For a few years, as we crossed into the early 2020s, the headlines had been relentless. Is Gen Z killing the wine industry? Young people reject unhealthy, “elitist” drink. That ilk had been the gist and common refrain around the globe. I personally attended many a wine-business panel where industry pros did deep dives into how to crack the code of Gen Z’s lack of consumption, though unfortunately said panels were almost always wholly composed of a group that resembled the cast of Cocoon, with nary a Gen Zer or even a Millennial within earshot. Uh, guys, have you thought of asking Gen Z for their take on the world of wine? The gatekeeping was rather astonishing.
As industry navel-gazing by Gen Xers and Boomers continued over the next couple of years, a bit of a swerve came about: the headlines changed. Gen Z and Millennials Are Here to Save the Wine Industry—If It’s Willing to Listen suddenly became the rallying cry, touting fresh data showing increased participation among young drinkers, along with evidence many of us had been seeing firsthand in restaurants, tasting rooms and on social media. Long story short, Gen Z’s entry into wine didn’t begin like that of other generations, who succumbed to targeted marketing and had no qualms about drinking cheap plonk, usually on the sweeter side, in abundance before getting into more “serious wine.”
I mean, if Gen Xers (that’s me!) and Boomers had come of age during a global pandemic, when socializing and day-to-day life came to a screeching halt for a couple of years, I’m sure we’d have had different perspectives and life habits entering adulthood, too.
Mass-market, industrialized, boardroom-facilitated wines and experiences are out the window in favour of authenticity, quality and sustainability, backed up with interesting histories and earnest profiles. If the juice is legit, little fuss is given to debates over Riedel versus Zalto glassware or specific cellar temperatures. A sunny day in the park, sipping cru Beaujolais out of Solo cups after the bottle’s been on ice for 20 minutes? Oh, yeah. That’s the stuff, right there. Oh, and that gatekeeping, elitist component of wine? Nope. That’s done.
While the wine world was apparently burning, three local Gen Z wine pros were advancing their careers, eventually creating a tasting group that’s rattled the wine-industry narrative in this town.
The Trio Behind Super Nouveau
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Jessica Ye
Jessica Ye was born in China, raised in Calgary and moved to Vancouver to major in sustainable agriculture at UBC. A practicum dictated that she spend time working farm life, which brought her to Four Beat Farm in Pemberton. We’re talking organic farming, horse-plowed fields, the whole bit. For all intents and purposes, she became a farmer, while spending time on the hospitality side of things at Nita Lake Lodge and Wild Blue, Vanmag’s current Best Restaurant in Whistler champ. That restaurant work offered her first solid splash into wine. She ended up moving back to Vancouver to further her wine education beyond the Wine & Spirit Education Trust (WSET) Levels 1 and 2 she achieved while living in the mountains. Landing gigs at The Acorn and Bar Gobo allowed her to deepen her wine experience while tackling WSET Level 3 at This Is Wine School, the women-led wine hub for anyone looking to pursue wine education and easily the coolest academic spot in town. A splash of cava? Munching on popcorn? Disco ball a-twirlin’ at the start and finish of class? Check, check and check!
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Chloe Ferguson
In that same class was Chloe Ferguson, who grew up splitting time on the Island between Victoria, where her mom’s work at Pizzeria Prima Strada planted the hospitality seed, and Coombs, home to her grandparents’ farm. She initially went to school for criminal psychology, but time spent working at Cuckoo’s Trattoria & Pizzeria in Coombs gave her a front-row seat to wine service and proximity to restaurant veterans willing to guide her vinous journey. Early in the pandemic, the big city called, as did WSET certification. She eventually landed a role at Nightingale as a commis sommelier, followed by a long-tenured service spot at Kissa Tanto, which dovetailed with her pulling up with tasting glasses to that same WSET Level 3 class as Ye.
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Olivia Delisle
Rounding out what would eventually become a professional trio in that same class was Olivia Delisle, who grew up in Prince George and is a descendant of the East Coast’s Oland brewing family, whose history is entwined with both Moosehead and the Oland brewery later sold to Labatt. Let’s just say wine wasn’t the first beverage to hit the family dinner table. While getting her BA in geography and global development from UVic after some Southeast Asian travel, a stint working at Victoria’s The Courtney Room alongside legendary sommelier Colin Davidson saw her enjoying the hospitality pursuit, but the wine bug was still elusive. A move to Vancouver found her working up the ranks at L’Abattoir in Gastown under wine director Andrew Forsyth, who would go on to be crowned 2025’s Best Sommelier of BC. The bug bit. I mean, really. This is the place that offers Champagne at 50% off during the first hour of dinner service at the bar, Tuesday through Sunday; how could you not catch that bug? That steep learning curve eventually brought her to the same This Is Wine School classroom.
