Day Pass Wednesday December 9
All day events in the Lechwelten incl. lunch at a reduced tariff.
Talk & Lecture
The industry’s question of our time
How Wine Reaches Younger Generations
Date 9 DEC 2026
Location Lechwelten
Time 11:00 – 12:30
Price incl. VAT
€ 95,00 incl. lunch from 12:30 p.m.
Younger people drink differently, less frequently, and more deliberately. Anna Wallner moderates a discussion with Milena Berman, Marie Schwesinger, Freddy Bulmer, and Giovanni Gaja on approaches, language, and new formats.
Tickets
Week Pass Lechwelten December 5-9
All events at Lechwelten incl. lunch from December 5-9 at a reduced tariff.
Single ticket
How Wine Reaches Younger Generations
Details
The wine world is wrestling with the next generation. Many younger people drink less alcohol, move naturally in digital spaces, and respond with sensitivity to classic sales rhetoric. How can wine remain relevant without pandering?
Anna Wallner moderates a panel that brings together different approaches: Milena Berman shows with Vin et Hip Hop how culture, music, and wine open new spaces; Marie Schwesinger alias @dieweinsteigerin conveys wine knowledge on social media in an accessible way; Freddy Bulmer reports from the trade and the Wine Society; Giovanni Gaja brings the perspective of an iconic family estate. At the centre stands the question of which language, formats, and values carry today.
incl. lunch from 12:30 p.m. Cancellation Policy
Location
Speaker
Anna Wallner
Anna Wallner studied law and has worked for the Austrian daily newspaper Die Presse for around twenty years. There, she has held various roles, including media editor and managing editor of Presse am Sonntag from 2009 to 2024. From 2019, she headed the debate section as well as the newspaper’s podcast division. Since 2025, she has been Head of New Media, responsible for audio, video, and social media. In 2013, she was a Fellow at the Reuters Institute for the Study of Journalism at the University of Oxford; in 2025, she spent three months at The Wall Street Journal in New York as part of the US-Austrian Exchange Fellowship.
Guests
Milena Berman →
Cultural Producer & Experience Director
Freddy Bulmer →
Buyer & Austrian Wine Specialist at The Wine Society
Giovanni Gaja →
Gaja Co-Proprietor & Barbaresco Ambassador
