Breaking Down Wine Discovery Barriers For Modern Drinkers

Struggling to enjoy wine without feeling lost or out of place? Dive into this episode as Kristi Mayfield and sommelier Hennex Vigo confront wine’s intimidation factor and reveal how to make wine approachable for Millennials, Gen Z, women professionals, and curious drinkers. Learn why traditional wine education feels outdated and discover actionable strategies that empower you to discover new wines, trust your palate, and sidestep wine snobbery for good.

Explore how communal tastings, flavor exploration, and wine confidence-building can help even beginners break down barriers. Kristi and Hennex explain why “failures” are part of the journey—even for experts—and how embracing curiosity can unlock a world of wine discovery without the pressure of memorizing grapes or vintages.

Discover real-world tips for shopping at wine stores, approaching restaurant lists, and hosting your own wine tastings—plus, learn which lesser-known affordable wines will impress your friends. This episode is packed with insider tools, book recs, and easy ways to deepen your wine appreciation—no jargon or gatekeeping required.

BY THE TIME YOU FINISH LISTENING, YOU’LL DISCOVER: 

• Why wine feels intimidating to a new generation—and how to break through the barriers holding you back. 
• How to ditch the fear of “getting it wrong” and trust your personal palate preferences. 
• Actionable wine tasting exercises and events to boost your confidence in every setting. 
• Myths about “expensive” wine and top sommelier-approved recommendations to get started.

Timestamps:

00:03:18 — Why Wine Intimidates New Drinkers: Breaking Down Barriers
00:07:39 — Even Sommeliers Get It Wrong: Building True Wine Confidence
00:12:26 — How to Host a Judgment-Free Wine Discovery Night
00:15:11 — How to Navigate Wine Shops: Tips for the Novice and Curious
00:18:44 — Unexpected Wines to Try: Beyond Chardonnay and Cabernet
00:23:42 — Simple Steps for Creating Your Own Wine Discovery Path

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Transcript

EP 39 | Wine Discovery TRANSCRIPT

Kristi Mayfield (00:00)

Let's get real. Wine is losing its cool for a whole generation of smart, curious, and adventurous drinkers. The millennials, Gen Xers, even Gen Zers are saying, wine feels a little too formal and isn't for me. Or I'm afraid of ordering the wrong thing. And it's just way easier to order a cocktail. But that's not because wine isn't exciting.

It's because wine discovery has been made too intimidating. The way wine is taught, the way wine is sold, the way it's talked about doesn't really reflect how we live today or socialize today or even learn. Today, however, I am joined by Genix Vigo, a fine wine distributor in sommelier who's helping people rediscover the joy of wine through some approachable real world

wine discovery. He works directly with emerging professionals, women in business, and curious drinkers who want to enjoy wine confidently without memorizing a textbook. So stay tuned.

Kristi Mayfield (01:24)

Every report you read these days about wine seems to be all doom and gloom. It's the end of the world. It's the end of the wine industry or sometimes even the entire alcohol industry. The younger generations just aren't drinking and wine is losing out to craft cocktails, RTDs or ready to drink beverages. And even in my own house, we're stocking up on things like beer and seltzers or Deep Eddy's grapefruit vodka.

rather than wines when we're having the 20-somethings over. So how do we re-inspire wine as a beverage of choice for generations who have not yet found their place in the wine world? Well, Genix welcome to the show today. Super excited to have you here.

Kristi Mayfield (02:12)

around our topic for today. What are you seeing as far as the wine industry is concerned and the challenges?

Genix Vigo (02:19)

thank you for thank you for having me, Kristi My name is Genix I work in the fine wine division within Breakthru Beverage called Aspect. And I'm based in San Diego, California. to your question, especially now, within the younger generation, they're not really drinking. And then if they are drinking, it's usually a lot of pre-made stuff, it's seltzers or

ready to go cocktails So there's been a disconnect with the wine world, at least what I've witnessed here in this market. And just bringing that exposure has become harder and harder each year.

Kristi Mayfield (02:54)

Genix what do you think is actually keeping younger generations from becoming part of the wine world or embracing the whole discovery around wine? Is it our language? Do we have any perceived gatekeeping that's going on? Or are we just really outdated in the approach to bringing people into wine because we've made it too difficult or too pretentious or something else?

