The Movement

Reigniting Gen Z’s and Millennial’s Interest in Wines and Spirits

Mission Statement

At Grape Awakening, we believe every bottle holds a conversation waiting to happen. We’re here to spark genuine connections with Gen Z’s and millennials, between remarkable wines and spirits and the curious souls who seek them. By nurturing authentic relationships between brands and their future advocates, we’re quietly transforming how a new generation discovers their perfect pour. While our approach results in selling – it’s about storytelling, creating moments, camaraderie and building bridges between tradition and tomorrow. One glass, one story, one connection at a time.

The Sobering Reality

We Have a Perception Problem

The Truth Bomb

Millenial & Gen Z audiences are steering away from wine

Here’s why:

Ready-to-Drinks are stealing the thunder
THC beverages and Non Alcoholics are entering the market
Traditional marketing efforts are failing
Traditional wine media remains focused on established wine drinkers and are deemed to be arcane and unrelatable
Distribution companies are experiencing massive layoffs

Yet, Natural wines are now having a moment because they speak Gen Z

The Golden Opportunity

$112B Market Ready for Its Glow Up

The Numbers Don’t Lie:

92% prioritize experiences over stuff
3 in 4 young professionals network through social gatherings
Loneliness is a widespread epidemic amongst these generations
Authenticity trumps authority every time

Why should the industry care?

Gen Z and Millennials are the future of fine wines and spirits
They’re not all anti-alcohol, but they’re all anti-boring
They’ll pay a premium for the right experience

Team

Who We Are

Meet Serry and Jean-Louis who have a combined forty years of wine and spirits communications and recognize that it’s time for a new game plan.

Born in Reims, France, Jean-Louis has a distinguished career promoting terroir-based and tradition food, spirit and wine products.

He has an extensive network of contacts amongst importers, distributors and on- and off-trade buyers and influencers, in addition to an impressive list of current and past clients.

A strong believer in education, Carbonnier enjoys conducting seminars on topics including wine and cheese. In 2001, he served as Technical Editor for French Wine for Dummies.

He started his career in New York as the representative for the Comité Champagne (aka CIVC) in the U.S. in 1988. When he is not at work, Jean-Louis enjoys music, photography and reading.

Jean-Louis

Creative Director

SERVICES

Monthly Gatherings in the three key markets
Participation in all social platforms
Content creation across all platforms
Ability to get product in front of consumers and trade with each event
Retail partner support in each market or DTC
Real data and feedback from actual consumers

Pricing will be structured for each clients subject to production quantities

The Solution

Where Everyone’s Glass Rises

Grape Awakening Movement Includes

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The Three- City Symphony

How We Launch

| City | Vibe | Target | Opportunity |

“We’re Not Just Pouring Into Glasses, We’re Pouring Into Culture…one sip at a time”

Our Work

Some Recent Projects

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