how do you market wine to millennials

Top tips for marketing wine to Millennials

Full Answer

What do millennials want in a winery?

Direct Marketing News also pointed out that millennials want wines for everyday occasions. Wineries can become top of mind with millennials by providing party planning guides, wine pairing guides and other group-oriented content that empowers them to engage with different types of wine.

How should you market your products to millennials?

It's not just how you market that you should consider for this audience, but your whole product cycle. For instance, canned wine sales are up because millennials are interested in convenience, sustainability, one-person portions or even their visual parallels to beer and cider.

Could wine sales plummet by 20 percent in the next decade?

Sales of American wine could plummet by 20 percent in the next decade, he said. It’s not exactly clear what the industry can do to change this dynamic. As the father of two millennial sons, I am something of an expert on being unable to persuade millennials to do as I suggest. But Mr.

What kind of wine do millennials drink?

Millennials also tend to be adventurous wine drinkers. They may have a fondness for rosé, but they're willing to try all sorts of wines and are less married to a particular grape, style or region.

How do wineries market to millennials?

What do millennials appreciate about wine?

Why are canned wines up?

Why is the millennial generation so influential?

What is the purpose of engaging with millennials on social media?

What age are millennials?

What is the foundation of millennial marketing?

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How do you promote wine sales?

The Most Effective Wine Marketing TacticsWine Clubs. ... Cross-Market With Other Local Businesses (Including Wineries) ... Host (Virtual) Events. ... Offer Tasting Packages. ... Bring the Winery on the Road. ... Become a Source of Knowledge. ... Post Consistently on Social Media. ... Use Influencers.More items...•

How do you attract millennials to your product?

20 Ways to Attract Millennials to Your StoreMake payments seamless. ... Bolster social media. ... Keep bathrooms clean—and make them available to customers. ... Minimalize clutter. ... Consider offering “subscription” shopping. ... Factor in their passions. ... Offer ethnically diverse options. ... Tailor loyalty programs to them.More items...

Are millennials drinking wine?

According to Silicon Valley Bank's State of the U.S. Wine Industry 2022 report, only 20% of millennials drink wine. And the industry is expected to face a 20% decrease in volume of wine consumption over the next 10 years, an effect predicted to be primarily influenced by millennial-drinking trends.

How much do millennials spend on wine?

Millennials are spending on average $20 on a bottle of wine, compared with 5% of baby boomers, so what is this pricier taste attributed to? We know there has been a rise in research when it comes to Millennial wine purchases.

How do you market to millennials in 2022?

Importance of Marketing to Millennials. In the U.S. alone, there are about 80 million Millennials, making them larger than any other demographic in the country. ... Be Authentic. ... Be Accessible. ... Use Influencers. ... Take Reviews & Understand Them. ... Use Your Consumers in Your Content. ... Optimize Content for Social Media. ... Word of Mouth.More items...

What content do millennials like?

Millennials tend to prefer visual content compared to text-heavy content. They like content that is personalized and resonates with their liking and interest. They also tend to share content with their immediate circle if they relate to a piece of content.

Why do millennials drink so much wine?

Generally speaking, millennials think of wine as a social drink, a connector that is meant to be shared. They look at wine as entertaining and engaging. While the industry frets about losing young drinkers to hard seltzer, the seltzer companies do a much better job of marketing to millennials and Gen-Z drinkers.

What type of wine do millennials drink?

Their top choice is Merlot (49 percent) and their third is a red blend (37 percent). In white wine, Moscato reigns, with 57 percent of them reporting drinking it regularly, followed by 48 percent who favor Chardonnay and 6 percent who consume “somewhat sweet” rosé.

What alcohol do millennials drink?

The alcohol preferences of millennials greatly contrast that of baby boomers and Generation X members. A case study conducted on millennials reported that most of them viewed wine and beer as a relaxing beverage. The study also reported that some viewed vodka, scotch, and other strong drinks as 'sick.

What demographic consumes the most wine?

In general, 55 percent of wine drinkers in the U.S. are women, so this sample skews a little higher for men, as well as for income.

