Featured in The Somm Journal | April/May 2022

With nearly half of the country’s workforce being made up by millennials and Gen Z, my generation is entering an established, booming wine industry. So how do we hit the ground running? There isn’t a step-by-step guide to the top. We have to define success by carving our own paths and climbing our own ladders, smashing glass ceilings along the way. We’re here to challenge social norms, evolve traditions, and modernize corporate constructs. We aren’t interested in a seat at a table that wasn’t built for us; we want to build our own.

At the beginning of my career, I asked everyone I met, “How did you get here?” Every path was different, but all were forged by a willingness to take chances and a little luck. A person’s network is their biggest asset: Success is based on relationships, hard work, and personal experiences. My generation is learning that most of our dream jobs don’t yet exist. It’s so early in our careers that we’re all chasing horizons that have yet to be seen.

Priorities for younger generations have shifted. We’re seeking happier lives, getting the most out of our PTO and finding balance in an industry where everyone’s always on the clock. At the same time, a job is more than just a paycheck; for us, the labor of love that is the wine industry is fulfilled with emotional gratification. We look for companies that believe in sustainability and social equality as well as for employers that offer educational opportunities and promises of advancement.

Raised in a digital age, millennials have their finger on the pulse of new ideas. We’re resourceful and more educated than ever. Key to the longevity of businesses is to invest in talent now to shape the leaders of the future. Find our strengths and leverage us to your advantage.

Ask us questions, listen, and be open to adapting with us. How is your business managing generational shifts? The pandemic taught us to evolve our businesses or crumble: Everyone turned to digital tools to stay afloat, and wineries were suddenly monitoring the latest TikTok trends to catch consumer attention. It challenged everyone to try things they never would have tried before.

My first job in the industry was at Ancient Peaks Winery. They had never had an intern before, and with zero experience in hand, I helped develop an internship program that has now serviced dozens of students, helping them get a foot in the door.

My advice to my peers: If you can’t find a path, create your own. It’s easy to compare your career to the tracks we see others following, but this industry is so diverse that everyone’s experience is different. Stay motivated, keep focused, and be ready for doors to open.