Wine Marketers: 3 Tips on How to Draw Millennials Away From the Craft Brewing Industry

There is a potential to capitalize on millennials as they emerge into the market and will surpass Gen Xers by 2026 becoming the largest cohort to consume fine wine, according to the Silicon Valley Bank State of the Wine Industry 2017. With a BA in sociology and public relations taking a Social Media Marketing specialization course through Northwestern University with an interest in wine marketing, I have found two articles highlighting the importance of reaching the millennial market.

In a recent Forbes article, Pamela N. Danziger, dives into the generational shift in the wine industry with Rob McMillian, EVP and Founder of Silicon Valley Bank’s Wine Division, and the challenges it is facing today. McMillian stresses how millennials are not shifting into premium wine unlike their baby boomer parents for a number of reasons - from the rapidly expanding craft beer industry, the economic disadvantages they face, to the experiences millennials are looking for with a brand.

The second article found on Forbes #Under30, titled Are Millennials Wine Snobs?, by Larissa Faw, concentrates on how young drinkers are permanently shifting the wine industry. According to Faw millennials want authenticity from their wine brands and don’t particularly pay attention to labels touting “chateau”, year, or critic, therefore you see a shift in branding to concentrate on trending typefaces, lingo and cool graphics. Millennials have also become anytime drinkers, meaning they don’t just drink a glass of wine with a meal - it is a social activity. Faw thinks wine companies needs to create more of a digital narrative, to grow a community for the digital natives creating accessibility and more direct to consumer services.

• User-generated content- According to Webpage FX, millennials trust user-generated content 50% more than branded imagery - create story based to DIY content - to entice the younger market into the premium wine industry.

• Create community- Millennials love to share their experiences as they are more friendship oriented.

• Don’t Wait- As baby boomers fade out of the market, wineries need to create brand loyalty by appealing to millennials to compete with the craft brewing industry.

By slowly re-examining and implementing new marketing strategies, you will be able to bring millennials into the wine industry providing a stepping stone to premium wine.

Colleen Sengstock is a passionate marketer and social media content creator. She’s in a social media marketing specialization course through Coursera in association with Northwestern University to further her education beyond her BA in sociology and public relations. Colleen has a keen interest in wine/wine marketing and you can reach her on Twitter @casengstock.