Yes, I am a Millennial. I may get made fun of by my fellow wine blogging friends for being young, but I am the epitome of a Millennial Wine Drinker (this also includes not taking the time to edit my posting to realize that I meant to say epitome instead of epiphany). Okay, well maybe since I did grow up in Sonoma County my palette is a bit more solicited than an average middle American youth’s palette. Then again, maybe not. I judge wine on the experience that I have within the setting that I am drinking the wine (hence why this wine blog is about my experience rather than the tasting notes of the wine) and I will even admit to purchasing wine because of an animal on the label, a clever slogan or even a bright colors (Fat Bastard Chardonnay fits all three of these criteria)
Back when I was working on the Clos du Bois campaign in 2007 (see some of my work here) I did extensive research on Millennial’s and their wine consumption habits, coming to the consultation that if you do not have at least a portion of your Marketing Plan that talks to the younger generation then you are missing out on the big picture.
While we may not all be purchasing ultra-premium wines and joining in on high end wine club memberships, we are wanting to learn about wine and are a very passionate and social group.
We have left the toga parties in our past (some of us) and are going to and throwing dinner parties where bringing a bottle of wine and a knowledge of what to pair it with is in full regard. We have grown up with advertising, so flashy gimmicks that I mentioned above are not the way to win us over. We are eager to learn more, but of course we want our teachings to be fun and informative.
I don’t want to say that wineries must cater to us, but there are some things that you could do to embrace a younger generation (as well as others you may be trading down during this recession). Lisa de Bruin had started with some good ideas of how wineries could work with wine bloggers and I think that same thinking could be applied to the Millennial generation:
Maybe a lower end wine club with deals for those entering in to their first wine club membership?
****Or maybe just a deal for one wine blogging Millennial who has not found the right Wine Club to be a part of*****
Picture taken by Em Mota.
Or a social media strategy that gets your consumers active in contests and promotions of your wine? *Cheers to Twisted Oak Winery and El Jefe for showing us that wine can be a lot of fun
I believe that the brands that acknowledge Millennials will have a great long term strategy.
The Zinquisition said it best in the blog post about the Press Democrat’s atricle on how us Millennial’s seemed to ruin the Barrel Tasting for some older visitors, in Madcap Millennials Long Live the Queen
“Think how far your marketing dollars go when the crowd gathers at your winery and HAS A GOOD TIME and then spreads the word via their own circle of friends electronically!”