Sonoma’s Bold Idea to Woo Younger Wine Drinkers: Raise Prices

The Wall Street JournalSaturday, September 27, 2025 at 11:00:00 AM
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Sonoma’s Bold Idea to Woo Younger Wine Drinkers: Raise Prices
In Sonoma, a bold proposal to raise wine prices as a way to attract younger drinkers has sparked significant backlash. Trade leaders believe that the aging consumer base needs to be offset by this new 'tax', but many are concerned that it could alienate existing customers and deter new ones. This situation highlights the challenges the wine industry faces in adapting to changing demographics and consumer preferences.
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