Articles Tagged millennial wine marketing

Why Is It Always Someone Else’s Fault? (Thoughts On Slipping Wine Sales)

Vinted on January 26, 2016 binned in commentary, wine buying, wine news

Dr Who told you so

One of the staples of my recent speaking gigs to wine marketing types has been that wine, having achieved extraordinary success in the USA in recent years, are now a big target. A small example:

During a speaking gig at Taste Washington, I remember seeing the beer brand stands at the event and laughing to myself. Someone next to me at the time (who was involved in the organization of the event) asked me what was amusing me, and I answered “the beer stands.”

“But why are they funny? They’re great sponsors!”

“I’m sure that they are,” I answered, “because this is one of the cheapest and best ways for them to steal wine customers that I have ever seen!”

I’ve been preaching (let’s call it what it is, after all) for the last couple of years that everyone is going to be gunning for wine: beer, spirits, coffee, pretty much all beverages. That’s because once you reach the top – which wine has, in a very real sense, done – everyone can see more of your ass, and it becomes a nice, large, juicy sales-acquisition target.

For the impatient: the bottom line is that the a declining US wine consumption has been totally predictable for the last 3+ years, and the efforts required to reverse it have been around for just as long, and (it’s absurd that I even need to type this next part) it’s not the fault of the changing wine buying demographic for wines under $20.

For those wishing for more detail: we now have two interesting canary-in-a-coalmine examples to consider that suggest that is actually what is happening….

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Guest Post: Planet Of The Grapes For Millennials (a Q&A With Jason Wilson By Shelby Vittek)

Vinted on October 1, 2013 binned in guest posts

[ Editor’s note: Following is a guest post that involves two long-time friends of 1WD, the former unpaid 1WD intern Shelby Vittek, and local Philly boy wine educator Jason Wilson. Shelby recently worked with Jason on Planet of the Grapes, a series of releases about wine that are targeted to Millennials (I have no affiliation with PotG, apart from it being an excuse for us to get back in touch with both Jason and Shelby here on 1WD). Here’s Shelby’s take on the PotG series, and here Q&A with Jason. Enjoy! ]

What does wine education for Millennials look like? Surely, we’ve all been continually bashed over the head with the reminder to reach out to the younger generation through social media. And yes, you obviously need to approach us differently than you did our parents’ generation. But once you do that, how do you reinforce which bottles we should be reaching for?

A new digital series of wine guides called Planet of the Grapes, written by Jason Wilson (my editor over at Table Matters and author of the very entertaining spirits book Boozehound), just might be the answer. Since the end of my reign as the Young, Unpaid Shelby in April, I’ve been helping Jason pull together the first volume of the series, “Alternative Reds.” And despite being written by a Gen Xer, I think it has a lot to offer the youngest group of wine drinkers — a fresh perspective on a wine scene dominated with advice for older generations.

As some 1WD readers might recall, I’m a huge advocate of studying abroad in a wine shop to find exciting bargain bottles. And in “Alternative Reds,” Jason offers similar advice, recommending a handful of lesser-known or off-the-beaten-path grape varieties and regions that are actually affordable. These wines, like Morellino di Scansano, Petite Sirah, Dolcetto, or the reds of Southwest France, are a far cry from the Napa Cabs or Merlots our parents grew up cultivating. And because it’s available electronically, the book can be read and accessed virtually anywhere on our handy smart phones. I know I’ve pulled it up on my iPhone in a wine shop several times to look up specific bottle recommendations since the book’s release in August.

But the new series is more than just a guide to which hip, undiscovered wines us millennials should seek out. Included in the bunch is a free (my favorite word to hear) download of “When Wine Talk Get’s Weird,” [ Editor’s note: also available as a $0.99 Kindle stand-alone download ]a longer essay that reinforces how our tastes continue to evolve as we learn more about wine. Combined with entertaining stories and an approachable narrative, Jason’s whole approach to Planet of the Grapes assures the younger generation that learning about wine doesn’t have to be an overwhelming exercise. We’re allowed to adventure through the world of wine however we’d like, and we’re allowed to have fun doing it…

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Should Millennials Be Drinking More Wine With Food? (Guest Post)

Vinted on February 19, 2013 binned in best of, commentary, guest posts

[ Editor’s note: following is a guest post from the 1WD intern: the young, unpaid Shelby Vittek, who many of you will recall really shook things up with her first 1WD article. You can check out more of Shelby’s work at TableMatters.com, and find her on twitter at @BigBoldReds. Let us know what you think (but keep things civil, you opinionated b*stards!). Enjoy! ]

Just before the holiday break, Joe prompted me to run down to his cellar before lunch and pick out a bottle of wine for the meal that Mrs. Dudette had cooked up for us. It was an exciting moment – a free grab of any of the bottles I’ve been sorting through and cataloguing for months. (No, I didn’t choose a crazy expensive bottle, or touch any of his beloved aged Riesling collection – I know better than that by now.)

But the excitement of this new responsibility quickly turned into fear. I don’t often drink my wine with food and was worried my selection wouldn’t stand up well to the meal. What if the efforts to impress my “boss” ended in total failure, causing him to reconsider taking me on as his intern? And the last thing I wanted was to put Mrs. Dudette’s amazing cooking skills to shame.

Sometimes, my biggest flaw is this: I am a Millennial; and while we do have wine knowledge, we don’t know much about matching it with a meal. My generation, a hodgepodge of older students and young working professionals, marries wine more with occasions and events than they ever do with food. We drink it at parties, when we hang out at each other’s apartments, and in front of the television during date nights with Netflix. I even have a few friends that like to drink wine while writing a paper, which may or may not have once happened in the basement of our college library…

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Boomers And Busts: Sobering News For The U.S. Wine Business in 2013?

Vinted on February 12, 2013 binned in best of, commentary, wine news

Anyone remember back in 2011, when we talked about the fact that Boomers – who by and large account for the vast majority of current wine sales – wouldn’t be around forever, and so the wine biz really needed to get off of its duff and start thinking about how it would court Gen X and Millenial buyers?

Well, I’ve got some bad news for those who’ve been ignoring that advice.

In the 2013 incarnation of Silicon Valley Bank’s annual State Of The Wine Industry Report presentation, a round-table style discussion between author Rob McMillan (from SVB’s wine division), Paul Mabray of VinTank, Tony Correia of The Correia Company and MJ Dale of KLH Consulting, who discussed the results of the report live in mid-January 2013. During the discussion (uber-interesting for wine geeks and insiders, probably not so much for normal people), McMillan (who is a nice and interesting guy, by the way, something I found out when I had dinner with him at Nickel & Nickel) discussed the sobering fact that the exit of Boomers from the wine market will be a potentially enormous blow to wine sales, and that the Millennial generation requires focus to help fill the expected gap.

To ease in the understanding of this, I’ve taken a graph from the SVB report and “enhanced” it so that the implications are more, well… transparent (click to “embiggen”):

In other words, Boomers don’t just exit the wine market “feet first” (though many, hopefully, will continue to love wine and keep on buying it until they shuffle off this mortal coil); they exit it in droves when they retire. The message is this: if you’re a wine producer who hasn’t been courting younger generations as well as Boomers (And as we’ll see in a minute or two, chances are good that you haven’t), you ought to be crapping a brick right about now…

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