Tag Archives: DLynn Proctor

Talking about Millennial consumers today on The Real Business of Wine!

I’m very excited to have been asked by Robert Joseph, aka the Wine Thinker, and Polly Hammond of 5forests to join them on their April 20th Real Business of Wine panel talking about wine consumers. While I’ll be there to share some insights on Millennial buyers, the event is going to cover a lot of ground.

RBW logo

Join us for this very special session in collaboration with ARENI Global, as we explore the changing face of the modern wine consumer. Millennials, Boomers: does it matter? Technophobes, Social media natives: what does it mean for communications? Wine shops, DTC: what does the future look like?”

The panel will start on Zoom at 18:00 BST (1 pm EST, 10 am PST). You can get the link by registering on the RBW site.

About #RealBizWine

Joseph and Hammond launched RBW earlier this year to bring wine professionals from across the globe together to talk about today’s hot topics. In a little over a month, they’ve broadcasted over a dozen episodes covering issues as diverse as biodynamics and natural wines to excelling at eCommerce, wine writing and working remotely from home.

Along the way, they’ve featured a literal Who’s Who of authoritative voices in wine such as Jancis Robinson, Jane Anson, Isabelle Legeron, Felicity Carter, Laura Catena, Rebecca Hopkins, Ronan Rayburn, Joe Fattorini, Monty Waldin, Eric Asimov, Tim Atkin, Elaine Chukan Brown, Alice Feiring, Paul Mabray, Jasper Morris, Ray Isle, Erica Duecy and DLynn Proctor.

*Cue “One of These Things is Not Like the Others….“*

But, hey, I’m just going to do my best to hold my head above water while talking about a topic that I’m passionate about. Beyond being a Millennial myself, over my 15+ years of retail experience (most of it in the wine industry), I’ve seen how the old playbook doesn’t always work with my cohorts. However, we’re far from monolithic with the oldest of my generation starting to hit their 40s while the youngest is still in college.

On this blog, I’ve written about Millennials a lot. These articles have been some of the most searched for and shared pieces I’ve produced.

Is the Wine Industry boring Millennials to (its) death?
The Wine Industry’s Millennial Strawman
Millennial Math — Where’s the value in wine?
The Wine Industry’s Reckoning With Millennials
Napa Valley — Boomer or Bust?
Under the (Social Media) Influence
The Real Influencers of the Wine World
Adapt or Perish — The Wine Industry’s Reckoning With Technology
The Lost Storytelling of Wine
Wine Above Replacement (WAR) — Hard Seltzer
How Can Wineries Use Instagram Better?
Why Do Winery Instagram Feeds Suck So Much?
Fake Wine and Real Boobs

However, more than participating, what I’m most looking forward to are the new insights.

One of the great things about the Real Business of Wine format is that it’s interactive with the hosts, Joseph & Hammond, frequently bringing in folks from the audience to ask questions and share their experiences. (Check out of one my favorite episodes below on Wine Tourism as an example.) It truly does become a global conversation that I’m thrilled to be a part of.

However, because of its popularity and bandwidth issues, they have to limit the audience to around 100 people. This is why they encourage registration via email to secure your place. So if you want to take in the panel live, definitely sign up!

But don’t worry if you miss the 100 person cut-off, the episode will be on The Real Business of Wine YouTube channel with clips posted on the @realbizwine Twitter feed.

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It’s Raining Masters

UPDATE: Apparently there was evidence of cheating during the tasting portion and the results of that segment of this year’s Master Sommelier examination has been invalidated. All Masters who passes this year’s test will have to resit this exam.

Photo by Eduardo Pavon. Uploaded to Wikimedia Commons under CC-BY-SA-2.0

Hallelujah?

Earlier this week the Court of Master Sommeliers announced an astonishing 24 new Master Sommeliers.

