Articles Tagged nomacorc wine marketing symposium 2011

Wake Up, Wine People: Boomers Won’t Be Buying Your Wine Forever

Vinted on July 20, 2011 binned in best of, commentary, going pro, wine industry events

Although the conclusion implied in the title of today’s post probably seems obvious to many (i.e., a company/brand has to eventually court younger customers because older customers will not be able to buy their products forever), it’s worth providing some background (and a pertinent example), because otherwise this post would be really, really short (and god knows I’m not a fan of that – pithy, yes, but succinct, no).

Aaaaaand… I’ve got Millennial wine interaction on my mind, given the topic of this weekend’s panel discussion at the upcoming 2011 Wine Bloggers Conference

Below is an embed of a podcast created and originally posted by the guys over at (the excellent) Wine Biz Radio, which in part covers the Nomacorc-sponsored “Marketing to the Next Generation of Wine Consumers” conference held at the CIA in Napa (here’s some of my vid from the same event – and yes, this is probably the last time I’m gonna talk about it, okay?).  Listening to the WBR episode reminded me that some (probably most) wine producers and/or their PR folks still aren’t talking to Millennials in a serious way, and if they are, they likely aren’t doing it in the way that Millennials themselves would prefer.

I’m not a Millennial, so don’t take my word for it – listen to the podcast: at about the 56-minute mark, WBR host Randy and I talk to Kayla Koroush, a twenty-something Millennial who more-or-less told the entire audience during my panel at the event that she was age-profiled when visiting a winery tasting room in California. I.e., no one wanted to talk to her, take her seriously, or treat her as an educated consumer (and, therefore, a likely potential customer).

The trouble with that approach, aside from it being economically stupid prima facie, is that this particular young woman was actually a very educated consumer – she works at a winery.  And she was willing to stand up and talk about her experience at an industry event attended by a few hundred people, who in turn went on to tweet, facebook-post and write about it…

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Going Pro: Talking Millennial Wine Marketing in Napa

Vinted on February 16, 2011 binned in going pro, wine industry events

On April 6, I’ll be part of a roundtable wine industry panel discussing “strategies for building wine brand loyalty” among what has to be one of the most fickle (and largest) group of wine consumers ever to swipe credit cards in exchange for vinous experiences: the oft-discussed (and more often misunderstood) Millennials.

The panel is part of a larger symposium for wine industry types being held at the gorgeous Culinary Institute of America in St. Helena. My panel-mates (now there’s a word that has limited contextual usage!) will include moderator Brad Todd of the Richards Group, and Adam Strum (founder of Wine Enthusiast). Gary V is the keynote (for those who’ve yet to experience a Gary V keynote – it alone is worth the trip).

It’s going to be an interesting discussion, because I’m not sure that capturing the loyalty of Millennials can actually be done (at least, not in the way that wine-related business are used to doing it when it comes to Baby Boomers).  Still, there is hope, provided that you can continuously entertain those buyers with transparency, compelling stories that relate experiences connected with a brand, and above all continuing to up the quality of your products.  And void social-irresponsibility that could result in a brand boycott.

You know, really easy stuff, right?  I recommend investing in some Tylenol, because there will definitely be headaches encountered in marketing departments before the dust settles. For more on how the Millennial set views wine, I recommend checking out Millennier.com (because it’s authored by an actual Millennial and not a late-30s guy with Millennial leanings – like me – just talking about Millennials).

I’m calling attention to this gig because it’s a paying gig (WOOT!), and therefore deserves some mention in the Going Pro vein of articles here

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