July 7, 2025 – Are Winemakers Lying About Alcohol Content?

Winemakers might be playing a little loose with the truth—at least when it comes to what’s on the alcohol label. And while Gen Z gets branded the "sober generation," new data says they're sipping more than expected.

Table of Contents

  • Does 1.5% matter all that much?  Well, probably more than you think.
  • They Drink. They Don’t Drink.  Oh, I guess they Do Drink?  What Generation are we talking about this week?
  • New American Oak.  Not your grandfather’s Oak.  It may be the next big thing.
  • And we have another Tasting Room Report to discuss.

Wine News Round-Up

New York Post – Winemakers Are Fibbing About Alcohol Content — Here’s Why They’re Getting Away With It

I’ve known about this for years, but The New York Post has an eye-opening article on a little-known secret in the wine industry. It turns out some winemakers may not be telling the whole truth about what’s really in the bottle. From the Article:

The Alcohol and Tobacco Tax and Trade Bureau (TTB) — the federal agency that oversees alcohol labeling — allows wineries a significant amount of flexibility when it comes to ABV numbers, originally reported on by Food & Wine.

In Europe — and several other countries — the ABV range is 0.5% in either direction.

In the United States, wines with an alcohol content of 7-14% ABV can vary by up to 1.5% from what’s printed on the label and 1% for those with higher alcohol content.

Decanter – Gen Z Not Shunning Alcohol As Much As Thought, Says Survey

They Drink, They Don’t Drink.  Hmm, so people’s habits change?  Shocking. The so-called “sober generation” might not be as dry as everyone thinks. Decanter dives into surprising new data that challenges assumptions about Gen Z’s relationship with alcohol. From the Article:

In March 2025, 73% of Gen Z adults said they had consumed alcohol in the previous six months, found the IWSR Bevtrac survey. 

That’s up from 66% when the same question was posed two years ago. IWSR said its Bevtrac survey included legal-drinking-age adults in 15 markets and defined Gen Z as up to 27 years of age. 

In the 2025 survey, 70% of Gen Z respondents in the US said they had drunk alcohol in the past six months, up from 46% in 2023.

The figure likewise rose from 66% to 76% in the UK, and from 61% to 83% in Australia.  

Across all age groups, this year’s survey found that 78% respondents claimed to have drunk alcohol in the past six months. 

Wine-Searcher – Oregon Oak: Wooden It Be Nice?

Oak-ay, this might surprise you—Wine-Searcher has a fascinating look at Oregon winemakers turning to local oak barrels instead of the usual French or the “Standard” American Oak options. It’s a fresh spin on aging that could reshape how we think about wood and wine. From the Article:

American oak has long been synonymous with sweet flavors of vanilla, coconut, and dill, which are attributed to the barrels’ raw material, Quercus alba (American white oak).

However, a more restrained, lesser-known type of American oak is making its way across the wine and spirits industry, and domestic producers are catching on. Wine-Searcher spoke with three Oregon locals to learn more about Quercus garryana (Oregon white oak), the Pacific Coast hardwood gaining traction amongst winemakers and distillers alike.

So the bottom line is, Oregon winemakers are exploring Oregon white oak, for its more restrained and transparent influence on wine compared to French oak. Despite being denser, pricier, and harder to work with, it offers unique characteristics like subtle salinity and mineral texture. As a result, many producers are blending it with other oaks, signaling a quiet but meaningful shift in American barrel-aging practices.

Wine Business Monthly – 2025 Tasting Room Survey Report

We talk about tasting rooms all the time—but what’s actually happening on the ground? Wine Business Monthly’s new survey sheds light on shifting guest behavior, staffing challenges, and what’s driving success in 2025. From the Article:

The 2025 WineBusiness Monthly Tasting Room Survey was conducted between February and March 2025 and revealed that the decline in tasting room visitation from post-pandemic highs has slowed. The wineries of Napa County were alone in seeing an average increase of 3% in total visitors in 2024 compared to the previous year while the Rest of California region saw the largest decline of 14%.

Limited production wineries, or those producing fewer than 1,000 cases, saw the biggest increase in visitors of more than 14% compared to 2023. The biggest decline in average total visitation was seen among the largest wineries with more than 500,000 cases, a decline of 16% on average.

Wine & Winery of the Week

Sanger Family Wines in Solvang, CA

Sanger Family Wines is a fusion of three complementary labels—Consilience, Tre Anelli, and Marianello—all brought together under the stewardship of Bill and Jan Sanger. Each label has its own personality, but they all orbit the same Mediterranean sun, both stylistically and philosophically. Think Old World charm with a California accent.

2022 Marianello Cielo Rubio

The 2022 Marianello Cielo Rubio captures the Mediterranean influence that shapes much of Santa Barbara County’s red wine identity, but does so through a distinctly Californian lens. Built from estate-grown Sangiovese, Cabernet Sauvignon, Merlot, and smaller shares of Cabernet Franc, Petite Sirah, and Petit Verdot, this blend leans into structure and concentration. It’s the flagship red of the Marianello label, and while the style nods to Tuscany, the execution is clearly tailored to the soils and rhythms of the Santa Ynez Valley.

Restaurant and Corkage of the Week

Hank’s Fine Steaks & Martinis in Henderson, NV

There are steakhouse dinners, and then there are Hank’s steakhouse dinners. Tucked into the Green Valley Ranch Resort in Henderson, Hank’s Fine Steaks & Martinis is the kind of restaurant that doesn’t just aim to impress—it grabs your taste buds, your Instagram feed, and your inner gourmand and says, “Buckle up.” Named after legendary Las Vegas Sun publisher Hank Greenspun, the restaurant brings a touch of Vegas history to the table while dishing out some seriously decadent surf-and-turf classics.

With 1,100+ glowing Google reviews and a solid 4.5-star rating, Hank’s clearly knows its audience. Whether you’re celebrating a birthday, an anniversary, or just the fact that it’s Friday (or any day of the week), this place sets the scene for a memorable (and indulgent) night out.

Corkage Fee is $35 Per Bottle / Max 2 / Can’t be on their Winelist

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