All together 56 individuals sat for the exams which is taken in three parts. This first is a theory examination that covers the wines and wine regions of the world. Candidates need to know wine laws and production methods as well as details about cigars, spirits and liqueurs. This is followed by Practical examination which includes demonstrating proper table service. Then finally a blind tasting of 6 wines in 25 minutes using the famous Grid Method of Deduction.

To pass, candidates must receive a score of at least 75% in all three parts. With this year’s bumper crop, we saw an incredible 42.8% pass rate.

That’s not bad for something that has been described as the World’s Toughest Test.

A Perfect Storm for a Windfall?

Last year the court announced 8 new Masters out of 58 candidates for a 13.7% pass rate.

In 2016, there was a minuscule 4.7% pass rate as 3 out of 63 candidates successfully completed all 3 exams. The year prior, in 2015, 7 out of 63 passed for a 11% rate.

Now what those numbers don’t tell is how many individuals passed 1 or even 2 of the three exam components. These scores can be carried over to the next examination. Let’s say we have a candidate who passed the Theory examination in 2015 but failed Practical and Tasting. This candidate could then spend the next three consecutive years attempting to pass the remaining two.  After that, though, unsuccessful candidates will need to retake the whole exam.

It’s very likely that 2018 wasn’t the first rodeo for several of the 24 new Master Sommeliers. This could help explain why this year saw so many successful candidates.

The SOMM Effect?

The film also popularize the idea of blind tasting beyond just professionals.

One theory on the large class was that it was because more people were taking the exams. Credit is given  to the 2013 documentary film SOMM  for sparking interest in the field. This film followed the path of Ian Cauble, Dustin Wilson, DLynn Proctor and Brian McClintic as they took their examinations.

Wilson and McClintic would go on to pass all the Master Sommelier exams in February 2011, being 2 of 6 who passed out of 30 (20% pass rate). The following year, Cauble would earn his MS as part of a group of 7 out of 62 candidates taking the exam (11.2%).

In July 2013, only a few week after the film was released June 21st, 70 candidates sat for the MS exam with only one single person, Nick Hetzel from Sage at Aria Resort and Casino in Las Vegas, passing (1.4%).

To even get an invite to take the Master Sommelier examination, candidates must first pass the Advanced Sommelier exam.  According to the Court of Master Sommeliers, this exam usually has a 25-30% pass rate. Before taking that exam, candidates need to have previously passed the Certified Sommelier exam. Additionally, the Court recommends at least 5 years practical experience as a sommelier in the service industry.

If there is a “SOMM bump”, it seems likely that 2018 is just the beginning of the swell.

Are we just getting “Wine Smarter”?

It’s possible that the “World’s Toughest Test” may not be as tough any more for a growing wine savvy community that is being spearheaded by wanderlust Millennials who aren’t afraid to branch out into the obscure, geeky and unknown.

This ain’t your daddy’s Duboeuf.

While previous generations of drinkers may not have strayed very far from the zones of Chianti and safety of Sangiovese, we now have regular wine drinkers (not just trained and studious sommeliers) waxing poetically about the difference between Nerello Mascalese grown on the volcanic soils of Mt. Etna and IGT Nero d’Avola.

Now a days if you are talking Beaujolais, you are far more likely to be talking about the crus than you are of Nouveau.

Blessed with a plethora of wine resources courtesy of the internet (like GuildSomm’s own fantastic website), it’s easier than ever for the curious wine lover to quench their thirst for some vino-knowledge.  Are we seeing a “trickle up” effect from this groundswell of knowledge?

As I mentioned in my post Playing the Somm Game in Vegas, the level of knowledge in the field has never been higher. As consumers get more savvy and adventurous, the sommeliers are upping their game.

Perhaps the windfall of new Master Sommeliers (249 and counting since 1969) and Masters of Wine (380 since 1953) means that we are collectively on a crescent of wine expertise that we haven’t observed before.

Or maybe the World’s Toughest Test needs to get tougher?

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