Wineries search for new ways to draw in younger demographic

The twenty-something consumer market might not want to host wine and cheese parties, but wineries still want to ensure that they are able to properly target those consumers. Everything from unique wine labels to singles events and laid-back tastings are being used, according to an article in the Los Angeles Times.

Jesse Porter runs a discussion group called Young Winos of LA, and told the news source that young wine consumers are willing to experiment and develop a more sophisticated palate.

“Wine producers, retailers, restaurateurs and event organizers have resorted to all manner of gimmickry,” he said. “But none of these misguided appeals address the ever-growing desire among young drinkers to know what it is they’re drinking, why it tastes the way it does, and how that information will help them discover other wines they like.”

With the baby boomer generation aging, millennials – individuals aged 21 to 34 – are starting to look more appealing to wine producers, according to the LA Times. Furthermore, a report from the Wine Market Council trade group, half of that age group surveyed said they are drinking more wine, and are eager to learn more.

Promotions are becoming more sassy, with companies like Calendar Girl Wines debuting red and white wines called Bodacious Brunette and Buxom Blonde, respectively. Even celebrities are lending their names to help design custom labels. Brad Pitt and Angelina Jolie are releasing a a vintage rose wine called Miraval from their French estate while Drew Barrymore created Barrymore Pinot Grigio last year.

Reaching any target audience requires companies to have eye-catching and informative labels for their products. Investing in a Primera LX900 color label printer can help wineries or other organizations create unique designs that positively promote their items.