How Do We Make Bev/Al a Part of a Life Well Lived?

Enough of this bad news. It's time to look forward and to begin thinking about what the industry will look like in five to 10 years.

To be sure, there's plenty to fret about, as Jon Moramarco of bwi66 pointed out in a webinar Tuesday (6/23). Exports are just a small part of bev/al production in the U.S., but they are down. It's not just Canada, which has basically closed its borders to U.S. alcohol, but some other countries, too. "The U.S. isn't viewed favorably around the world, right now," Moramarco said. (Our prediction: Canada will reopen to U.S. alcohol at 12:01 p.m., Jan. 21, 2029, when a new president is inaugurated.)

Whether one goes with the Gallup Poll or a survey done by the National Institutes of Health, younger consumers are showing "considerable weakness" in terms of past consumption patterns. The latest NIH survey shows young people are drinking about 5-1/2 servings of alcohol a week, while Gallup shows just four. Moramarco trusts the NIH survey more because, among other things, it surveys 50,000 people vs. a few hundred for Gallup.

Moramarco noted that the decline started with younger Millennials, not with Gen Z. "You can't blame the decline soley on Gen Z," he said. Among 18- 20-year-olds, drinking no longer seems to be a rite of passage into adulthood, he said. "As people become 21, they're not so much into the drinking culture" as they were in the past.

"We're not losing drinkers" among 21-25 year olds, but the number of servings has fallen to four from eight." There might also be a culture element in that decline: In recent years, there haven't been any Animal House or similar movies. Also, Covid may have played a role in shaping the college experience.

Turning to 25-34 years, Moramarco noted there's "fairly steep weakness among 34-year-olds. Reported consumption has been fairly steady until now, he said.

And after 65, consumers reduce alcohol consumption.

Health and wellness is a trend that's out there. But it's not the entire generation, he said. And this isn't the first time bev/al has had to deal with it, either. Declines in the 1980s and 1990s were driven by concerns about drunk driving and the drinking limits that were imposed. The French Paradox, the 60 Minutes segment that noted the French drink lots of red wine and also eat lots of food that's supposed to be bad for one, changed the public perception of bev/al from being bad to good, almost overnight.

"I don't see a French paradox out there," he said. "We need to think about what to do to bend the current trend in the industgry. The isn't a wine or beer or spirits problem. It's a bev/al problem," he said.

The pace of negative news has slowed, especially with cancer. "A lot of what we had looked at as positive and proven is now looked at as negative," he said.

This is a job for trade associations. Moramarco said.. "It's too big for any one supplier to do alone. Trade associations need to find a way to get more positive press: How to drink with your buddies, the positive benefits from being with other people.

Another problem is the bifurcation of the economy. In addition to moderation, younger drinkers are pessimistic about their economic situation going forward. "If you don't have health insurance from your employer, your health insurance premium is equivalent to your mortgage," Moramarco said.

Inexpensive wine needs to be made to taste better. The beer industry has successfully done this: If you buy a bottle of wine, you're making a commitment, he said. "But if you buy a four-pack of wine in cans, you can have one today and put the rest aside for another day, just as you can buy Michelob Ultra or Modelo, have one beer and put the rest aside for another day.

"Bev/al can be an affordable luxury," Moramarco said. "But the perception of the economy is exceptionally negative for young consumers. The question is: How do we make bev/al be seen as part of a life well lived?"

Mount Gay Unveils 'Exceptionally Aged Collection'

Mount Gay, the world’s oldest running rum distillery, today announces the launch of its new Exceptionally Aged Collection, a prestige series that evolves the legacy of the brand’s acclaimed Master Blender Collection. For the first time, the collection introduces clear age statements, underscoring Mount Gay’s commitment to transparency, innovation, and world-class rum making.

The inaugural release features two extremely limited expressions: Exceptionally Aged 15 and Exceptionally Aged 25.

Crafted without added sugar or flavoring, both rums are 100% distilled, aged, blended, and bottled at the Mount Gay Distillery in St. Lucy, Barbados. The collection reflects generations of craftsmanship and the foresight of Mount Gay Master Blenders who laid down these spirits decades ago to become the exceptional rums they are today.

