What?

This feels like somewhat of a déjà vu from earlier in the year, or perhaps I’ve been explaining my research to anyone who will listen. Anyway, it feels like this time around, I have a greater clarity regarding the direction of my research.
Two months ago I had a dozen different ideas about where my research was heading, and what questions it may be answering. For now, I’m focusing research on trying to figure out how the communications industry is talking to the 18-25 year old demographic, and if wine has an existing place here. From this, I hope to establish some recommendations for the successful communication of wine culture.
As I am delving deeper into my literature review, my findings are proving a couple of pre-conceived notions:
1) Wine culture is not even showing on the radar in publications aimed to engage 18-25 year olds (think Cleo, Ralph- trust me, the elderly sales woman at the newsagent didn’t approve of my purchase here…)
2) It doesn’t get a whole lot better online. Most wine blogs or novice sites originate in the United States.

The most frustrating part of this research at the moment is that I know there is some fantastic wine literature knocking about. For example, I’m nearly lining up at the newsstand for each new edition of Gourmet Traveller Wine. The internet is also providing some comprehensive websites regarding wine info, Fosters being a notable example, as well as Nick’s the Wine Merchants. Unfortunately, without the motivation to visit these sites, or the awareness that they exist, they are practically redundant to this demographic. Sigh.
So, the questions? How can public relations practices increase awareness of wine to the 18-25 yr old drinkers? Which method/s of communication will be most successful for this?
More than happy for any of my lovely, yet few, readers to pass along their suggestions. Heck, you’re welcome to write the whole thing for me.