Ross Sleet: why wine is misreading a vastly changing consumer

Forget the constant headlines warning us that young people are not interested in drinking - they are, but just in different ways to what we are used to. Only by looking at global consumer trends and how the so called Gen Z are behaving and spending their money in key markets around the world does the wine industry have any chance of truly understanding what all this means for the wine sector. Here Ross Sleet, chief executive of South African producer, Boland Cellar, explains why things are nowhere near as bad as those headlines might claim and why there are still huge opportunities for those wine brands and businesses that know how to connect and be relevant to consumers across all age groups.