Millennials are a popular, nay hyped, topic among those in the wine industry. Wine marketers excitedly chase this demographic with the latest packaging, social media campaign, or on-trend red blend.
As a millennial myself, I tend to roll my eyes when I see wine news interspersed with phrases like, “targeted at millennial consumers,” “aimed at millennial males,” or “courting a new generation of wine drinkers.” Note: all of those are pulled from the last week of industry newsletters. Usually what follows, to my millennial sensibilities, seems insincere and manipulative. I want something that is authentic and truly appeals to me vs. a product and campaign that’s attempting to get more share of my wallet.
Plenty of research studies, both within and outside of the wine industry, are directionally useful to understanding younger wine drinkers. Gallo’s latest Consumer Wine Trends Survey featured a number of findings about millennials. The Wine Market Council has put out a succession of media alerts highlighting its recent annual research, including millennial consumption trends. Or for a more general understanding, the idea and content engine, psfk, publishes frequent opinion pieces covering millennial marketing and case studies. Given the hotness of this topic, the list of sources goes on.
However, in my opinion, the most insightful way to learn and to gain credibility with millennials is to go right to the source. Fill in the holes of millennial truisms with your own conversations & experiences, and with the experiences of others who are on the frontline of working with millennials.
To this end, I had the chance at this month’s Vino2015 to listen to a panel discussion all about Echo Boomers Growing Impact in the wine world. This panel included Jack Mason, wine director at Marta, a Union Square Hospitality Group restaurant modeled on the “rustic tradition of Roman pizzerie.” Jack, himself a 27-year old millennial, provided extremely useful and resonant primary observations on what millennial wine drinkers seek in their dining experiences.
He began, “Millennials are lazy and rebellious. They want to be in the know and they want a unique experience.” Read the rest of this entry »