HOW TO MARKET WINE FRIENDLY WINE TO MILLENNIALS
One minute we hear that young adults are embracing wine with open arms, and the next thing we know industry insiders are encouraging their counterparts to reach out to this virtually untouched demographic. No matter which side you take, it goes to say that millennials, or any demographic for that matter, could stand a little extra marketing.
An international study led by Vinexpo says that while winemakers and retailers have gotten a lot better at reaching out to young adults (21-26), say, from ten years ago, there is still a big room for improvement. The research is based on focus groups in the U.K., Belgium, France, U.S. and Japan.
It’s worth mentioning that wine is much more acceptable to young folks than the days of yore, leading millennials to desire a better understanding of wine “which they perceive as refined, cultivated and an aspirational part of growing up,” says Vinexpo.
THE SCARY WORLD OF WINE. However, there are a number of obstacles that serve as deterrents in their quest for knowledge, but nothing that really strays from what we’ve already heard. One, young adults automatically assume wine is expensive (and that $15 cocktail your holding isn’t?) and therefore something that only wealthy people drink (again, the cocktail?). On top of that, wine appears intimidating (‘who knows what tannins are anyway’) because, you must admit, it requires a level of knowledge to discern through all the various ranges and sometimes confusing labels. Learning about wine sometimes take work and practice, and that might seem a bit daunting to a 21-year-old college student.
According to Vinexpo, young adults in the U.S., along with the U.K. and Belgium, are interested in wine cocktails, which could serve as a wonderful gateway into the world of wine. Millennials in the U.S. also showed an interest in innovative packaging, like tetra-packs, and colorful, attractive labels.
IT’S ALL ABOUT MAKING WINE COOL. The study recommends that retailers and bar owners put more of an effort in showcasing wine sections for young adults and reserving special nights at wine bars that feature age appropriate food and music (such as Nelly and buffalo wings). In the U.S., the largest obstacle for the wine industry is getting millennials out of the frame of mind that wine is only reserved for special occasions, something that our culture has taught in the past.
So while elitism can sometimes serve as a deterrent, it can also drive young adults to drink wine. Says Vinexpo: “The groups commented that they wanted to be able to drink wine like older people while others said wine drinking was associated with more reasonable behavior.”
An international study led by Vinexpo says that while winemakers and retailers have gotten a lot better at reaching out to young adults (21-26), say, from ten years ago, there is still a big room for improvement. The research is based on focus groups in the U.K., Belgium, France, U.S. and Japan.
It’s worth mentioning that wine is much more acceptable to young folks than the days of yore, leading millennials to desire a better understanding of wine “which they perceive as refined, cultivated and an aspirational part of growing up,” says Vinexpo.
THE SCARY WORLD OF WINE. However, there are a number of obstacles that serve as deterrents in their quest for knowledge, but nothing that really strays from what we’ve already heard. One, young adults automatically assume wine is expensive (and that $15 cocktail your holding isn’t?) and therefore something that only wealthy people drink (again, the cocktail?). On top of that, wine appears intimidating (‘who knows what tannins are anyway’) because, you must admit, it requires a level of knowledge to discern through all the various ranges and sometimes confusing labels. Learning about wine sometimes take work and practice, and that might seem a bit daunting to a 21-year-old college student.
According to Vinexpo, young adults in the U.S., along with the U.K. and Belgium, are interested in wine cocktails, which could serve as a wonderful gateway into the world of wine. Millennials in the U.S. also showed an interest in innovative packaging, like tetra-packs, and colorful, attractive labels.
IT’S ALL ABOUT MAKING WINE COOL. The study recommends that retailers and bar owners put more of an effort in showcasing wine sections for young adults and reserving special nights at wine bars that feature age appropriate food and music (such as Nelly and buffalo wings). In the U.S., the largest obstacle for the wine industry is getting millennials out of the frame of mind that wine is only reserved for special occasions, something that our culture has taught in the past.
So while elitism can sometimes serve as a deterrent, it can also drive young adults to drink wine. Says Vinexpo: “The groups commented that they wanted to be able to drink wine like older people while others said wine drinking was associated with more reasonable behavior.”
posted at 2:22 PM
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