Marketing Wine to Millennials

Marketing Wine to Millennials

I just learned that I’m an “older millennial;” and to think I’ve been living my life as a “young Gen Xer” all this time.

My fellow older-millennials and I — those of us who are between the ages of 25 and 34 — are a big deal because we’re the second largest age group of wine drinkers next to our parents in the 55 to 64 age group, who are doing the most wine drinking.

According to the 2012 Wine Consumption Report by Napa-based firm Invictus Marketing, more millennials than ever before are drinking wine. Interestingly, the top two age groups are almost in a dead heat in their monthly wine consumption. Thirty five percent of older millenials drink wine at least once a month and 35.2 percent of 55 to 64 year olds drink wine once a month. I concur with these results based solely on anecdotal evidence. At least once a month I drink the wine my parents bought. Wine unites generations.

Invictus Marketing contends that despite these strong numbers of young wine drinkers, traditional wineries aren’t catering to this demographic and missing out on a great opportunity. Even if this is the case, I’ve seen a number of wine companies that are trying to make inroads with the millennial generation, and frankly, they seem a little out of touch to me.

Be. wines is marketing to young women with four wines to fit the four “moods” young women presumably ever have: Flirty (Pink Moscato), Radiant (Riesling), Fresh (Chardonnay) and Bright (Pinot Grigio). What about other moods such as Annoyed Cabernet Sauvignon and I’m-Being-Condescended-To Pinot Noir?

TXT Cellars is hip with the lingo with LOL!!!Riesling, OMG!!!Chardonnay, LMAO!!!Pinot Grigio and WTF!!! Pinot Noir. WTF is right.

The Washington Post reported in March 2012 on a Wine Market Council survey showing that millennials closely resemble high-end wine buyers who are more likely to try new wines, read reviews and visit wine bars — this description doesn’t seem to fit someone who might flirtily imbibe Moscato. I would think that a high-end, wine-drinking millennial is just as likely to tour wineries and try new wines at wineries as their older-generation, wine-drinking compatriots are.

 

Domestic Wine Growth On the Rise

According to Mintel, we can all be thankful that domestic wines seem to be recession-proof:

And thanks in large part to prices that are still on average 35% lower than imports, domestics dominate the market more heavily than ever — accounting for nearly 75% of wine sales by volume last year.

Mintel also identifies specific areas of growth for wine, among them include Millenials (21 to 32 years of age), men—who spend more per bottle than women, boxed wines and other environmentally friendly—or convenient packaging such as screw caps.

If you’re interested in making your own wine with screw caps, you’re in luck—we currently offer screw cap bottles for your personalized winemaking experience at Lakeland Winery.

via MediaPost Publications.