Santa Barbara County: A Wine 'Phenomenon'

That’s the bold calculus from Bryan Babcock, when summing up the impact that Santa Barbara County’s diverse landscape has on their winegrowing potential. Speaking of landscapes, Babcock is a winemaker who knows a thing or two about the evolving landscape of the wine industry. 

As consumers become more selective—or more hesitant to shell out $50+ for a bottle of wine—Babcock’s message rings clear: stick to your craft. With younger folks gravitating their limited disposable income toward cannabis, opting for non-alcoholic alternatives, and others drawn to flashy labels and celebrity-endorsed beverages, the challenge is real.