Capturing Gen Z - Market Watch

In April 2025, Vina Robles Winery launched its “Rookie Club” wine club tier, a program specifically designed to engage younger consumers and newcomers to wine. It’s part of a concerted effort by the Paso Robles-based winery to attract legal-drinking-age Gen Z consumers and younger Millennials. “We’re trying to figure out a way to attract that audience, to bring them into the tasting room and into the wine world in general,” says Courtney Benham, owner and president of CMB Family of Wines, which owns the Vina Robles brand. “We’ve created this club to make it really easy for the new consumers. It’s all through text messaging, and there’s really no obligation other than you sign up for one shipment, which is one bottle of wine, and if you like it, you can continue on. Or if you don’t, you can opt out.”