Millennials, an easy target for wine brands?

by Eve Resnick on March 3, 2010

in General

Millennials are the dream target of many wine brands. They have time, they have money and they crave learning about wine. Really? Think twice. Or, as 29-year-old journalist Nadira Hira put it, “think authentic, don’t think marketing!”.

Is it bad news? Not really. Millennials are a generation of zappers, with short attention span but they have strong values: they believe in authenticity and honesty. No more marketing stories but the truth, nothing but the truth: who is the winemaker? What is the story behind a brand? What is really in the bottle? No fairy tale, but a true story.

Technology can’t be ignored either. Every Millennial (at least almost) has a mobile phone and a laptop. They love searching the Web for videos and various “fun” sites. How does it translate for a winery? Wineries can’t ignore Facebook, Twitter, videos, mobile sites and social media if they want to reach the 76 million of Millennials.

The Millennials are really a difficult target but they are worth the effort: wine is part of our common culture and what better job than teaching the beauty of wine to young people?

Comments on this entry are closed.

Previous post:

Next post: