Christian is a wine writer, consultant and CEO of Wine for the 99 where he democratizes the good life and makes wine accessible to the 99%. A native New Yorker born to Italian and Argentine immigrants, someone once described Christian as a character straight out of a Don DeLillo novel. He is an expert on undervalued, high-quality wines.

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Published on on November 19,2013

Published on on November 19,2013

Tech-minded wine startups get snobby: They want Millennials: Upstart Business Journal

New York City-based wine consultant Christian Galliani, founder of Wine for the 99, works with retailers and restaurants, introducing them to smaller, estate-grown varietals and lesser-known artisanal labels to promote the idea that fine wine doesn’t have to be expensive to be top quality.

“I think there’s a huge market in general for Millennials,” he says, adding that the health benefits of red wine and its affiliation with foodie culture make it more attractive to a younger crowd, as with others. But with Millennials, the way wine is presented matters.

“For years wine was in this haughty, ivory tower, and you can charge people more for something that’s mysterious,” he said. “There’s pride that people take in being more snooty about their wine.”

He thinks Uproot will price a lot of Millennials out because it’s too expensive, but said Club W is onto something with its approach, and its price points.

“The wine club gets it right on the money,” he says. “They’re talking right to the people they’re going after at eye level.”


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Uncorking Innovation in the Wine Industry: Boston Business Journal

Christian Galliani, a New York City-based wine consultant and founder of wine education firm Wine for the 99, said he’s seen an overall boom in wine-related startups in recent years. Some of that is driven by America’s increasing thirst for wine: Wine sales in the U.S. reached $34.6 billion in 2012, up from $32.9 billion in 2011 and $21.8 billion in 2002, according to the Wine Institute.

But the arrival of a younger generation of wine drinkers that is “used to going to the Internet for basically everything” is also opening up opportunities for wine-related tech startups, Galliani said.

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