There has become a common theme in the wine industry in recent years, from the labelling of wine to asking to know exactly how the wine was made: transparency. Consumers want to know what has gone into their bottle - whether or not the grapes were grown organically; how exactly was the wine filtered, using which fining agents; who picks the grapes and are they paid fairly; what chemical processes were used in the vineyard and in the winery (- and I am allergic to them?) ...on and on. As well as what is in our wine and what we are putting into our bodies, marketeers know, more than ever, that ‘story’ is vital. Millennials, more than any other age group before, are most likely to become loyal to a product or brand, because of the story behind it - and it had better be honest. In a world where we often feel we are losing personal connection, young consumers (in particular) want to relate to the brands they support - they want to connect. With a level of choice out there growing year on year, we want to choose things in our lives that speak to us authentically and represent us on a personal level.