Millennials, Malbecs, & Magical Moments

 

Millennials now represent a major force within the wine market that will increase in importance. And for that reason, they are being surveyed, prodded, and studied by every wine marketing geek and MBA grad.

Everyone agrees, millennials are definitely drinking more wine on a per capita basis than either the Gen Xers and Baby Boomers, and more females are making the wine buying choices.

Recently, two insightful online articles added a little more to the emerging profile. One was featured on Yahoo Finance, “Millennials Creating Wine Industry Change.” It verified that millennials represent 29% of wine drinkers but consume 34% of all wines. It made the point that the group also favors organically grown things, including wine.

Even Fox News got into the act with a lifestyle story, “Why millennials can’t get enough wine.”  Surprisingly,  it was a fairly coherent, albeit a cut-and-paste article, and ended with this quotation:

“Millennials are adventurous in their choices, too. They like to choose  lesser-known varietals from regions that are under the radar.They want to create their own cool,” said Marc Irving, the sommelier at the Fairmont Sonoma Mission Inn.

So there is a rough sketch, a basic profile, emerging and these are the main attributes of Millennial Wine Buyers (MWB):

Confident and adventurous, willing to explore new types of wines

Impressed by brands with clever images but authenticity and organic practices are important

Not very interested in traditional wine types, the kind the Brits swoon over like Bordeaux, French Burgundy, Port, Sherry and others that come with vintage baggage.

Ratings from wine critics have little impact on buying decisions

Social gatherings like special events/ activities at wine clubs are a major part of the lifestyle, something to be shared

Wine is an event, an experience; collecting and cellaring pricey, famous wines for future drinking is, like, totally stupid

Buying wines online is a natural thing and a good reason to be constantly checking your messages. Even when on a date.

The same day those two articles appeared, several websites featured deals on Argentinian Malbecs, including two that rank among my current favorites. Here are the two beauties offered online at great prices that deliver the goods:

2015 Proemio Malbec, Argentina, $10.99 and free shipping on 6

At http://www.cinderellawine.com

2015 Amalaya Malbec, Argentina, Salta region, $13.99 @ http://www.wine.com

These two are stunning values that outscored my benchmark Malbec, Norton Reserve.

The Amalaya with a dollop of Tannat and Syrah is as bold and lively as its colorful label. Delivers big-time flavors from start to finish.

Over the last few years,  Malbec has become my go-to red wine by the glass because it is so versatile and well-priced.

And when talking about Malbec in these terms, the automatic assumption is that it is from Argentina. I have tasted wines from Cahors and Malbecs from Chile and Washington only to conclude Malbec is synonymous with Argentina.

But to return to the subject of millennials and wine, Malbec seems to be the perfect fit. It is a lesser known wine flying under the radar from a fascinating region, and with so many versions being featured by the online wine merchants, it is definitely up and coming and so much fun to explore.

Textbook Malbec is big, bold, dark, deep, dramatic and flashy.  It offers immediate pleasure from its lively aroma,  deep, delicious flavors, and great, round, satiny texture leading to a long aftertaste.

And, the clincher: Excellent Malbec need not be expensive. There are at least ten now available online for way under $20 a bottle.

2015 Proemio Malbec, Argentina, $10.99 and free shipping on 6

At http://www.cinderellawine.com

2015 Amalaya Malbec, Argentina, Salta region, $13.99 @ http://www.wine.com

2014 Fabre Montmayou, Malbec Reserva, Mendoza, $14.50

2015 Norton Reserva, $15.99

2015 Zuccardi Series A Malbec, $15.99

2015 Bodega Viamonte Malbec, Lujan de Cuyo, $15.99

2015 Recuerdo Malbec, $16.99

2014 Kaiken Ultra, $17.99

2014 Ben Marco Malbec $17.99

2015 Susana Balbo Malbec, $19.99

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