Recently, Lynda Burd from Black Mesa Winery in New Mexico sent me information from foxbusiness.com about Millennials and how they are changing the wine industry.
I have to say that I am grateful for a lot of what the article has to say about the way Millennials are changing the wine industry. We are getting a little less stuffy. The article quotes Melissa Saunders, who owns Communal Brands, a wine importer: “Historically wine has been marketed to older generations and came with a huge pretense. But this generation is blowing all of that out of the water. They don’t care about the pretentiousness of a wine, they want something authentic that speaks to them.”
Ronan Stafford of Canadean Wine Report says that the Millennials who are of legal drinking age were responsible for drinking 25.7% of wine by volume in the U.S. in 2012. While this is impressive, Stafford goes on to say that this is much less that the 41.4% of the volume consumed by those 55 or older in the U.S.
I have to say that I am thrilled to see the Millennials enjoying and showing an interest in wine. In many ways they are pushing the cork on newer and not as popular varietals, on the way wine is thought of, and on many other facets of the wine business.
I also want to encourage wineries to think about all the different generations and what they have to offer the wine industry in terms of their enjoyment of wine and purchasing.
Most visitors to your winery want to be treated well; whether they are Millennials, Gen X or Boomers, they want to be treated with respect. If you show you are interested in them as individuals, get to know a little bit about them, and have some fun with them, most of them will respond in positive ways, that not only affect their attitude towards wine and your winery, they will also positively affect your bottom line profitability.
Thanks Lynda for the information! If anyone else would like to see the article, I am happy to send along the link.
A tip of the glass from me to you!