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?

Marketers are always on the look out for new consumers. They seem to have bypassed an interesting category, the Boomer Woman. What is so different between a Boomer Man and a Boomer Woman? A Boomer Woman just spent 20 or 25 years of her life building her career, child rearing and managing a home. Women feel like they now have a lot of time and a lot more money to devote to themselves. Their discretionary income improved a lot and they now have an important professional and personal network. They are connected, they have a Facebook account and sometimes are even on Twitter.

According to a recent study by VibrantNation’s “Well-Connected and Wired,” a quantitative study of 1000 Boomer women, “boomer women influence 80% of the $2.1 trillion in consumer goods purchases made by the boomer demographic each year — the largest of any segment of the population. Every day, 8 of 10 boomers are online, making them the largest online consumer.”

What does it mean for brands in general? Most of the time, those women don’t refer to advertising or television to make their buying decisions. They listen to other women of their kind, whether on line or off line. They are ready to indulge and pamper themselves. How can a wine brand tap in this market? Wine and food are very seductive and part of everyday life. Wine brands should appeal to the tastes and skills of those women. Pink labels and silly names? Why not? Wine can be fun. If behind the pink label and the silly name, there is a good wine, then there will be a happy consumer. This happy consumer will refer the brand to her peers and this piece of good news will go around. QED!