Genix Vigo (03:18)

I think there's always been this disconnect with people who don't necessarily know a whole lot about wine and those who do. A lot of the time, sommeliers will kind of hone in on the intricacies of winemaking, how the grape goes all the way into the bottle, whereas you gotta find this almost spark and passion that goes into that as well to just at least grab someone in the initial...

introduction to that style of wine or region so you don't lose them. I've been guilty of that when I first became a Somme. I was honing in more so on the sugar levels and the acid and everything that made that wine become what it is. But to a lot of consumers and just everyday drinkers, that stuff's not really important. It doesn't really grab them, know, it bores them really.

Kristi Mayfield (04:10)

So instead of inspiring someone into what's going on in the bottle, it's almost like they've been overwhelmed and pull away from that experience and that wine discovery.

Genix Vigo (04:24)

Exactly, yeah, and you know you because you could tell someone that you know you love chardonnay and chardonnay is a great wine, but you know you have chardonnay from France, from California, Australia, and all of which are different stylistically. So how do we how do we make that exciting? How do we make that easy to understand that you can find chardonnay from different regions and sometimes they're not even called chardonnay?

Kristi Mayfield (04:48)

Like or Chablis

you work with a lot of restaurant industry professionals, probably wine professionals at wine bars, wine shops, But let's talk about wine enthusiasts, particularly maybe even narrowing it further to, say, professional women who are navigating business events, they're navigating social events, they're navigating just life experiences.

And wine continually shows up. There's wine on every restaurant list, every bar list. And we all of a sudden have created this tension that we just talked about. And it keeps showing up. So from a perspective of what's going on with, our listener who does feel that overwhelm when it comes to wine, how would that come across as far as impacting their level of confidence? And what are ways in which

you can work with them or ideas that you would give them to become confident in wine.

Genix Vigo (05:52)

You know, I have to say I am so happy that the Somm community and the wine community here in San Diego is predominantly women. And to me, it's great because we need more of that representation throughout the whole scope of it. Because before, at least within the court, it used to be more of a boys club. And now more and more each year is just expanding in that. I think with San Diego, and in my experience, we have a lot of

communal activities. Just right now actually happening, we have a Somm tasting group that goes on every Monday we each bring one bottle and we blind taste and we discuss and you know, we better ourselves in understanding the region and that grape specifically. And a lot of it is testable wine within the court, but still it's just kind of being in that space and then in the openness that like

you're not always gonna get the wine right. It's okay if you don't, but it's like putting yourself out there and trying it and hearing what everyone else has to say and how they feel, how they approach just learning about the style and the overall.

Kristi Mayfield (07:02)

well, you kind of exposed that even sommeliers, people who are in this industry 24 seven, it's their livelihood, it's their passion, and they are doing all of the study. You mentioned Court of Master sommelier, I follow the wine and spirit education trust vein. But even in those situations of blind tasting, you're not going to get it right every single time. And so the confidence level though is, does that deter you?

from going back the next Monday and joining that? how would you translate that to an everyday consumer to help them understand even you as an expert are gonna miss?

Genix Vigo (07:39)

it's at least to me, took time to accept as well as that I'm always, I'm not going to learn everything about wine. Just when I, I, when there's one moment where I think that I do know what I'm talking about. And then I start reading another book or I meet another sommelier that's even more talented than me. I come to realize, I don't know shit. I excuse language, but I think, I think it's, important to remind yourself that you're never going to learn everything about wine,

And for me, it's putting myself in situations where I'm a little uncomfortable and I am surrounded by people who know much more than me. Whereas if someone doesn't really like that environment, I always encourage them to go to just like a wine tasting. I like to host those a lot in some of my retail accounts where there's a couple of wines, whether it's free or usually like $20.

or experience both to hopefully different grades that you may not necessarily come across. And you can ask this person questions about it and hopefully they can make it fun and approachable to you in that moment.

Kristi Mayfield (08:41)

So instead of second guessing your palate, using that as a test without a grade to expand your experience rather than feeling like you're going to get that failing grade.

Genix Vigo (08:54)

Right. it's just, know, like trust, trust your palate and, the biggest struggle I think is kind of understanding what it is that's happening in your, in your mouth and what you're picking up. And, ⁓ that takes time. There's different tricks and, processes to help you improve that, but just not being afraid to go out there and try one is the biggest first step.

