According to a Bustle blog post, “Millennials are drinking so much wine, they are changing how it is sold.” As an avid wine drinker myself I could argue that i have changed the wine industry all by my lonesome. In this article, the writer discusses how winemakers are adapting to the changing market. They are forced to because more “millennial-savy.” Wine delivery, check-in apps, and social media are now apart of a new marketing strategy to catch the attention of this growing market. Much like many evolving markets, adapting to the current times is a must.
With that being said, what are the best ways to attract a millennial market? What makes them tick?
Well, to begin with we first must recognize that the term millennials is a broad category that encompasses many people in MANY different age groups. This category can range any where from those that are 18 to 35. When we think of college age students we must recognize that their budgets are not as friendly to nicer wines.
This is where the Gallo’s and Yellowtails really have their opportunity to shine in this industry. Not only are they cost effective but they have a unique ability to introduce consumers to the beauty of wine. These types of companies can take full advantage of implementing different advertising strategies because they have such a loyal following. What younger wine enthusiasts are looking for is a brand that is willing to take risks, support what they support, and relate to them in various ways. They can use social media is ways that make consumers want to follow them and keep up with them. Humor and relevant content is a fantastic way to start the consumer on a journey with the brand.
The older millennials tend to be more open to more expensive wines. Needless to say they tend not to drink wine to get drunk but more so for the taste. Smaller more specialized wine companies can take advantage of their willing to try newer and nicer wines by connecting with these older millennials through social media more like facebook rather than instagram. This audience is more likely to interested in wine boxes that are shipped to them because of their disposable income.
Social media and wine are both important to consumers, so a growth in tandem is not surprising.