The Exceptionally Aged Collection represents a rare collaboration across generations of Mount Gay Master Blenders.

Exceptionally Aged 15 began with former Master Blender Jerry Edwards, who distilled the rum on a single column still and matured it in ex-American oak bourbon casks. Stewardship later passed to former Master Blender Allen Smith and current Master Blender Trudiann Branker, who finalized the blend in 2025 to create a distinctly Mount Gay 15-year-old rum.

Exceptionally Aged 25 was distilled in 1999 on a single column still under Edwards and aged exclusively in ex-American oak bourbon casks for 25 years. Allen Smith oversaw much of its maturation before Branker crafted the final expression, resulting in a rare rum shaped by three generations of Mount Gay expertise.

“The Exceptionally Aged Collection is a tribute to more than 320 years of Mount Gay heritage and to the generations of blenders before me who had the vision to lay down these incredible rums,” said Master Blender Trudiann Branker. “By aging both expressions exclusively in ex-bourbon casks, we were able to achieve an intensity and complexity that truly reflects our heritage, Barbados’ tropical climate, and the character of the spirit straight from the barrel.”

Tasting Notes

Mount Gay Exceptionally Aged 15 is aged a minimum of 15 years in Barbados’ tropical climate and bottled at 43% ABV, non-chill filtered. The nose opens with grapefruit, buttery pastry, banana, vanilla, plum, caramel, and cinnamon. The palate layers butterscotch, vanilla, caramel, orange zest, cocoa nibs, red plum, citrus, and subtle sea salt, finishing medium-bodied and rounded.

Mount Gay Exceptionally Aged 25 is a single-batch rum aged for 25 years and bottled at 47% ABV, non-chill filtered. Aromas of vanilla, red fruit, caramel, citrus, and dark chocolate lead into notes of raisin, cinnamon, toffee, roasted nuts, orange zest, nutmeg, cocoa, and gingerbread, finishing long and silky.

Packaging Inspired by Barbados

The collection’s packaging pays tribute to Barbados, with deep ocean blues, warm cream tones inspired by the island’s beaches, embossed wave details, and gold accents that evoke the Caribbean sun. Exceptionally Aged 25 is presented in a premium gift box.

Availability

Both expressions are now available in limited quantities across the U.S. while supplies last. With only 4,942 bottles available worldwide, Exceptionally Aged 15 retails for a suggested price of $90 USD. Exceptionally Aged 25 — an ultra-rare release with just 2,376 bottles produced globally due to the limited 1999 cask inventory and significant angel’s share during tropical aging — retails for a suggested price of $199 USD.

Mercenary Premier Acquires Edna Valley Facility, Launches Comprehensive Winemaking Services

Mercenary Premier, which began as Mercenary Canning Solutions with mobile bottling services, is expanding its business to now offer full custom vinification services at its just-acquired anchor facility, the former Baileyana Winery in the Edna Valley.

Joining founder Jason Fullmer in the partnership is Josh Baker, trusted veteran winemaker and production executive. Together, the pair brings 35 years of combined winemaking and beverage production experience.

Four Roses Distillery Launches Experimental Series

 Four Roses Distillery announces the launch of its new Experimental Series, a limited-edition collection that pushes the boundaries of the brand's traditional 10-recipe framework.

Long celebrated for its consistency, craftsmanship, and signature 10-recipe system, the new series marks one of the most ambitious and innovative periods in the brand's 138-year history, while remaining grounded in the DNA that defines Four Roses Bourbon.

The inaugural release, Experimental Series No. 001, is a Kentucky Straight Bourbon Whiskey finished in rare Japanese Mizunara oak barrels. Prized in the whiskey world for its rarity and uniquely expressive flavor contribution, Mizunara oak was selected based first and foremost on flavor exploration. Throughout the finishing process, the Four Roses team monitored the barrels closely, pulling samples almost weekly to track maturation and determine the ideal balance point for each barrel individually before blending the final liquid.