Which generation has the most wine drinkers?

millennialsFiguring there are about 79 million millennials (estimates vary a bit), that's more than two cases of wine per person. It's also more wine consumption than any other generation. (Sorry, baby boomers and Gen Xers.) In fact, nearly half — 42 percent — of all wine consumed in the nation in 2015 was drunk by millennials.

What demographic drinks wine?

According to the study, the current demographics of American wine consumers are 59% female and 41% men. This shows that the number of male wine drinkers is dwindling from a high of 45% several years ago.

How do you attract millennials?

Here are a few tips and tricks on how to attract and retain Millennials in your workplace.Improve internal communications. ... Support diversity. ... Offer competitive salaries. ... Implement advocacy programs. ... Build trust. ... Offer flexibility and remote work. ... Support teamwork and share of voice. ... Digitalize.More items...

How do you attract and satisfy millennials?

How to attract and engage millennialsProvide a clear job description. One of the first steps to attracting millennial talent is to write job descriptions that appeal to their expectations. ... Offer clear career progression. ... A modern approach to mentorship. ... Transparency. ... Invest in tech.

How might we appeal more to millennial customers?

Encourage participation. Incorporate the power of social networking and discussion into store pages and you've got a recipe for longer page visits, higher brand recognition, greater loyalty, and more excitement. Include social sharing buttons, user Q&As, feature-rich customer reviews, and forum-style discussions.

How do you attract younger people on the market?

All photos courtesy of individual members.Create Fresh, Relatable Content. The younger generation needs fresh content that's relatable to them in some form. ... Implement A Modern Brand. ... Know Their Celebrities. ... Build A Genuine Brand. ... Go Social. ... Seek Out The Right Demographic For Insight. ... Meet Them Where They Are.

Millennials and the 2021 Wine Industry

Let’s discuss the challenges the wine industry has faced in 2021 and the most significant trends.

Tips On How To Market And Sell Wine To Millennials (And Gen Z)

Where can you get started marketing wine to millennials? The answer is where you can find them, and you guessed it: online. And when you do online, make sure to provide a mix of marketing efforts across channels, also known as omnichannel marketing.

Best Wine Types According To Millennials

Among the other generations, this once hard-to-reach demographic has started tasting (and loving) a few good wines in the market. Millennials sure know how to pick their own type and wine brand. These are their top faves:

Global Wine Predictions For 2022

The global wine industry has always faced challenges, and they will be the same in the upcoming months, like keeping the costs down, persuading customers to trade up, and keeping wine lightweight. These challenges are critical for the wine industry to maintain its market share.

Conclusion

So, how was your wine business in 2021? And what’s going to happen in 2022? These are essential questions to consider if you want to take your business to the next level.

How it works

Producers submit their wines to the competition to be judged among blind tasting flights of similar varietals and will receive a score by the hand selected judges. More details on the process can be found on their website here.

The Wine Experience

Being a millennial, I have focused my career on developing strategic marketing and branding to target this new generation of wine consumers. This dynamic and curious group of wine drinkers wants to enjoy the wine experience.

How To: Successfully Market Your Wine Brand on Social Media

Defining your target audience is the first step, or else all other tactics will be overlooked. You want to find the audience that every time they come across your posts, they feel that it was created for them specifically. Thoughtful communication is the key to developing brand loyalty.

Who is your market?

Marketing 101 states that before you can sell anything, you need to know who you’re selling it to, and you need to know their desires. For wine marketing, the audience is so diverse now that it can be hard to determine exactly who you should focus your marketing budget on, and the groups that drink wine have such different desires that marketing to one means that you’re almost guaranteed to alienate the other.

Can you sell wine separately?

That’s the million dollar question that everyone is asking. For large wineries, there seems to be no good answer, as their supply is limited to just what they produce. However, for a smaller establishment such as your bar or restaurant, you have the freedom to stock a wide variety of wines. You can market them separately as well.

Marketing Wine to Millennials

The the under-40 crowd — those known as Millennials — value innovation, technology, and challenging the status quo; you’ll need to embrace the digital realm and put your creativity on display if you want your wine marketing to get their attention.

Millennials Care about Connection

Millennials won’t support just any wine label; they want to agree with your values. They want to know your personal story, and they’ll share their own, too.

