Bordeaux encourages wine by the glass to draw younger crowds

In Bordeaux, France, local winemakers are facing significant challenges as President Donald Trump’s tariffs, declining international demand, and increasing preference for beer among younger consumers contribute to their struggles. To counteract these issues, bistros and bars in the region have started offering a wider selection of wine by the glass. This initiative aims to increase the affordability and accessibility of Bordeaux wine, enabling less knowledgeable and younger drinkers to enjoy it. This circumstantial shift represents an effort by local producers to bolster regional consumption and adapt to changing market dynamics. The winemakers hope that by promoting their wines in a more approachable way, they can appeal to a demographic that is less familiar with traditional wine consumption habits.