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 new customers – 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 and spirits.

Here’s why:

Ready-to-Drinks are stealing the thunder
Anti-alcohol extremists are capitalizing on the moment claiming that any quantity of alcohol is dangerous
THC beverages and Non-Alcoholics are aggressively entering the market
Traditional marketing efforts are mostly falling on deaf ears
Traditional wine media remains focused on established wine drinkers and are deemed to be arcane and unrelatable
Added Challenge to the industry, are massive layoffs from distribution companies

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

Gen Z and Millennials are the future of fine wines and spirits.

About Us

Serry Osmeña is a renaissance entrepreneur who has represented some of the top brands in wines and spirits whose unprecedented combination of experience creates the perfect storm for reigniting younger generations’ passion for an uplifted lifestyle. After building and successfully exiting a global luxury brand company specializing in fine wines, exotic automobiles, and timepieces to a multinational Havas Worldwide, Serry leads innovations in cybersecurity while serving as an Opera Delegate fostering relations between Music and The Vatican in a momentous “We are the World” inclusive experience. This unique convergence of traditional luxury expertise and digital innovation leadership provides the exact capabilities needed to transform wine and spirits culture for modern audiences. We can talk about a whole lot more than what’s in the glass!

This perfect storm of capabilities brings together deep industry knowledge, proven brand-building success, and success of digital-age community building as an advisor to numerous technology start-ups. These, and having three young sons in finance and technology uniquely qualify her to shepherd wine and spirits culture into its next golden age. As a reputation management authority who has guided numerous global brands and young entrepreneurs through cultural shifts and even growing pains, Serry brings critical expertise in transforming traditional experiences for next-generation engagement while preserving authentic heritage.

Not many individuals can bridge generational gaps in wine appreciation, create sustainable luxury that resonates with younger audiences, and build authentic communities around shared appreciation. This combination of proven exit success, cultural preservation experience, and digital transformation expertise makes her the ideal leader to architect wine and spirits’ cultural renaissance through the Grape Awakening movement.