Wine TV Millennnial Marketing Secrets! | Jessica Altieri
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Wine TV Millennnial Marketing Secrets!

Jessica Altieri on February 22, 2010 - 6:44 pm in Featured Video, Vino2010, Wine Events, WineChannelTV

Wine TV and Millennials

It’s so simple. Video or Text? What would YOU rather have as a marketing pitch to you? Well, what do you think “millennials” would rather see?

When you think of the traditional target audience for wine, young people usually do not come to mind.  It may be common perception that wine appeals to a more established, wealthy and sophisticated type of crowd.  However, if marketers don’t do their research and continue to market based on this conception, they will miss out on one of their biggest audience opportunities.  Research by Nielsen and the Wine Market Council actually shows that millennials (consumers between the ages of 21 and 30) actually account for almost half of the wine industry’s growth as of 2009. In addition to this change in status quo, another trend has taken a recent shift—purchase location.  Since 2004, while the percentage of on-premise wine sales has remained relatively stable, the amount of off-premise sales has steadily increased.  This fact, coupled with the fact that millennials are becoming more frequent consumers of wine makes social media (the medium used by an overwhelming amount of millennials) a no-brainer medium for the wine industry. WineChannelTV is a great example; ok, self promotion here.

In addition to being a growing consumer of wine products, millennials have also proven to be less pessimistic about the state of the economy, making them more willing to spend higher amounts of money on non-essential items such as wine.  So we’ve now covered what makes millennials a great new target audience for wine producers, but now how do you reach them?

As mentioned before, social media is arguably the only feasible way to first introduce a brand to these consumers.  This is because these young shoppers are very unlikely to make a purchase of an unknown brand after only seeing a paid advertisement.  Millennials have a tighter “SPAM” filter than any generation before them, and a very low level of trust, especially for placements they know are paid-for.  That being said, what these people do trust are their friends.  They like to hear tailored messages coming from people they know, whose opinions they can count on.  This is why there is no other medium better than social media for the future of wine marketing.

Not only is this the best medium to build brand awareness and reputation, but it is also the medium that this generation uses most.  Take Facebook for example—according to another Nielsen study, millennials are known to spend anywhere from 2 to 8 hours a day on the site (as opposed to the overall average of 55 minutes).  A few ways to market via Facebook are to create a fan page for your brand.  But that isn’t all you have to do.  You have to stay active on this page.  Similar to the dis-trust young people feel towards paid placements is the disgust they have for being “talked at.”  This goes for using other media such as blogs and twitter.  You have to engage your consumers—give them a reason to follow your updates, whether it be giveaways, discounts, or even a humorous post or comment every once in a while.  Furthermore, never discount the power of these tools as a way to get your own feedback.  Rather than pay for a stuffy generic survey, ask your fans what they think, what you’re doing wrong, and what you’re doing right.  No matter their age, people like to feel important, so give them the chance and it will come back to you ten-fold.

Wine Channel TV and Wine TV with Jessica Altieri is a fun wine tv and wine guide, travel lifestyle channel to learn about wine in a fun and entertaining way. Watch Wine TV for wine reviews, wine guide, wine news, wine travel, food and wine pairings from winemakers around the world. Visit and watch Wine TV shows from wine regions with winemakers, celebrity chefs and more. Wine TV and millennials is your one stop place for wine millennial research.



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