# ‘Inclusive’ California wine company calls out Gen Z’s reading skills — says they ‘don’t read cursive’

- URL: https://talkfuse.com/story/inclusive-california-wine-company-calls-out-gen-zs-reading-skills-says-they-dont-read-cursive/
- Published: 2026-11-12T21:26:59+00:00
- Updated: 2026-11-12T22:37:43+00:00
- Original publisher: New York Post (publisher lean: Right)
- Original article: https://nypost.com/2026/11/12/lifestyle/why-this-california-winery-banned-cursive-from-its-bottles/
- Topics: Business, Companies, World

## Key points

- Wonderwerk says it avoids cursive because many young customers do not read it.
- The California brand produced 30,000 cases this year.
- Its labels use simple names and bold fonts to make wine approachable.

## Summary

California wine brand Wonderwerk says it avoids cursive on its labels because many of its young customers find it hard to read. The choice reflects its effort to make wine feel accessible to younger drinkers, while challenging the idea that younger generations are uninterested in wine.

Founded in 2017, the company doubled production to 26,000 cases last year and made 30,000 cases this year, as the wider wine industry faces falling sales. Its one-litre bottles cost $25 and are sold at retailers including Whole Foods and Erewhon. The wines use approachable blend names such as “Marinara” and “Al Fresco”; co-founder Issamu Kamide says technical details can make wine feel intimidating.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.