Kristi Mayfield (09:18)

So what are some of those common myths or missteps when you are talking to somebody who's possibly newer to wine and they're trying to launch their own wine discovery? They think they need to know it all or on the opposite side of the coin, do they just default to things like highly rated wines or wine trends rather than trusting their own palates?

Genix Vigo (09:46)

For sure, one of my best friends, when I first got into his role and when I first met him at the San Diego, he didn't like wine. And he was convinced that wine was just never gonna be a beverage for him. But then I started bringing all these, because I have access to a bunch of different wines and I started bringing these around to dinners slowly but surely he came to realize like, oh, actually this wine's cool because of X, Y, and Z. So now he's a big fan of.

bold red, like Cabernet Sauvignon, or Brunello de Montecino, Barolo. He now knows that he likes that style, that tannic structure with a little bit of acid and dark fruit ⁓ is his go-to now. And so like now he's able to curse that and he keeps to different wine bars or wine events. like, I want this style of wine in comparison to these grapes that I've already had. Do you have something new that I could try

Kristi Mayfield (10:36)

That's a great way of approaching it. And in WINE WIZE I teach three white wine styles and three red wine styles. And I think what your friend is a fan of is what I call packed with a punch reds. my students don't have to know every single grape or style of wine that fits in those buckets. They just have to know that that's what they prefer. I love, hey, listen, this is my style of wine that I like.

I've had Cabernet, might have had, you know, Nebbiolo's or Brunello's and things like that. Can you find something different for me to try in that same style? And that is a great any wine enthusiast or especially if you're new to wine, I love looking at, I call them the periphery wines. Here's your core. This is what you like. Now let's start moving out on those outer circles to find some new things, right?

Genix Vigo (11:27)

Yeah, and I think that's just the easiest way to discover new wines and leaving it up to the professional to help you.

Kristi Mayfield (11:36)

somebody is fairly new to wine and they really want to explore it, to discover their own path in wine, their own journey, one that's authentic to them, but a lot more fun than potentially they've been exposed to, whether that is at dinner where it's very formal or maybe even at a wine tasting where it's

the conversation's gone too technical. And they really want to embrace it or you're trying to encourage them in a way that's fun, it's exciting, it's more about the experience than all of the, let's say, technical jargon and the educational overwhelm that a lot of experiences.

typically focus on what are some ways that you've broken down wine into more of that experiential mode.

Genix Vigo (12:26)

I love getting a group of friends together and having everyone bring a wine they've never had before and doing minimal to as much as reaches as they'd like. ⁓ If they don't want to research it at all, that's cool too. But bring a bottle, right? You don't recognize the region or anything else about it. We all pop it, we drink it together and we discuss what, like, why do we like this? Why do we all like this? And then it's...

we need to do research in that moment, we'll Google it, or maybe get a text sheet online or something or winemaker notes. And that's just like, you're among friends, right? So no one's gonna judge you, no one's gonna care of whether you like the wine or not. And you can even bring some food, then, because a lot of wines do require some food, and it's always encouraged. Some can be enjoyed by themselves, but I think

Putting yourself in a situation where you're the most comfortable at not knowing what you're talking about is really important because, and you're not discouraged, right? If you go to a wine tasting and you're among all these people that are doing the swirl and doing everything that they have trained for and they're discussing it in such a way that you have no idea what they're saying.

then of course you're going to be like, well, I don't want to be in that situation ever again, because I don't, didn't know what I was saying. think taking a step back, even go into the park and buying a bottle and then sharing it with your family, it's always a good way to kind of build that spark. Cause I love those situations. I love the scenarios where I'm discovering something with people I care about.

Kristi Mayfield (14:05)

That's a great recommendation to move into that safe space if you feel uncomfortable and you want to explore something new instead of in more of a formal setting. for someone listening who has felt that sense of being left out or felt that sense of being completely overwhelmed and not being part of the inner circle of of wine, let's talk about

So if you met someone today at a wine shop that is one of your customers and they express to you this same exact concern I just described, whether they have no confidence, they feel like they will never know enough, or they're just afraid of making a mistake, what's one small empowering action that they could take in that moment?

to reshape how they think about wine and reengage with wine on their terms, not on, industry's terms.

