A Winemaker’s Challenge: How to Get Young Consumers to Take a Sip with Connor McMahon

Connor McMahon of Full Draw Vineyard is on a mission to connect with a new generation of wine drinkers. With wine sales dropping 6% in 2024 compared to 2023, this Iowa native turned California vintner is challenging traditional perceptions of wine by making it more approachable, less intimidating, and ultimately more enjoyable for younger consumers. Through travel, conversation, and a laid-back philosophy, he is redefining how millennials and Gen Z engage with wine, one sip and one story at a time.