Jake Taub is the fourth generation of his family’s fine wine and spirits business - the largest supplier of Italian wine in the United States, Palm Bay International, with roots dating back to Prohibition. He leads business development, strategy, and execution across national and international markets, helping to guide the company’s continued growth and evolution. He also holds a degree in Business, Viticulture, and Enology from Cornell University and an MBA from Columbia Business School and London Business School.

Jake shares his thoughts on the key challenges facing the industry and how best to tackle them.

Wine Lister: What was the bottle that got you into wine?

Jake Taub: Château L’Évangile and Diamond Creek Vineyards Red Rock Terrace.

WL: What is one misconception people have about the fine wine industry?

JT: That you need extensive knowledge about wine to appreciate and enjoy the world’s best. Wine is for everyone, and the enjoyment of it should not be limited by one's level of expertise. Wine should inspire, not intimidate.

WL: A producer that you admire and why?

JT: Col d’Orcia, Montalcino. They exemplify incredible dedication to their craft as a family and as stewards of the land. Their commitment to continuous evolution and research, along with their long-term focus on organic farming, is truly inspiring. They defy convention and remain true to their style, rather than following fleeting trends.

WL: The fine wine trends you are most and least excited about?

JT: The growing enthusiasm for Champagne for everyday moments is exciting. On the other hand, I’m less enthusiastic about the natural wine trend. There is a dogmatic attitude around it that clashes with its vague definitions. Certain natural wines are also placing a premium on what is a widely acknowledged flaw in the winemaking process.

WL: Your favourite wine list in New York?

JT: They lack differentiation, so it is difficult to choose.

WL: What do you think young people can bring to the industry?

JT: Young people bring a fresh perspective and innovative energy to the wine industry, their impact is already being felt. A challenge will be making sure young talent is drawn into the industry. Unfortunately, we have yet to effectively communicate why an entry-level role in the wine industry is an attractive starting point. Young people can bring valuable contributions within and adjacent to the wine industry; creative agencies, PR firms, consultancy and tech, all of these are needed. Just as Wine Lister is doing, innovative companies will enable growth, and young people are uniquely positioned to shape this future.

WL: Have you noticed any purchasing habits or stylistic preferences among the younger consumer group (ages 21-35)?

JT: Mainly, they are drinking less overall. When they do drink, the wines are light, approachable and, most significantly, sustainable. Spending money on experiences is becoming more popular, which means producers who invest in hospitality and create memorable, engaging experiences for younger audiences have a much better chance of fostering lifelong loyalty.

WL: How can fine wine producers appeal to the younger generation?

JT: The fine wine industry needs to work collaboratively to fundamentally reshape the narrative and language around wine, making wine more accessible and relatable. Describing a wine as “delicious,” for instance, can be far more effective and engaging than using technical terms like “velvety tannins,” even if it simplifies the experience. Our marketing efforts should evolve to resonate more deeply with modern audiences.

WL: The theme song to your career so far?

JT: Changes by David Bowie.

WL: If you weren't working in wine, what would you be doing?

JT: I would be working in media at a company like 60 Minutes, or for the United States State Department trying to advance American interests in my favourite parts of the world.