"This series is an exciting new chapter for us," says Master Distiller Brent Elliott. "It allows us to take the craftsmanship that's been at the heart of Four Roses and apply it in entirely new ways, experimenting with finishes and techniques that reveal dimensions of flavor our fans haven't experienced before. For me, it's about pushing boundaries while staying true to the character of Four Roses Bourbon, and giving our fans the chance to join us on that journey of discovery."

The packaging for Experimental Series No. 001 reflects the same balance of innovation and heritage found in the liquid itself. The shape of the front label draws inspiration from the iconic Spanish Mission-style architecture of the Four Roses Distillery in Lawrenceburg, Kentucky, while the reverse label reveals one of the brand's historic single-story rickhouses, a subtle nod to the role maturation and barrel finishing play in shaping the whiskey's character.

Bottled in a 375ml format, Experimental Series No. 001 will be available for purchase at the Four Roses Distillery Visitor Center (SRP $55 per bottle) beginning July 30.

Sazerac Launches 3 New RTDs

Sazerac Co. launched three new ready-to-drink (RTD) cocktail brands, Lovebug Hard Cream Soda, Endless Afternoon Whiskey Lemonade, and Buckhorn Whiskey Lemonade.

"Consumers are looking for more than just another canned drink. They want real spirits, bold flavor, and brands that make every occasion more fun," says Lauren Selman, Global Growth and Innovation Director. "We're incredibly excited to bring these new offerings to market. Each one was created to deliver the quality, taste, and personality consumers expect while making it easier than ever to enjoy great cocktails wherever the moment takes them." For more details, click here.

Ultra Pure Launches Premium Fermented Cane Base for RTD Cocktails

Ultra Pure LLC, the largest family-owned supplier of bulk alcohol to the beverage and industrial industries, said it launched Sugar Brew, a premium fermented sugar cane alcohol base built specifically for Ready-to-Drink (RTD) cocktails, hard seltzers, and flavored malt beverages.

Sugar Brew is produced in partnership with West Cork Distillers in Skibbereen, Ireland, with all U.S. distribution and customer service handled through Ultra Pure's bonded Kentucky facility.

Sugar Brew is naturally gluten-free, neutral, and colorless, giving distilled spirits plants (DSPs) and emerging brand owners a true blank canvas for fruit-forward, botanical, and classic-cocktail flavor builds. Finished beverages formulated as flavored malt beverages or hard seltzers using a fermented cane base may qualify, subject to TTB approval, for a lower federal excise tax rate and broader retail channel access than distilled spirit RTDs. Sugar Brew is available in 264-gallon totes from stock and in tanker quantities by special order.

Josh Cellars Partners with Gary Sinise Foundation to Support Veterans

America’s #1 premium wine, Josh Cellars, is marking America’s 250th anniversary by entering a new partnership with the Gary Sinise Foundation to support veterans and first responders nationwide. The partnership will come to life through a combination of charitable giving, national programming, and community-based initiatives, including a $1 donation for every bottle sold, up to $100,000 from May 1 - July 31, 2026. 

Josh Cellars is bringing the partnership to life through local, community-driven action. Ahead of Firefighters Appreciation Day, Gary Sinise Foundation recently awarded a grant, funded by Josh Cellars’ donation, to a firehouse in Stephentown, N.Y., near founder Joseph Carr’s hometown of Berlin, to help support essential equipment and important training.

 The brand will continue this effort throughout the year, including participation in the Gary Sinise Foundation Gala (in Nashville on June 27) and supporting three additional community grants, with the next activation supporting a firehouse near Nashville, TN.

“This is a full-circle moment,” said Joseph Carr, Founder of Josh Cellars. “My father was a volunteer firefighter, and it’s an honor to support the communities that mean so much to our family and this country – this year and always.”

 To amplify the America 250 campaign nationwide, Josh Cellars is rolling out a fully integrated effort centered on “Celebrating 250 Years of Neighborly Love.” The campaign, which will include a new digital spot directed by Josh McGowan and produced by Tombras Studios production company, will run across CTV and YouTube beginning mid-May. Retail and e-commerce activations will also run, with key POS materials and patriotic displays seen in major retailers across the U.S. On the digital front, Pinterest and shoppable recipe advertising aimed at those looking to entertain this summer will connect with shoppers before they even enter the store. 

