A Winemaker’s Challenge: How to Get Young Consumers to Take a Sip with Connor McMahon

A challenge for his industry is an opportunity for Connor McMahon. That is why this California transplant from rural Iowa gets out on the road. “Get wine introduced to younger generations,” he told American Farmland Owner.

McMahon and his wife, Rebecca, own Full Draw Vineyard in Paso Robles, California. Paso Robles is a community of about 30,000, about halfway between Los Angeles and San Francisco, and is becoming better known for its wineries and olive groves.

Connor McMahon bio

• Fairfield, Iowa native

• Full Draw Vineyard – Co-owner

• Booker Vineyards – former assistant winemaker

When Americans were stuck at home as bars and restaurants temporarily closed due to the COVID-19 pandemic, they drank more wine. Perhaps, that isn’t surprising. But many wine industry leaders were surprised with how much less wine Americans drank as bars and restaurants re-opened.

Younger Adults Drink Less Alcohol

Wine sales dropped 6% in 2024 compared to 2023, according to SipSource. Baby boomers still wanted a glass (or two), but millennials and Generation Z’ers weren’t as interested, though. 

McMahon, a former political science major and Iowa State University football punter, didn’t hold childhood dreams of owning a vineyard. But sips of wine at a family dinner opened his palette to tannins rather than the typical six-packs.

His non-traditional route to become a vintner, he hopes, can connect with younger potential consumers. “There used to be a handful of beer brands, a handful of wine brands,” he said as he explained what has changed in the alcohol industry.

“And now it's as diverse as it is. You have this landscape where people don't know a lot about wine and then get maybe confused by where it's coming from or can't pronounce the variety.”

RELATED: This Texas billionaire wants his growing wine business to be part of his future. 

How to Get Younger Generations Interested in Wine

Younger consumers may not know – or care – about the likely Spanish origins of Grenache or Mourvèdre. They may just want to try a red wine. McMahon is fine with that.

Full Draw Vineyard offers various options that could tempt curiosity even if consumers don’t know the varietals of the grapes that created them: “Chopping Block,” “Hard Point,” and “Honey Bunny.”   

“One of the things that I really enjoy doing is trying to target younger country clubs, younger regions and talk to people, 30 to 35, and get them introduced to wine,” McMahon said. “It may not be my wine that they enjoy, but just getting the foot in the door, finding something that you like.”

For McMahon, accessibility is key. While wine can be seen as an intimidating beverage surrounded by technical jargon and rigid customs, he encourages a more relaxed approach. “As younger generations get introduced to wine, they're going to understand that it's not as hard to get into. And my biggest thing is, if you enjoy drinking it, don't think about it. Just have fun.”

Of course, fun doesn’t mean ignoring the health-conscious concerns of younger consumers. Many in this demographic are hyper-aware of what they put into their bodies—interested in everything from low-sugar and low-calorie drinks to organic ingredients and sustainable practices. That is a complex demand for winemakers to satisfy.

“You have to think about the makeup of the wine differently to connect with these younger people,” Price pointed out. “They're obsessed with energy drinks and protein, and low sugar and low cal, and all kinds of stuff.”

McMahon acknowledged the challenge of a demographic that may be focused on energy and protein drinks, alcohol-free mocktails, or alternative alcoholic drinks like hard seltzers.

“Yeah, and it's also hard to hit all of those key talking points,” he said. “Our wine already is low sugar. It is very low sulfite. So, fitting that into the conversation... sometimes you have to read the room and figure out what people want to hear.”

The Business of Talking about Wine

That balancing act—between authenticity and marketability—is a thread that runs through McMahon’s approach. His wines are organic in practice, though not officially certified. “The organic certification is about a three-year process. My wife had worked on that with another vineyard she was working with and just looked at me one night. And she said, until we have more staff and our kids are a little older, please do not make me do that!”

Still, the heart of McMahon’s strategy lies in human connection. He emphasizes conversation, education, and demystifying wine, not through flashy marketing or trend-chasing, but by helping people discover wines they enjoy.

“You don’t need to get too technical with it. If you enjoy it, that’s enough.”

RELATED: The quality of wine had improved in this part of the world, as American Farmland Owner reported in October 2023.