California wineries are working to improve their branding and marketing to young wine consumers, including Stag's Leap Wine Cellars' approach of hiring young people to manage the promotion of their brand on social media. Speakers at the Wine Industry Financial Symposium on Tuesday noted that the practice of marketing and branding wines has changed in the past 10 years and will continue to evolve, with some wineries reducing their brands to find a niche, while others are expanding "pop brands" that appeal to millennials.

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