Genix Vigo (15:11)

That's a good question.

in the tastings that I host, there's always people, right? They're like, I have no idea what the script is. And what you're saying to me. So how do I do this? And to me, it's like, honestly, I'm gonna pour you a little bit. You taste it. If you like it, great. And if you don't, cool. I think just kind of having that.

reminder that like it not to like something it could be expensive it could be a $80 bottle of wine or $10 bottle of wine if you don't like it that's okay we're not meant to like every style of wine I can I have a big list of wines that I don't personally enjoy myself but just because the world sees it as this prestigious wine doesn't mean I have to follow that trend or you know it's it's understanding that the beautiful thing about wine is there's a wine for everybody

and there always will be no matter what. just kind of having that journey for yourself to find it, to find your favorite wine or even the wine that you didn't know you would love is to me the most beautiful part about that journey. And just to kind of have this curiosity and openness to whatever comes your way in regards to the next bottle of wine you could enjoy with whoever,

Kristi Mayfield (16:22)

if you were able, this coming weekend, you were creating this wine experience and you could have 20 people and these are people you don't know, but they fit a profile. They're all part of a similar group of people who are just starting out trying to enjoy wine. And you could curate this event,

What would be your ideal event that you would put together that you think would really start to break down some of those barriers What would an ideal discovery type of event look like that you would curate?

Genix Vigo (16:59)

times it's to me important right to have a really approachable environment it's if you're already walking into a space and it already feels stuffy you're just gonna be the skirt but off the ballot off guard I mean music is huge I'm a big music advocate and setting a comfortable approachable space so like anywhere I do it a things I make sure that I'm in charge of the music and play something that's not super distracting but

like nice enough to kind of just set a nice vibe and really just making the second they walk in and making them feel welcome, making them feel like there's really no right way to be here. So, you you want a glass, you want a cup, whatever it is that you want and how you want to enjoy your wine. Cool. You want me to talk about it? Great. If you don't, awesome. I am here for you and help you discover different styles of wines.

my only mission here. And if you have questions, great, I will have the answers for them. And so to me, it's important to really set the environment as comfortable as I can. I wouldn't necessarily say there's like a certain step by step that I would do for my events. A lot of them are different. Sometimes I'll be a guest Somm at a restaurant and those are different because now I'm approaching the table as if I were part of the team and talking to them about the

the wine list and why each wine was selected within that section,

Kristi Mayfield (18:28)

in that scenario, if you were to pick three wines that you think would be fun to expose people to that probably are well that are definitely going to be outside of let's say Chardonnay, Pinot Grigio, Merlot and Cabernet, what would be three wines that you would pick?

Genix Vigo (18:44)

With this weather, I love to feature some like, come Amalfi coast whites. So like I'm a big fan of Greco. I'm a big fan of +Falanghina And, ⁓ you know, those two writers already are really like refreshing, approachable, but they're still offer some level of complexity that's exciting.

Kristi Mayfield (18:45)

Good point.

Genix Vigo (19:11)

⁓ And they're reminiscent of like a Sauvignon Blanc or a Grigio, but obviously with more complexity. But then you can get really quirky with it. You can do like a single varietal Xarello and then you're like, what the hell is this? And then you can go into it like, well, do know what cava is? They're like, yeah, we know what cava is. Like this is one of the grapes that's authorized to be used.

in Cava production and then that's a whole nother rabbit hole right now we're talking about it you're like whoa like I didn't know like this was an authorized grape or that you needed authorized grapes to make that style of wine and then when it comes to reds I mean I'm a huge Rioja fan, Tempranillo is like my favorite red but

You know, can get even a court here with it. can do Narello Mascallese from Sicily and a lot. that grape in particular has been really successful for me because not a lot of people know it and I always feature it on my casings and it's always a hit. it honestly is really inexpensive. If we're talking sparkling, then I like to go.

because those are fun. that, you know, utilize the traditional method of sparkling wine. And so you're getting the similar quality of what a champagne has to offer with like a fraction of the price. And so you can, so you can explain to them, right? That like it does follow the same process, but it's just doesn't come from that region. And just because it doesn't come from that region doesn't mean it's not of quality.

Kristi Mayfield (20:27)

Exactly.

