“A whole new generation is flocking to an ancient beverage [...]“, writes Courant journalist Cecily McAndrews on US Millennials. I already wrote a lot on Millennials’ taste for wine whether in the US or in Europe. What I’d like to point out is the rise of the emerging markets’ Millennials. Chinese and Indian young people went abroad to study, whether in the US or in Europe. They were exposed to a different culture and got a taste for wine. In India and China, wine is considered a status symbol. Back in their countries, Chinese and Indian Millennials bring back their new taste and a wider knowledge of wine than their elders. They are part of wine clubs and go to tastings. To me, they are a significant part of those new markets we need to explore. We have to learn more about them and their tastes, more about their wine and food culture in order to market successfully our wines. All our Western wines are not fit to please them: Champagne and bubbly wines are totally unknown in China, for example. Do we need to spend years and a lot of money to teach them how to enjoy them or should we try to market wines they are susceptible to like more spontaneously? This is the question we have to ask us and emerging markets’ Millennials could be the answer to our questions: they are the bridge between our two worlds.