In this episode, Michael Wangbickler interviews Chad Copher, the general manager of Heringer Estates, a family-run winery in Clarksburg, California. They discuss Chad's journey into the wine industry, the history and operations of Heringer Estates, and the challenges the wine market is currently facing. The conversation also explores strategies for attracting younger generations of wine drinkers, the importance of creating memorable experiences, and innovative event strategies to drive growth. Chad shares insights on current trends in wine consumption and production, emphasizing the need for inclusivity and authenticity in the industry.TakeawaysChad Copher transitioned from retail to the wine industry.Heringer Estates has a rich history dating back to 1868.The winery produces a variety of wines and also sells grapes to other wineries.Building long-term relationships is crucial in the wine business.The wine industry is currently facing challenges in grape sales and market demand.Attracting younger generations requires a shift in marketing and experience.The experience economy is becoming more important in the wine industry.Innovative events can help wineries engage with customers and drive sales.Sweet wines and approachable varieties are gaining popularity among new wine drinkers.Sustainability and authenticity are key values for attracting the next generation.

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