In this Thursday edition of the AgNet News Hour, Nick Papagni and Lorrie Boyer sit down with Roger Isom, a leading voice in California agriculture. The conversation covers critical challenges and opportunities for growers, including regulatory pressures, water scarcity, rising energy costs, and strategies for advocacy heading into 2026.

In today’s episode of the AgNet News Hour, host Nick Papagni (The Ag Meter) and co-host Lorrie Boyer wrapped up a lively discussion on the changing landscape of wine consumption and what the wine industry can do to engage new generations of drinkers.

Lorrie explained that younger adults are drinking less wine for several reasons—cost being a major factor. Many prioritize health, career, or school, while others prefer non-alcoholic beverages now trending in breweries and restaurants. She noted that wineries may need to expand into non-alcoholic options, just as beer companies have.

Nick and Lorrie agreed that modern consumers focus more on experiences than alcohol volume. Craft cocktails, tasting-room visits, and curated beverage moments continue to capture interest. At the same time, the overwhelming number of wine choices can intimidate new drinkers, especially when bottle prices are high.

Lorrie shared her personal love for wine tasting—trying small pours, exploring Cabernet and Zinfandel, and discovering new favorites based on food, mood, and weather. She emphasized that winery visits are about more than wine:

Nick added that “every bottle has a story,” underscoring why wine remains a unique and powerful part of agriculture.

Nick and Lorrie closed the episode with excitement for upcoming holiday-themed content and encouraged listeners to return tomorrow for more ag news, insights, and seasonal fun.

Listeners can find additional information, connect on social media, and subscribe to podcasts through AgNetWest.com.