Next generation of collectors

I am helping out a friend setting up a new wine business as I am a young (27) bloke who likes his wines.

The business owner wants to be attractive to the next generation of wine collectors so if there are any young adults curious about wine I would love to hear your thoughts on the matter.

A few example Qs, but any feedback is appreciated. Thanks

What will engage the next generation?

What would incentivise young adults to begin investing?

What events should he organise to target them?

What services would they value from a business if they wished to collect?

What would convert someone interested in wine to becoming a collector/investor?