So Genix you and I need to go ⁓ drink some wine together because every single thing that you just mentioned would be on my list as well. So many fabulous varietals out there that just don't get a lot of street cred and don't get a lot of FaceTime, but they're delicious. And to your point, they're also extremely affordable. So I think that's one of the big things when you're first getting into wine as well is

It can be scary to pick up a bottle that's, you know, 50, 75, $100 and think this is one bottle of wine. What if I don't like it? what are some tips that you would give our listener around that whole concept does a more expensive wine mean you're going to like it any better or not?

Genix Vigo (21:27)

Psychologically, yes. I know a lot of people will convince themselves just because something's way more expensive. It's 10 times better already. where one could argue that a $30 bottle of wine could be better, but that's just their own palate. But honestly, if you bring out

I'm just gonna go crazy. You need a bottle of Domaine de Romaneé Conti Already that moment in time is truly special just because that wine is just so rare, so expensive and it's hard to forget. it's thousands and thousands of dollars, but at the same time, we still have the same moment with a 30 or $50 bottle of wine. I think people could trust scores to a certain extent, but.

Honestly, wherever it is that you're buying this bottle of wine, ask the SOM or ask the shop owner, because they pick every single one of those bottles, especially if it's a boutique wine shop, they'll know every single bottle of wine in there. They've tasted it and they've made sure that it fits a certain category. And even if it is of a higher price point, there's a reason behind that. A lot of the times, California wines tend to be more expensive only because the rent

in Napa Valley or anywhere really it's tough and it keeps increasing. Whereas a lot of the times in Europe they own the land so those wines are going to be inexpensive but that doesn't mean they're cheap and they're of lower quality. They just don't have many bills to pay therefore they can charge it in a more approachable manner.

Kristi Mayfield (23:03)

great tips. in wrapping up, putting yourself in a scenario where you've got a group of people who are, newer to wine, they're just getting started on their wine journey. Can you wrap us up with the top

three to five tips that you would share with these potential wine enthusiasts in order for them to really move past these traditional misconceptions of wine or the stuffiness and pretension around wine or what it would take for them to be successful in creating their own wine discovery, making it their own, What would this framework look like?

Genix Vigo (23:42)

I was 21 years old when I started my wine journey. And it was solely because I wanted to move up in the restaurant that I was working at. If you wanted to become a server, you had to become at least a level one Somm. And so I started that journey and that first year was tough just because I thought it would be easy and then I could just kind of cruise my way through and I came to realize that wasn't the case. And so the following year...

I really buckled down and read everything that I can find online. And there's a couple of books that I personally love. Windows on the World, it's super approachable, really easy read. But my favorite so far ⁓ that really sparked the passion that I had for wine was The Wine Bible by Karen McNeil. That book and the way that she tells the story about wine within

each wine region is so beautiful. It's so poetic and she just brings a romance into it, which I think is important and it's forgotten. A lot of other wine books are very useful and very technical, but they can be a little dry. but you've got to remember that without the romance and without knowing that.

each wine has its own culture, you're going to lose the bigger picture and truly the root of what makes wine super beautiful. Also, going wine tasting at a winery is, I think, important because now you're in it, you're in the dirt, literally, and you're witnessing how the wine is made and who's making it and why they want to make it in that way within that state or

country or wherever you may be. I've had the pleasure of seeing a couple wine countries already and man like Oregon by far is the most beautiful I've seen so far. I haven't been outside of the country yet. But just driving around and having seen everything around me, I'm like wow, I could see why people came here and realized that wine was meant to grow here and to bring your own.

approach to it and telling your story through that bottle of wine I think is beautiful because at the end of the day you want a bottle of wine to commemorate a dinner or celebration or anything like that. not getting too lost in the technical aspects of it is important and then finding a way to bring your own passion into that journey for yourself.

