The bubbles are rising in the red and maybe, just maybe, there will be a revival of a style that introduces younger drinkers to wine.
Goodness knows the Australian wine industry needs to do something to stop the trend towards its product becoming just the preserve of aging men and women.
The Riverina’s De Bortoli famiiy described the problem in a press release announcing the release of its Chill Bill “spritzy red”: “Recent trends indicate that wine is losing its appeal among Millennials and Gen-Z drinkers, with regular wine consumption among those under 40 dropping from 37 per cent in 2010 to 26 per cent today, according to a consumer research report from Wine Intelligence.”
“When it’s time to paint the town red, traditional wine might not be the first choice for today’s younger crowd. The young palate craves variety and adventure, seeking unconventional options for celebratory moments, rather than sticking to the same old routines. But to find a red wine that’s convivial, easy on the palate and eccentric enough to pique their interest? Now that’s a challenge. Enter De Bortoli Wines’ newest game changer: Chill Bill.
A fresh, deliciously fun and spritzy red wine that is sure to captivate the curiosity of young adult drinkers, everywhere. Its name, a playful nod to embracing a chilled approach to red wine, reflects a departure from traditional norms.”
To an old-timer like me Chill Bill brought back memories of the style of wines that was the introduction to trying wine for the first time back in the 1950s and 1960s. The Barossa Valley was at the forefront back then as described by my brother David years ago in a Glug article The Twenty Golden Years of Kaiser Stuhl. Wines like Cold Duck. How could I forget it. I’m delghted that everything old is new again.
