Ep. 2428 Juliana Colangelo interviews Mark Jammal of The Vinous Bunch | Masterclass US Wine Market

This episode explores what younger diners are ordering in restaurants and how Italian wineries can connect with next-generation consumers in New York. Marc Jamal, sommelier and co‑founder of the Venice Bunch, breaks down current restaurant floor behavior: natural wine buzzwords dominate — orange wines, chilled reds, and pét-nats — and consumers often pick styles or familiar varietals rather than obscure grape names. For Italian producers and importers, that means leaning into recognizable regional cues like Nebbiolo or Sangiovese while also offering hip, approachable expressions that match diners’ desire for lifted, energetic, and less jammy profiles. The conversation highlights the difference between natural wine marketing and the palate preferences of real customers. While “natty” language and influencer culture can create initial interest, diners still respond to bright acidity, freshness, and drinkability. Value is reframed beyond price: storytelling and meaningful brand narratives create perceived value. Marc stresses that compelling wine stories — about vineyard practices, terroir, or a winery’s heritage — help sell bottles in restaurants. This makes sommelier education, brand ambassadors, and in-market storytelling crucial long-tail strategies for Italian wineries targeting millennials and Gen Z in urban markets. Regional trends are emphasized, with Sicily repeatedly called out as a destination-driven favorite. The island’s association with travel, coastal imagery, and contemporary culture (television and lifestyle trends) makes Sicilian wines “escape in a glass,” which appeals to younger drinkers seeking experiential pairings. Other successful plays include affordable, well-made Pet Nats (such as Pinot Grigio pét-nats) and biodynamic-certified lines that combine clean, fruity profiles with attractive sustainability claims. Marc points to brands that pair accessible price points with clear marketing hooks as strong performers on New York lists. For Italian wineries wondering how to effectively target restaurant buyers and new sommeliers, the episode recommends practical steps: train and equip sommeliers with authentic stories, deploy passionate brand representatives, consider sub-brands tailored to younger drinkers (while maintaining quality and heritage), and emphasize price-for-value propositions. NYC-specific advice includes building relationships with buyers and staying adaptable to neighborhood differences — Brooklyn’s indie scene prefers lighter, trendy styles, while midtown steakhouses still support fuller-bodied, traditional wines. Overall, the episode is a field guide for Italian wine stakeholders looking to win over the next generation: use storytelling as a sales tool, highlight regions with aspirational narratives like Sicily, offer fresh, lower-alcohol styles that match contemporary palates, and prioritize relationship-driven distribution and education. These long-tail approaches—sommelier engagement, targeted brand stories, and regionally savvy marketing—will help Italian wines remain memorable and “sticky” with new audiences in the competitive US restaurant market.