The wine industry is at a pivotal moment. As consumer preferences shift, the challenge isn’t just selling wine—it’s making it relevant to a new generation of drinkers. The New York Wines and Grape Foundation (NYWGF) is taking an intentional, multifaceted approach to this, focusing on authenticity, targeted engagement, and meaningful partnerships. From influencer-led storytelling to trade-driven sustainability initiatives, their strategy is built around meeting consumers where they are—whether that’s at a holiday table, in a Manhattan wine bar, or through digital content that resonates.

As part of the Let’s Grow Wine platform, we spoke with Eleanor Standen, UK Marketing Lead for New York Wines, and Marisa Jetter Wesoly, Vice President of Teuwen to explore how they are shaping the future of wine engagement, what’s working, and where the industry needs to go next.

Image: Eleanor Standen, UK Marketing Lead for New York Wines.

Malvika: How is NY Wines approaching the challenge of engaging with a younger, more diverse consumer base? Can you share specific examples of campaigns or strategies that have worked well?

This past campaign, our tactics focused on pulling our target audiences in through authentic influencer programs and meaningful live experiences. We were targeted and segmented in our approach, finding partners who could create genuine content and experiences that spoke directly to their audiences while sharing different pillars of our brand. We also identified moments throughout the year when we could join conversations.

Our Thanksgiving social media partnership highlighted New York Wines as ideal holiday pairings, whether with sweet or savory dishes. This partnership allowed us to put a spotlight on the wide range of New York State’s wine offerings and emphasized that New York has a wine for anyone or any dish on the table. This partnership featured nine wines and had a reach of 13,123 and 18,129 views.

Our recent New York Wines Sustainability Week featured different events, with different price points in different neighborhoods across Manhattan. We hoped to offer different entry points for people to discover the wines.  

Image: New York Wines Export Program - an incredible group of somms, wine buyers, and educators from Canada and Western Europe to the beautiful Finger Lakes (Source: New York Wines - Instagram Post)

Malvika: How can trade partnerships and collaborations help increase wine awareness and accessibility? Can you share examples of how NY Wines is planning to work with the trade in 2025?

Trade are wonderful advocates for the wines and for bringing the wines/wineries and their stories to tables and communities. This past campaign year, we hosted a NYC trade group for a familiarization trip to Long Island to explore their wines, as well as roundtable meals in New York City to discuss and raise awareness for the Sustainable Winegrowing program. For 2025-2026, we aim to continue a dialogue with trade specifically focused on sustainability.

Image: Decanter Fine Wine Encounter London, in which New York Wines participated in. (From L - R), Wine Communicator Amelia Singer, Winemaker Kelby James Russell and Eleanor Standen, UK Marketing Lead for New York Wines.

Malvika: Do you see consumers actively seeking out sustainable wines, and how is NY Wines meeting this demand?

Hopefully, the recent New York Wines Sustainability Week in NYC will be the first of many annual events as we saw great attendance at our retail tastings and wine dinners. We do not have data yet on the impact of our program on consumer demand for New York Wines or its price point.  This is something NYWGF is committed to for the long term from a mission standpoint in service of the growers, as stewards of the land, they were already engaged in many sustainable practices, and now our program certifies and markets those efforts. 

[[relatedPurchasesItems-61]]

Conclusion:

For New York Wines, growth isn’t about chasing fleeting trends—it’s about building lasting connections. By prioritizing authenticity in consumer outreach, strengthening trade partnerships, and committing to sustainability as a long-term mission, NYWGF is laying the groundwork for a more engaged, informed, and diverse wine audience. Their work stands to show that wine isn’t just a product; it’s a story that needs to be told in the right way, at the right time, and through the right channels. As the industry looks to the future, the key may not be to reinvent wine but to reframe how we invite people into its world.

Header Image Source: New York Wines.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

Also Read:
Sam Filler: Leading NY's Wine & Grape Excellence
Essential Sustainability Certifications for US Wineries: What They Are and Why They Matter