In recent years, discussions of wine connoisseurship have been buzzing with noise about the rise of wine collectors under the age of 40.

Indicative of the changing demographics, among the clientele for wine and spirits at Sotheby’s in 2022, a stellar 30% were under the age of 40, and in what was a record year for the department globally, more than one third were hailing from Asia.

How is Penfolds, one of Australia’s oldest and most iconic wineries, adapting to this trend? Plus, can tech and AI bridge the gap with younger wine consumers?

We find out from Stephanie Dutton, Penfolds Country of Origin Group Winemaker.