Do consumers care where wine brands come from or how they’re made?

I’m at something of a crossroads when it comes to knowing what it is that today’s consumers – particularly Millennials – want to drink. On the one hand, the big spirits brands are targeting the demographic using heritage and authenticity while, on the other, Millennial wine drinkers appear to want their wine brands to keep things simple. Earlier this week, Treasury Wine Estates announced plans to launch its Californian wine brand, Blossom Hill, in Australia.