Wine consumption is at its lowest since the early 1960s, and one reason is that the younger generation isn’t drinking wine. One company that is addressing this is Goedhuis Waddesdon, the bluest of blue-chip British wine merchants, who have set up The Goed Wine Collective, a club for under-35-year-olds. Sarah Kemp talks to the company’s Harry Tennant and Tilly Loughton, both in their 20s, on how the club works (spoiler alert – it’s free), how they recruit young members, the events they put on, and the language needed to engage their generation. A fascinating look into the under-35-year-old fine wine mindset.