For the past few years, a new clientele made up of young people has been making the rounds of wine fairs with great seriousness. Raised by the "baby-boomer" generation—the first to benefit from high-quality wines—this new type of consumer arrives with an immense thirst for knowledge, even if the approach is sometimes hesitant and often very different from one group to another. Yet the same attitude is always evident: no drunkenness—people want to learn how to drink well!
First, there is the group version. A group of friends, one of whom makes the sacrifice of getting everyone home safe and sound. Sometimes the group is led by a pack leader; often charismatic, a bit of a joker, bordering on a braggart, he shows off his knowledge to his friends, who try to "pick up" the aromas described by the moment’s self-appointed expert. The boldest dare to contradict him; the timid ones attentively dip their noses back into their glasses. This generally leads to a lively discussion in which everyone, of course, wants to be right, before turning to the professional in search of an explanation that can restore calm to the group. Finally, faces relax when the professional explains that, when it comes to wine, you should trust only your palate and not let yourself be influenced. From that point on, the group becomes attentive and listens almost reverently to the professional’s explanations.
Next, there is the couple variant. Disciplined and thoughtful, they have carefully prepared for the tasting. Questions come thick and fast. The young couple is studious and diligent; nothing unsettles them, except from time to time an anxious glance at the other half in search of approval. The discussion focuses on more technical aspects; the young couple has already taken a tasting course. They want to know more. Where are the grapes grown? How is the wine aged? What is its ageing potential? Why decant?
And then there are the children, or even grandchildren, of long-standing customers. With an assured air, they announce that they know everything about the estate and take a more relaxed approach. Above all, they want to be charmed and seduced by the wine. As they taste, they recount how their elders discovered "that little white" that has been passed down through the generations of the family. A moment of complete relaxation.
Young people love to discover, and they are fortunate—the range is vast. From the "Coca-Cola" generation, their palates have often been put to the test by excess sugar. As a result, the high acidity of wines—which gives them lovely freshness and invigorating liveliness—sometimes puts the younger generation off. But they are smart enough to adapt and understand. It is up to us to guide them!
