about the event for the 15 years of DoctorWine we organized in Rome. Many people came, almost 900 people, and among them many young people. The reason was simple: all they had to do was register online, so they were readers of the website, and admission was free. Then the 52 wineriesthat participated were among the best in Italy, all awarded the Three Stars on our Essential Guide 2026, and they brought terrific wines. Some producers came in person and were behind the banquet for the duration of the event, and this also contributed to its success.
A proposal from the past
The important thing, at a time when many young people do not seem interested in the world of wine, was that in that case instead their participation was surprising. I am not saying that this will solve the problems, however, it points a way forward. Just as it pointed a way back in 1992, a horribilis year for the American economy at the time, an initiative that some famous New York restaurants set up. Names like Aureole, Union Square Café, Gotham, and many others, then at the top of quality and prices. At lunchtime there was a $19.92 menu.. A couple of courses, water and a glass of wine. However, many people were able to attend them and appreciate the offerings.
He was very successful, approached a different and youthful audience and achieved its purpose. I wonder if, perhaps once a week, and dedicating the initiative mainly to young people, we could not replicate something like this here. It would be a promotion to an audience that would never think, especially for economic reasons, of going to very high-cost restaurants. What do you think?
