Tony Terlato Is Betting on Millennials

Posted by | Posted in White's Wines | Posted on 06-24-2014

Tony Terlato.

Tony Terlato.

As regular readers know, I write a free, twice monthly wine column that’s distributed to newspapers across the country.

These columns are hosted by Grape Collective. If you don’t see my column in your local newspaper, please send an email to your paper’s editor and CC me (David – at –

In my latest column, I explain why wine industry leader Tony Terlato, who just turned 80, is betting his company’s future on millennials.

Tony Terlato Is Betting on Millennials

“When I was in college, we drank beer. When my sons were in college, they drank draft beer. But when my granddaughter was in college, she’d get together with five girls, go out to a restaurant, and they’d each put $10 toward a $60 bottle of wine.”

Tony Terlato, the chairman of Terlato Wine Group, shared this story while explaining why his entire company is focused on millennials.

Marketers everywhere are obsessed with this demographic, which is comprised of those born between 1980 and 2000. But hearing Tony Terlato talk about this generation was different.

Terlato isn’t some young, tech-obsessed marketing executive. He just celebrated his 80th birthday and has worked in the wine industry for nearly six decades.

Master sommelier Tim Gaiser recently praised Terlato for bringing “wine into mainstream American consciousness” and gave him credit for helping change “domestic wine tastes from mass-produced, sweet, fortified jug wines that dominated drinking habits after WWII to the likes of classified-growth Bordeaux, top Italian estates, and the best wineries in California that are enjoyed by many today.”

Indeed, one in every eight bottles of wine over $14 sold in America passes through Terlato’s sales and marketing firm, Terlato Wines International.

So Terlato has seen it all. And he’s more optimistic than ever before about the future of America’s wine market, because he’s certain that millennials are embracing wine.

Check out the rest of the piece on Grape Collective!

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