Millennial wine drinkers are open to influence

Influencing a consumer’s decision at the last minute is an effective sales tactic, especially if that shopper did not go into the store with a strong idea of what to buy. Someone with no pre-planned agenda will have to choose, and this is where brands can make their appeal felt.

Winemaking is a field where such time-of-purchase influence should be a priority. FoodDive noted that in light of recent Nielsen research, there is a strong case for great wine labels – ones that will catch attention. These go along with other kinds of in-store advertising, such as promotional activities that speak directly to shoppers.

What do millennials want?
Seeing as “millennial” has been a stand-in word for “kids these days,” it’s strange to think of them as a target audience for alcohol. However, with a significant portion of this group now well into their thirties, there’s a real opportunity to reach out to them on behalf of a wine brand. FoodDive noted that outreach via ads and labels may be especially effective at targeting millennial shoppers, as older generations have had many more years as legal drinkers. Young people are just getting a feel for their favorite brands, and looking for good options.

The Nielsen data revealed that when millennials go to the store to purchase alcohol, 61 percent have no particular brand in mind. This is a huge difference from baby boomers, who are completely undecided only 34 percent of the time. Wine buying is met with even more uncertainty than alcohol shopping in general: Millennial shoppers pick a wine brand on the spur of the moment 62 percent of the time, 1 point above the general alcohol numbers.

The value of imagery
Back in January, Quartz noted that millennial shoppers are interested in pretty-looking wine bottles, rather than more staid or subtle imagery. The news provider reported that drinkers asked about what kinds of labels are their favorites spoke in favor of uniqueness, creativity, style and bright colors. The source noted that millennials and baby boomers both affirmed the importance of great-looking wine labels, with Generation X, sandwiched between the two, less interested.

Get the right wine labels
When it’s time to create a new set of wine labels, vintners can bring the process in-house, provided they have a high-quality printer. With the marked importance of branded imagery on wine bottles, it’s essential that leaders not sacrifice printing excellence. Assets such as the Afinia A801 can help them strike this balance between great printing and the control that comes with in-house operations. Find it in our U.S. store or our Canadian shop.