Consumers can celebrate America 250 all summer long with Josh Cellars’ newest innovation, Seaswept Sparkling – a bright, easy-drinking sparkling option for daytime, social occasions. Visit JoshCellars.com for additional details.

Hunter Valley Winery in Pa. for Sale; Family Demands vs. 'Best Views'

Eleven months after buying Hunter Valley Winery, which The Wine Classroom says has some of the best views in the Mid-Atlantic, Amber and Bryan Keister have put it back on the market.

Why sell? "“The simple truth behind our decision comes down to striking a better balance with family priorities. Managing a vibrant property like this requires time and dedication, and we’ve reached a season where we need to refocus our energy on our young family,” she said.

“While there is discussion around shifts in the wider wine industry, our choice is entirely personal,” Amber Keister told The Wine Classroom. “In fact, we are incredibly proud of the foundation we are leaving behind. We’ve built a turnkey operation with established vineyards, a loyal following and massive potential for future growth. We have poured our hearts into making this a successful, ready-to-go destination and it is fully primed for a new owner to step in, take the reins and write the next chapter."

Listing Price is $995,000 for 27.21 acres. The listing agent is Dustin Prievo, Whitetail Properties Real Estate, (717) 659-0777.

John Anthony Marks 20 Years with Special Cab Sauvignon

Twenty years after John Anthony Truchard release his first John Anthony Vineyards wine, a 2003 Napa Valley Cabernet Sauvignon, he announces the pre-release of the 2023 Napa Valley Cabernet Sauvignon: a commemorative legacy bottling marking two decades since that inaugural release, and the fullest expression yet of the three pillars on which he built John Anthony Vineyards: respect for heritage, precision winegrowing, and meticulous winemaking.

John learned the art of growing grapes from his father and other pioneering Napa Valley vintners when the region was just beginning to take its place on the world wine stage. From an early age, he worked alongside some of the valley's viticultural icons, channeling that knowledge into founding FARM Napa Valley in 1997, one of the valley’s premier vineyard management companies, before turning his focus to making wine under his own name, John Anthony Vineyards.

"Being raised on the grape-growing side of the business by my father, Tony Truchard, starting in the mid-'70s, I've had the opportunity to see and experience much of the growth Napa Valley has seen in the past 50 years," said John Anthony Truchard, founder and vintner of John Anthony Vineyards.

"When we began John Anthony Vineyards 20 years ago, my goal was to make wines of origin, from small, select sites that I planted and farmed, that would be enjoyed and respected. We've been blessed by the reception our wines have received, and I'm looking forward to the next 20 years."

On Saturday, July 25, from 4 to 7 p.m., John and Michele Truchard will open one of their private properties for a pre-release celebration honoring 20 years of Cabernet Sauvignon. The evening will offer guests one of the first chances to taste the 2023 vintage before its official November release, moving
through a retrospective selection of library vintages that traces the evolution of this wine from some of its earliest expressions to its latest.

Estate chef Logan Foos, formerly of the French Laundry, will helm a seasonal menu featuring an oyster station, alongside live music and live bottle etching. The evening is as much a thank-you as it is a celebration — an opportunity for the people who have been part of this journey to taste where it has arrived. Tickets and information are available here.

Gratien Meyer Relaunches with New Identity and Wine

 Gratien Meyer, the historic crémant winery of the Loire Valley, is proud to unveil its reawakened identity with its portfolio of new wines now available in the market. 

The evolution of Gratien Meyer is a holistic rebirth that touches every element of the winery, from the intricate craftsmanship of the new wine to the refined, modern aesthetic of our branding and packaging,” says Katy Murarotto, Managing Director of Gratien Meyer. “By honoring our 160-year heritage while embracing contemporary style, we are reintroducing Gratien Meyer as the premier global icon of Crémant de Loire. It is a proud celebration of our past and a clear, elegant vision for our future.”

