Of interest to many winemakers, and what possibly should be of interest to more, is new marketing angles. Do you stick with what has worked and stay comfortable? No one can blame you. The baby boomers are still buying bottles galore.
“The generational shift in aspirational models and peer influences is something wine producers haven’t generally come to terms with.”
However, there’s a shift happening across nearly all industries. If you are looking to blow new life into your wine’s marketing and catch the eye of future consumers that will be around for decades, then perhaps you should think about the millennials as a source of business growth.
Marketing managers are looking at the 18-34-year age group with eyes on the prize. So if you want to introduce a new subsection of the population to your wines and gain traction with them, you’ll have to take a chance and reach for it, spending marketing dollars backed by data on population and knowledge about their habits, pain points, and needs.
This winemaker struck gold by appealing to a younger generation and directly marketing wine to millennials – a generation representing 17% of total wine consumers.
“The winemaker believes that by engaging with Gen Y consumers on a personal and emotional level, backed by solid consumer research and insights, it has discovered the secret to get Gen Y consumers to drink their wine.
“The generational shift in aspirational models and peer influences is something wine producers haven’t generally come to terms with,” says Scott Burton, marketing manager at AVL.
“Most are still relying solely on the old paradigm that young peoples’ tastes will automatically mature into wine, as their parents did. But to imagine so is to fundamentally misunderstand the motivational dynamic.””
With new marketing efforts, Australian Vintage saw a 16% growth in sales in 6 months across its UK/Europe and Australasia/North America channels. Now, that’s something to drink to!
Read more about marketing to millennial wine drinkers.