How The Wine Industry Can Cash In On The Millennial Market
Is the wine industry striking out with younger generations? As a wine blogger, I’ve noticed a major disconnect between wine industry and the growing trend of digital marketing. There is a lot of speculation that the industry is going to go through some big changes over the next decade. And there’s no question that most of that change will be attributed to Millennials. With that said, the brands that will rise to the top are going to be the ones who fully embrace the digital era.
Although the wine industry is deeply rooted in tradition, there’s no question that marketing still plays a key role in the industry’s success.
So how can wine brands start taking advantage of these digital and millennial-driven trends? I’ve put together a list of tips below for brands to start becoming more digital-savvy. When done properly, these strategies can be game changers for wine brands who are looking to cash in on the Millennial population.
According to a study conducted by Expedia and the Center for Generational Kinetics, 74% of Americans now prioritize experiences over products or things. This is a HUGE opportunity for wineries, as more people are recognizing wine tasting as an experience that is worth traveling for.
In addition, we live in a mobile-first world, which means that wineries of all sizes can create unique experiences for customers to capture and share. Consequently, those customers will start sharing their experiences and recommending that brand to their friends.
To sum it up: Experiences matter.
Build Your Community With Social Media
I believe that an up-to-date website and social media presence isn’t optional – its required. For instance, many other industries have recently been transformed by the popularity of small “boutique” brands. What sets these small brands apart from the rest? Strong social media presence and online communities. Many small brands have an advantage as they can grow their online communities with like-minded individuals who are actively participating. This could be a game changer for wine labels of any size.
Engage And Connect
With the rise of social channels, the consumer is becoming more involved with their favorite brands. In some cases, consumers even take an active role in the creation of the product. Wine labels could see great growth & success by putting their customers at the center of the feedback loop. As an example, this can be done with events, social media, and influencers.
Keep It Simple
One of the most common mistakes I see wine labels make is overcomplicating their message. For instance, many wineries focus on their craft with so much passion that their marketing turns into a long list of adjectives that get lost when read by their potential customers. When it comes to wine vocabulary, there is a large gap between wine professionals and millennials. In short, make sure you’re focusing on the ONE thing that you want to be remembered for.
The word “authentic” has become a buzz word lately, but it’s an important topic when it comes to branding. With such a saturated market, the brands that stand out are those who are truly authentic to who they are in every way. In short, Millennials fully embrace brands who are honest, consistent, and transparent.
To sum it up, people want to feel more connected to the brands they interact with. Wine brands will see great success as long as they get with the “digital times”, build their businesses with heart, and put their customers at the center of what they do.
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