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All the talk in the wine world these days (besides the imploding economy) centers around one Big Question: how to capture the love and loyalty of the 70-million Millennial generation?
Millennials (born between 1977 and 1998) are already wine drinkers. Data from the Wine Market Council shows that 40 percent of 21-and-over Millennials drink wine. Millennials are willing to try new things, they explore value regions around the world, and they aren't incredibly loyal to specific brands.
Which is why the wine world is falling all over itself trying to capture that loyalty, and in the Millennials' own medium: the Internet. Kim Crawford, the New Zealand winery famous for its zingy Sauvignon Blanc, is on Facebook with events, videos, and podcasts. California's Twisted Oak Winery has a (very popular) wine blog. Wineries from Chateau Haut-Brion, a grand cru in Bordeaux, to Iron Horse Vineyards, a sparkling wine producer in California, are Twittering (or is that Tweeting?).
The question is, are Millennials listening? Part of me thinks wineries have to embrace social media to stay alive, and part of me thinks that wineries embracing social media is about as cool as one's high school teacher dressing like he's still 16. What do you think? Vote in the poll below!
| Yes | |
|---|---|
| No | |
| It depends (post your thoughts in the comments!) |
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3-04-2009 @2:30PM Dawn said... As a millennial myself (born 1985) I'm more likely to try something I heard about from a friend than something for which I saw an online ad. A good website for a winery is great but still probably wouldn't push me to buy it. Just me though...
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3-04-2009 @3:03PM Brian Krenz said... Interesting post.
I'm a Millenial and I really like wine. I'm going to drink it. I'm going to try new kinds from new vineyards. But I'm going to do it on my own terms. I don't see internet marketing making much of a difference in what I do or don't drink, just like it doesn't make a difference in anything else I do.
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3-04-2009 @3:18PM Gretchen said... I am a 43 year old woman with a blog and a Facebook account... Luckily I know that I am not cool. or 16.
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3-04-2009 @3:36PM carrie said... I am a Millenial, and I don't think I have ever noticed a wine brand through the internet. I love browsing cute shops for them though, and traveling to visit the vinyards.
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3-04-2009 @3:37PM CD said... Wineries and shops can be successful reaching out to millenials using new media as long as they go about it the right way. It is very easy to spot a marketer on Twitter and Facebook and most people are apt to run the other way. The wineries will need to do mroe than just set something up on the internet. They need to provide useful information, community or insight to get millenials to follow them. They need to view this as a long-term familiarization with their brand, rather than a true marketing campaign. It can be done effectively and well though.
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3-04-2009 @4:55PM Kassie said... I'm barely in this age group (1977) and I am super into social media. I read blogs and if a wine is recommended, I'll try it. If I could use twitter to ask a winery which wine would best go with whatever I'm having that night, I'd do it. Or if my favorite winery is offering a new product, I'd like to know via twitter or a blog or facebook.
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3-05-2009 @5:23PM Bernie B said... Considering that we in the state of Michigan are held hostage to mid-level distributors, our options are limited.
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