![]() ![]() It’s not just the pop of the cork at this downtown Napa tasting room, but also the pop vinyl records that keep the eclectic lounge covered in Oriental rugs (reminiscent of a rock stage) buzzing with Jimi Hendrix and other music among slightly buzzed millennials. Think of it kind of like 50 Shades of Grey meets James Bond. ![]() ![]() Bordered by stainless-steel walls, the Crystal Cellar is a dark and sultry space where mannequins dangle from the ceiling among crystal chandeliers, while the Red Room is an exclusive tasting room adorned in dark red velvet walls, seductive red couches, and a black onyx bar. Here, your dog will lounge out in his very own wine barrel bed while you peruse the rest of the property’s six uniquely themed rooms – two of which you can’t miss: the Crystal Cellar and the Red Room. In fact, pretty much everything about this winery is unconventional, starting with the fact that it’s home to Napa Valley’s first dog winery, Frenchie Winery (named and themed around proprietor Jean-Charles Boisset’s beloved frenchie). If you’re looking for a traditional Napa Valley winery experience, then Raymond Vineyards is probably not for you. Run by sisters Lisa and Ariana Peju – they dreamed of becoming winemakers when they were teenagers and bought the former Carneros winery in 2016 – the 100-acre vineyard also sells aerodynamic bike jerseys and hoodies and arranges Sunday yoga classes and sunset barn dinners. At this chic farmhouse located among the rolling hills of Napa’s Carneros region, vintners pair pours with mini-cupcakes from local bakery Kara’s while guests play bocce and cornhole. Liana Estates Ĭheese is for Baby Boomers. The result is a free-flowing assortment of immersive wine experiences that add something extra to the glass – regardless of your age. Wineries throughout Napa Valley and Sonoma seem to be noticing, adding everything from bocce courts to Instagram-ready mini-horses to their winery and tasting tours. That, in turn, has led the industry to evolve with the younger generation’s desires, because, let’s face it, instead of the standard stuffy sniffing and swirling, millennials want their wines to come with more of an experience. According to a recent study by the wine industry nonprofit Wine Market Council, millennials drink nearly half of the wine (42 percent) consumed in the country today – that’s more wine consumption than any other generation. And there’s a particular demographic that is doing the disrupting: millennials. The rise of rosé, chardonnay in a can, naturally made vinos – if it seems like the wine industry is evolving overnight, that’s because it is. And in Napa, it’s led to the uncorking of some very creative combinations that – while catering to the emoji-loving, Snapchatting crowd – are undoubtedly being relished by all ages. As the biggest demographic currently consuming wine, millennials are virtually shaping the future of the wine industry. ![]()
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