From a simple afternoon with a bottle and charcuterie board to guided tours of its cellar and operations, the winery L’Ecole No. 41 is making a play to draw in the next generation of wine enthusiasts with a new slate of experiences. 

The Walla Walla Valley winery recently updated its outdoor patio but its staff are also refreshing how it engages with guests as the school the winery resides in celebrates its 110th year, according to a release. 

“We’re seeing a growing appetite for approachable, immersive wine experiences, especially among younger consumers who are seeking more than just a tasting,” said Melissa Clubb, third-generation family member and the winery’s brand manager, in a statement. “These experiences were made for everyone, but creating space for a new generation is a major focus.” 

L’Ecole No. 41’s Experience Menu includes simple and casual services, such as a prepared picnic basket with a pour of your bottle choice to the Legacy Cellar Experience, where you can visit the original L’Ecole cellar to taste rare library wines and have the opportunity to buy from the catalog. 

Availability of experiences varies during the week. See the full Experience Menu online.  

Wine industry experts have cited changing demographics as one of the factors behind the contraction in wineries and wine production in recent years. Specifically, the wine-loving and aging Baby Boomers are becoming an increasingly smaller part of the customer base and younger generations tend to be teetotalers. 

“We must unite our efforts to attract new consumers into our communities. There is a lot of work ahead of us to ensure we are welcoming these emerging consumers into wine,” Kristina Kelley, executive director of the Washington State Wine Commission, told the Tri-Cities Area Journal of Business for its recent Focus: Agriculture + Viticulture magazine.