Millennials are Social Creatures

The under-40 Millennial crowd tends to venture out seeking entertainment, events, and activities more than previous generations. They see wine as a social drink that’s meant for sharing.

Millennials Just Want to Have Fun

Are you sharing how much fun you’re having with your vineyard, your labeling, and your visitors? Millennials seek both creativity and freedom to sustain engagement and fuel productivity. When your brand starts to get too serious, you can count on Millennials to tune out.

Let Millennials Lead

Your brand needs to show Millennials that you understand what they value and that you consider their contributions extremely important. This is a “walk your talk” action step.

Feeling Some Millennial Overwhelm?

We’re neither expecting nor recommending that you pivot completely overnight. In fact, that might look suspicious to these savvy consumers. Instead, start taking small, consistent steps that will create a trustworthy wine brand over time.

Social Media

As a consumer-focused business, you likely already recognize the importance of social media. Many drinkers follow and interact with their favorite beverage brands on social media platforms, so if you’re not focusing on this channel, you’re missing out. But if you’ve never put together a coordinated strategy, getting started can be overwhelming.

Email Marketing

If someone has purchased your wine, visited your tasting room, or shown any interest in your brand online, get them on your mailing list. Ask folks in person, have prominent contact forms on your website, and encourage social media followers to sign up so they can get exclusive offers and news.

Find Out How Technology Can Help You Reach New Customers

Making the switch to digital channels means selecting technology vendors, and the choices can be overwhelming. Ekos recently conducted research that included an online survey of nearly 300 wineries and in-depth conversations with eight winery leaders.

Collecting Data

Since a majority of United States’ wineries have websites and have likely collected the names and emails of visitors. The panel said if these wineries want to reach Millennials, they must go where Millennials are.

The power of Instagram

Wineries must expand their social media offerings, the panel said. This is where Instagram comes in.

What determines whether or not a millennial wine drinker will purchase wine?

One major factor that determines whether or not a millennial wine drinker will purchase wine is authenticity. Young millennials are looking for wines with a story behind them. And they are expecting certain wines to speak to them in a voice they understand. When they purchase wine, for example, they are looking for bold, approachable labels that demonstrate the ethos or vision of the brand. And they are much more likely to value the trusted opinion of a friend than the expert of a wine critic or wine expert.

What social media platforms are used for wine?

Given the affinity for brand stories and authenticity by young millennial wine drinkers, it’s perhaps no surprise that social media platforms like Facebook and Instagram have emerged as important online destinations to interact with guests and patrons. For example, say that you have an upcoming wine dinner with a prominent local winemaker scheduled. Why not post about that event on social media? Simply posting a photo of a winemaker next to his or her wines, or better yet, a photo of that winemaker walking in the vineyards in the morning can lead to a lot of new signups for your upcoming wine events.

How do wineries market to millennials?

Millennials are inherently social, so wineries can market to them by tapping into their lifestyles. Wineries can foster a positive relationship with millennials by creating their own blogs .

What do millennials appreciate about wine?

According to Direct Marketing News, millennials appreciate the following aspects when it comes to the wines they drink: Quality and variety. How the product is made. The history of the winemakers. Wineries' innovations, philosophies and techniques.

Why are canned wines up?

For instance, canned wine sales are up because millennials are interested in convenience, sustainability, one-person portions or even their visual parallels to beer and cider. The same can be said for boxed wines, single-serves, go-packs and other innovative or resurging formats. It's both a marketing choice and a packaging choice.

Why is the millennial generation so influential?

The reason this shift is so impactful is because millennials are, you guessed it, not doing things the traditional way. And some experts think that where millennials go, Gen X will follow .

What is the purpose of engaging with millennials on social media?

By engaging with them on social networks, you have the opportunity to create loyal customers among the millennial generation.

What age are millennials?

Millennials are individuals currently anywhere from their mid-20s to early 40s, as defined by the Pew Research Center. Some of the biggest names in premium wine have decried this generation as a lost cause for the industry: Wine Enthusiast says this attitude seems to "liken [millennials] to a plague.".

What is the foundation of millennial marketing?

All of the above strategies tie into the foundation that's essential for millennial marketing: your brand story. It's connected to the theme of authenticity, of engaging, of showing your priorities, history and roots.