They lurk sometimes around you. If you are lucky, you can spot them in your friendly SAQ outlet buying that rare orange or natural wine. However, this is not their preferred habitat. They buy mostly privately and hang out with the hottest sommeliers in the latest artsy restaurants

My non wine friends asked me about these new wine consumers. I made up a sketchy point list of features. Maybe you can add a few more to complete the list.

-They love wines with high volatile acidity. It has to be slightly deviant at the least to be attractive

-They are attracted to rare and obscure grapes. For instance, they love the occult Italian grapes from Piedmont, Tuscany and Sicily.

-Adverse to the classical European wine regions. Allergic to Bordeaux, Classical Rioja and can go in shock in the presence of Super Tuscans.

– They all share a fascination with wine domaines that years ago where not in fashion but only known to wine connoisseurs

-They can’t tolerate oak and only swear by stainless steel in their wines, mostly

Now some demographics and sociological factors:

-Yuppie or moneyed professionals. These are the lawyers, bankers or business marketing people or IT people. They are making at least a 6 figure salary.

-Between their 30 and mid 40’s

-They love to eat in artsy restaurants with china from another time and small portions

-They live mostly in trendy neighborhoods and disdain the suburbs

I like them and they bring diversity to the wine world. Hope you liked this post. I did it while my daughter was in dance class

Cheers!!