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Vintage Appeal

Breathing new life into an old product.

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This story appears in the September 1998 issue of Entrepreneur. Subscribe »

So much for hearing it through the grapevine. Although wine is a much appreciated (and even coveted) alcoholic beverage among older consumers, the youth of today are decidedly reluctant to exchange their beloved brewskies in favor of, say, chilled Chardonnay. What's a presumed-to-be old-fashioned (read: stodgy) industry supposed to do?

Pop the cork on Wine Brats, launched five years ago by Sonoma Valley vineyard heirs Jeff Bundschu, Jon Sebastiani and Michael Sangiacomo (pictured below at left, second from left, and far right, respectively). The nonprofit Santa Rosa, California-based organization is working to get notoriously wine-shy Generation Xers into the cellar. "We're out to introduce the next generation to wine," sums up executive director Joel Quigley. "We [present] wine in a fun, approachable way."

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