'It’s not the taste of wine that turns young drinkers away, it’s everything around wine' - German Wine Institute's head of national & international marketing, Steffen Schindler

According to the German Wine Institute's head of marketing, the real problem isn't that young people don't like wine's taste, it's the baggage and perceptions surrounding wine culture that put them off. In an interview with Global Drinks Intel, Steffen Schindler explores how the wine industry needs to rethink its approach to engaging younger drinkers by reconsidering everything from branding to lifestyle positioning. It's a timely perspective on one of the industry's biggest challenges.