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millennials

Millennials, an easy target for wine brands?

March 3, 2010

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 [...]

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1999-2009, a Decade of Innovation

January 4, 2010

In 1999, the Web was still considered an innovation in Europe. In France, 11,6% were connected; 100,000 adventurous people are managing their bank accounts on line; e-commerce brings 200,000 euros! It was also the time of the Internet boom: start-ups are getting millions from angels and investors. After two years of euphoria and craziness, it [...]

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An Obama generation of wine drinkers?

January 14, 2009

According to Decanter correspondent Howard G. Goldberg in New York, the wine industry puts a lot of hope in the new generations of wine drinkers, those who are influenced by Obama. “In the same way that Obama exploits the Internet to advance his agenda, Millennials and Generation X members are more likely than other generations [...]

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Niche branding or narrow branding?

January 5, 2009

In those lean times, a marketer feels compelled to define the best strategy at the lowest budget, especially for mediuim-sized brands. In his article “Brands:Taking a narrow view”, published on brandchannel.com, Chris Heile suggests that narrow branding “embraces the positive qualities of the brand, sharing them in more detail with customers. Think of it as [...]

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Wine, a new trend among Millennials?

December 17, 2008

“A whole new generation is flocking to an ancient beverage [...]“, writes Courant journalist Cecily McAndrews on US Millennials. I already wrote a lot on Millennials’ taste for wine whether in the US or in Europe. What I’d like to point out is the rise of the emerging markets’ Millennials. Chinese and Indian young people [...]

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Marketing to Hispanics

December 12, 2008

A thread on ethnic marketing on OWC and our Wednesday podcast on Spanish wines started me thinking on marketing to Hispanics in the US. I mentioned in Wine Brands the initiative of Round Hill Winery, California, in 2004 with their “Bolsa de Recetas” or “Bag of Recipes” on their bottles of wine. It was the [...]

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American Millennials and Champagne

November 18, 2008

Is Champagne the same as sparkling wine? Don’t take the Millennials for dummies: they can tell the difference. This information and more comes from a study conducted by Sonoma State University through a few focus groups of Millennials, composed of 21 men and 25 women. Let’s forget about the 9 out of the 47 participants [...]

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Generation Y: the lost generation?

June 24, 2008

Everybody – myself included – is fascinated by the Millennials and seems to overlook the older generation, the Generation Y – those people now in their 30s. A very thorough study by Proximity Worldwide showed this generation should not be forgotten because they develop very interesting consumerial patterns. The study showed three major groups: – [...]

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The Millennials: the next generation of collectors?

June 23, 2008

“There are a lot of young wine drinkers nowadays who are starting to be the next generation of collectors,” said Wesley Steffens, 31, who manages his family’s new Vineyard 7 & 8 winery on the hills over Napa Valley. This somewhat provocative statement made me think about the future of wine and more specifically of [...]

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After women and Millennials, a new target: the gay community?

June 20, 2008

I was reading this morning recent and older articles on the demographics of wine consumers. When writing Wine Brands I was mostly interested in two groups, women and Millennials. I might have missed a third group, the gay community, targeted by wine makers as early as 2003. Let’s go back in time. This early move [...]

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