As Ye, Ferguson and Delisle developed an after-class friendship, colleagues recommended they start a tasting group, since their common desire was a high-gear expansion of knowledge. I’ve written in Vanmag before about local sommelier tasting groups, where a theme is usually chosen (Spanish reds! Orange wine and rosés! Italy wildcard!) and the group tastes through the wines, sometimes blind, sometimes not, to home in on nuances and discussion. The camaraderie and community created by these groups is a bonus, and palates are further developed after every session.
READ MORE: Is Vancouver Experiencing a Wine Bar Boom?
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The trio decided on a name for their tasting group: Super Nouveau, a music-and-wine-themed, portmanteau-esque combination of Oasis’s “Champagne Supernova” and/or Chappell Roan’s “Red Wine Supernova,” plus Beaujolais Nouveau. An Instagram account was created to spread the word to interested industry colleagues, and tasting sessions occurred every few weeks at Ye’s Bar Gobo digs during off-hours. Participants sent a small fee by Interac e-Transfer in advance to cover the cost of the wines. When that admin started to become more taxing than initially desired, the trio swapped to Eventbrite and a set ticket price to streamline the process.
And then a funny thing happened.
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Non-industry people, regular folks who just love wine, started nabbing tickets. Sure, a bunch of sommeliers came, too. But after generations of wine-industry gatekeeping and an often-exclusive vibe, Super Nouveau collectively decided all should be welcome, industry or not.
And it’s been a success; mostly.
In the initial session or two, “the boys kinda dominated the conversation,” as, unfortunately, dudes are wont to do. It made others less comfortable speaking up, even though the group is for everyone who wants to learn, no matter where they’re at.
A mild adjustment followed. The trio, who all identify as queer, decided attendees who identify as femme or LGBTQIA2S+ could opt for pay-what-you-can tickets. The scales were balanced, the sessions are now ultra-inclusive and the wine is flowing.
Over the past year, Delisle has moved from L’Abattoir to AnnaLena and, most recently, June on Cambie, while landing gigs like speaking at a Lambrusco-sponsored media lunch. Ferguson has shifted from Kissa Tanto to Bao Bei, and you can still find Ye popping corks at Bar Gobo and pouring the good stuff at Les Faux Bourgeois. Super Nouveau tastings have also popped up at venues including Les Faux Bourgeois and Dachi on East Hastings.
“People like Kelcie Jones, 2023 Best Sommelier of BC and current co-owner of This Is Wine School, have been so welcoming, influential and encouraging of our journey with this,” Ferguson shared with me on a recent group stroll through Chinatown. “We just want to offer that same level of accessibility to anyone who’s curious about this space.”
“Wine’s relationship to hierarchy is a massive element of how it gets communicated,” Jones shared with me via text in response to learning of that sentiment. “It’s so refreshing to know we have young, queer women who are interested in dismantling that power structure. I’m so proud of Jess, Olivia and Chloe for challenging themselves and for bringing wine to the communal space in which it belongs.”
Follow @Super Nouveau on instagram for info on their wine journey and future tasting sessions. They’d certainly love to have you.
READ MORE: Top Drop Is a Wine Nerd’s Dream Come True
Bonus: Super Nouveau’s Summer Wine Picks
Looking for an awesome bottle to be your wine of the summer? All three have a reco to suit your season.
Jessica Ye
“My year-round go-to is Little Farm ‘Pied de Cuve’ Chardonnay ($32) from the Similkameen Valley, which is our own local, low-intervention alternative for enjoyers of rich and savoury Jura Chardonnays from France.”
Olivia Delisle
“As a person who loves to drink and dine, Lambrusco is my new favourite pairing. Casali Pra di Bosso Amabile Semi-Sweet Lambrusco ($32), is on the sweeter side but packed with body, discreet tannins and crispy red and blue fruit, so she holds her own against spicy dishes, savoury desserts and your favourite burger.”
Chloe Ferguson
“The Chinon Chenin from Domaine de l’R Frédéric Sigonneau ($36), an organic Loire producer, is refreshing, food-friendly, textural, tasty Chenin. I’m often drawn to white wines with high acid and an edge of minerality, so this fits somewhere in there; bring it to a friend’s house for a roast chicken dinner or a quick, creamy beef stroganoff.”