Consciously Crafted
For over a century, Gratien Meyer Crémant has been a defining force in the region. This marks the official release under the direction of Winemaker and Chef de Cave, Pierre Charon, who joined the winery in 2022. Charon’s vision focuses on quality and terroir while honoring historic practices. The wines are aged in the winery’s ancient tuffeau-rock cellars. As the owner of the region’s largest vineyard acreage, Gratien Meyer uses a combination of grapes from its own vineyards and grapes sourced from its local grower partners.

The Signature Gratien Meyer Touch
The wines have undergone a stylistic refinement that emphasizes both taste and quality. This is done for Crémant de Loire Rosé (SRP $20) by exclusively blending red varietals and introducing co-inoculation to ensure a more balanced and rounded wine. Meanwhile, the Crémant de Loire Blanc (SRP $20) is primarily a Chenin base. The dosage is aged in oak barrels to create the signature Gratien Meyer style.

A Modern Aesthetic Rooted in Heritage
The refreshed packaging features a refined label inspired by the winery’s archives. The updated palette evokes the winery’s iconic tuffeau cellars and the natural hues of the Loire Valley. This visual evolution includes a new logo, monogram, and typography that bridges the gap between the winery’s historic prestige and modern minimalism.

“For the U.S. market, Gratien Meyer Crémant represents an exciting opportunity to discover a sophisticated, high-quality French alternative to champagne that feels incredibly fresh,” says Enore Ceola, CEO of Freixenet Mionetto USA. “We know our consumers are looking for authenticity and approachable luxury. By bringing this refreshed identity and elevated portfolio to the States, we’re offering a refined ‘art de vivre’ experience that is accessible and perfectly suited for how consumers celebrate today.”

Terrazas de Los Andes Unveils Extremo Malbc 2022

Terrazas de los Andes, a pioneer of high-altitude winegrowing in Mendoza, Argentina, since the early 1990s, proudly announces the US release of Extremo Malbec 2022.

Critically acclaimed, including a perfect 100-point score, Extremo Malbec has earned recognition as one of Argentina's most celebrated luxury wines. The 2022 vintage further reinforces Terrazas de los Andes' commitment to revealing the extraordinary potential of Mendoza's mountain terroirs through site-specific, high-altitude winemaking.

"Extremo Malbec represents the pinnacle of our Ascension Journey and our vision for mountain winemaking," said Lucas Löwi, Estate Director and CEO of Terrazas de los Andes. "For more than three decades, we have explored Mendoza's highest vineyards to better understand how altitude shapes Malbec.

"This exceptional parcel allows us to capture the Andes with remarkable precision, translating its climate,soil profile, biodiversity and unique sense of place into a wine of depth, freshness and elegance."

Crafted from a single parcel in El Espinillo, the highest vineyard in Gualtallary, Uco Valley, planted at 1,650 meters above sea level, Terrazas de los Andes Extremo Malbec 2022 captures the elegance and energy of the Andes. Characterized by some of the lowest average temperatures in the region and mineral-rich calcareous soils, the site produces a Malbec of remarkable aromatic expression, structure and varietal precision.

Availability: Online, select retailers. SRP: $200.

Anderson Valley Winegrowers Seeks Exec Dir as DeGraff Moves to Riverkeeper

Anderson Valley Winegrowers Association (AVWA) announced today that Executive Director Courtney DeGraff will transition from her role effective June 30, 2026, after more than seven years leading the organization and promoting Anderson Valley wines and community initiatives.

DeGraff will be joining Russian Riverkeeper, a nonprofit organization dedicated to protecting and restoring the Russian River watershed  as Development Director.

The AVWA Board of Directors has begun a thoughtful transition process and has initiated a search for the organization’s next Executive Director. 

What I'm Reading --

The Wine Industry’s Growing Divide Has Nothing To Do With The Market

Silicon Valley Bank’s 2026 DTC report reveals a widening gap between thriving and struggling wineries — and the cause has nothing to do with the market.

A Note from Joel --

We are reverting to our former format tomorrow. I think this is too hard to scroll through to quickly find whatever might interest you – and I can't track what you're reading, so I don't know what to emphasize.

Thanks for reading. I'll see you tomorrow. – Joel