A new generation of wine drinkers is reshaping the wine industry by seeking out unique, lesser-known varietals over the usual go-tos, and the 90+ Cellars Discovery Series was developed to offer an approachable way to explore unfamiliar bottles without any of the intimidation wine culture can carry. "Today's younger wine drinkers are much more adventurous," said Alexandra Shaughnessy, Wine Director at 90+ Cellars. "They're less concerned with whether they've heard of the grape or region and more interested in discovering wines with great stories, incredible quality and outstanding value."
This collection debuts with two light, white wines: crisp, refreshing Lot 236 Pecorino from Italy and dry, refreshing Lot 240 Torrontés from Argentina. While the former promises the easy-drinking appeal of Pinot Grigio and the vibrancy of Albariño, the latter speaks to wine lovers who appreciate the freshness of Sauvignon Blanc and the aromatic qualities of Riesling.
Key Themes Behind This Trend
- Discovery-driven Drinking
- Younger consumers are reframing wine purchasing around exploration, creating space for curated collections that make unfamiliar varietals feel accessible and low-risk.
- Approachable Wine Education
- Simplified tasting comparisons and story-led positioning are reducing category intimidation while opening opportunities for brands to guide consumers beyond mainstream grapes.
- Value-led Premium Exploration
- Affordable access to distinctive international wines is expanding premium discovery for shoppers who want novelty, quality and credibility without luxury pricing.
Where This Applies
- Wine and Spirits
- The rise of lesser-known varietals signals new growth potential for producers and distributors that can package global discovery in consumer-friendly formats.
- Specialty Retail
- Retailers have an opportunity to differentiate shelves through curated exploratory assortments that help shoppers navigate unfamiliar regions and grape varieties.
- Food and Beverage Marketing
- Narrative-driven product launches can reshape how beverage brands connect with adventurous consumers seeking authenticity, freshness and memorable origin stories.
