The Millennial generation is a marketing force to be reckoned with, but their impact on commerce could extend beyond popular products: this generation is also shaping how we view certain products. Wine-makers, in particular, are attempting to appeal to more than just their niche audience, and interest from Millennials could help them to do so if they market effectively.
Dan Berger of the Press Democrat argues that the changes Millennials are bringing to wine culture are good for the industry as a whole. Specifically, he says that this age demographic has inspired wine producers to focus on diversity, trying out red wines and “bubblies” and causing some familiar types, like Zinfandel, to develop more “distinctiveness” depending on where they are from.
Speaking to AdWeek, wine marketing expert Stephanie Gallo of E&J Gallo recently described the different outlook on wine consumption Millennials have when compared to older consumers. She said that wine could take lessons from coffee on how to translate a “premium” consumer good into a widely-loved staple in every home.
“Millennials often see wine as a casual, social beverage, similar to beer, cider and fruity cocktails,” she said. “They’re willing to do things previously unexpected with wine, such as use screw-top bottles, serve premium wine from a box and make cocktails with wine.” She also said that wines, including sparkling wines, are going “from a celebratory beverage to an everyday drink.”
How does this translate into attractive and functional wine labels? Consider the aspects of a specific beverage that are most appealing to the Millennial market and emphasize them with professional color label printers. For example, these labels can mention the rare or exotic nature of a certain grape or highlight the more distinct details that make a drink unique.
Leave a Reply