Chile's wine industry, facing what some describe as the worst crisis in a century, is turning to younger consumers in a bid to reverse a sustained drop in global consumption. Producers in the Maule Valley are now offering hands-on harvest experiences and promoting sustainable farming, while ramping up social media campaigns to attract a generation that increasingly avoids alcohol.
Felipe Rivera, a 25-year-old sommelier, said: 'We are probably living through the worst crisis in the wine world in 100 years. My generation, generally speaking, does not drink wine, and that is a major challenge.' Julio Alonso of the promotional group Wines of Chile noted that the decline is global, with 'sustained decline' in key markets including China, the UK and the US.
A 2025 Gallup poll in the US found that only 50 per cent of young adults consume alcohol, down from 59 per cent in 2023 and below the 54 per cent average for the general population. Many young people now see even moderate drinking as potentially harmful.
Winegrower Jose Luis Gomez Bastias invites visitors to prune vines and crush grapes, emphasising ecological practices. 'Young people are very interested in wineries that farm this way,' he said. 'That is the future.' Sommelier Ricardo Grellet, creator of the 'Yo Tomo Vino' campaign, added: 'Wines without soul or sophistication are destined to be lost.'
Social media creator Silvia Lobos, 24, said: 'This is a world that, as a generation, we really do not know much about. I'm realising it is part of our identity as Chileans.' The industry hopes such engagement will foster a new wave of wine enthusiasts.
