Younger wine consumers prioritize authenticity over prestige. They’re drawn to unique varietals, unconventional storytelling, and brands that don’t take themselves too seriously—a significant shift from traditional wine marketing approaches.

When Zephyr Wells wanted to reach urban, millennial wine bar customers, we created a lifestyle shoot at Decibel Sound & Drink in Milwaukie, Oregon. This wasn’t your typical vineyard backdrop. Instead, we leveraged Decibel’s distinctive atmosphere—vintage vacuum tube sound systems, industrial-meets-cozy design, and an authentic neighborhood vibe—to create compelling lifestyle imagery.

The result? A visual content library designed to support Zephyr Wells’ website, email campaigns, and social media strategy. The images capture the relaxed, authentic experience that resonates with younger wine drinkers who value atmosphere and community over formality.