Wine X Magazine…. before there was Facebook, Twitter, YouTube and even Pornhub, there was Wine X – an amazing idea conceived in a time of visionary thinkers who would forever change everything about how we communicate, how we deliver information, and how we spend our time.
In the early 90’s, Darryl Roberts, a television producer, script doctor and wine fanatic, noticed that wine was, well, boring. It was your parent’s drink. Twenty-somethings were drinking beer, spirits and alternative alcohols. But looking deeper, Darryl saw that his peers, Gen X-ers, were hanging out in grass roots foodie haunts, not just drinking any beer but premium craft brews; drinking top shelf premium spirits, and spending a lot of money, a lot of money, in places where they felt welcome, with drinks that made them feel very comfortable.
Darryl also saw that this same generation was the new blood in the wine industry; from managing vineyards to working in the cellar to winemaking to marketing. And sometimes to taking winery ownership from the previous generation. The question Darryl was faced with was this: How do you connect the two sides – consumer and industry – in a comfortable, identifiable forum? How do you inspire a new generation to include wine in their lifestyles; on their terms?
That’s where Wine X was born.