Kristi Mayfield (26:10)

Getting out into the vineyard or in a winery and seeing where all, I call it the magic happens is really a great way to see behind the curtain. Wine is, to your point, wine has stories. Wine is an agricultural product that transforms magically from a simple, humble little grape into some pretty amazing stuff that we put in bottles and then ultimately,

pour into our glass. And I think the tips you gave are really great. And I think the tips we talked about earlier, don't just stick with what you know. Be able to talk about why you like something in order to get into that periphery around it to continue to explore and discover new wines is equally important in that exploration. And then trying wines side by side.

you brought up Chardonnay at the very beginning, why maybe a Napa Chardonnay, pop the cork on one next to a Burgundy Chardonnay and just see for yourself how different they are. And that's part of the exploration I love to encourage people to do is it's great to pour one bottle or one glass. But if you put two glasses that are completely different side by side and compare them, you really start to understand how different the stories are

Genix Vigo (27:35)

And then, and then in that you, I had at least like to kind of go with my curiosity and be like, okay, why is this different? Why does this chart made from this area differ from this? And then you, and then you just open kind of the box and you start learning all this random stuff. To me, it's really cool. To some, maybe not, but honestly, like you can pick and choose whatever it is that you want to learn and just use that. And to me, that's enough.

I don't think you need to know everything about the wine as long as you enjoy it and you help others enjoy it. think you're already doing the right thing.

Kristi Mayfield (28:15)

So

you mentioned a couple of books and I have both of those and they are Windows on the World and the Wine Bible are classics. I actually bought both of them and read both of them prior to even taking ⁓ any formal wine education because they're just that well-written. books like that.

finding tools I use in my classes, the wine wheel or I call it my flavor decoder because I've added some additional elements to it. Do you have any tools that you often recommend to wine enthusiasts to help them with tastings or in exploring wines further?

Genix Vigo (28:55)

I think maybe a lot of Somms will agree with this, but, because a lot of the times when you're evaluating a bottle, right, or a wine, you don't, like, it's hard to kind of know what it is you're smelling sometimes. So it's a weird thing to do. But go to your local grocery store or supermarket and just start kind of smelling spices, smelling vegetables, different fruits, and then.

when you familiarize yourself with that smell, when you go back to the wine, you're like, that's what that is. That's thyme. no, that's sage. That's lychee. That's passion fruit, kumquat. Like there's so many other different things you can pick up and not, I don't like when people say that, you should be only getting this from this wine. Like, yes, that's, there are certain characteristics that are like true to a style, but some wines can be oxidative. Some wines are just made differently. They can be malo or what have you.

those are going to be different characteristics on the nose. like, just be open to what it is that's coming your way. And you can say the weirdest thing out there and I'll be like, yes, absolutely. I don't get that myself, but I love that you found that in that one. And if that's true to you, then keep it, use it. And to me, like getting creative with that part of the discovery process is important because you won't get discouraged and you won't feel like you're doing something wrong just because you're not following this like little sheet.

that tells you you can only get this from that one.

Kristi Mayfield (30:22)

Yes, everyone's smeller, everyone's taster is different. And truly, that is the Pandora's box of finding flavors and aromas. It's your local grocery store. definitely a place of exploration. Genix wine discovery really is not about

having all the information, not about knowing it all, not about being able to nail every wine that you're blind tasted on. It's really about being curious and playing around with it, testing things, trying new things, not asking for permission and definitely not comparing what you like or what you taste to the point you just made or smell with the person sitting next to you.

Genix Vigo (31:06)

I think just, be easy on yourself and it will take time learning everything that you feel is necessary for your wine journey to be where you want it to be. It's difficult for sure. The wine world is vast and each and every day it's expanding, it's collapsing and to just have fun with it.

find a great bottle of wine that's super affordable that you can just keep going back to. So that way you have a strong foundation and you're not like tasting crap wine left and right. just open up bottles with your friends and family and get after it. it's a beautiful, it has been a beautiful journey for me. I didn't think I'd make it this far. You would have asked me where I would be with wine when I.

was 20 years old, tell you, I'm okay with just drinking the Menage-Au-Trois from my local 7-Eleven. And that's what I was drinking then. No disrespect to Menage-Au-Trois, it literally was the wine I enjoyed at that time, things evolve, we evolve as humans. So I encourage each and every one of you to just be open and have fun.

Kristi Mayfield (32:20)

very sage advice. Well, thank you so much for being part of Everyday Sommelier and sharing not only your journey, but also tips with you, our audience on

how you can break down some of the fears or maybe build up, most importantly, build up your confidence around wine and really start your own wine discovery or continue your wine discovery with more freedom and be liberated from all of the formalities that have previously been placed on the world of wine. So Genix thank you so much. It's just been a joy to have you on today.

Genix Vigo (32:57)

It's been a pleasure, Kristi Thank you.

Kristi Mayfield (33:00)

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