“Marked Decline” Noted in Gen Y’s Wine Consumption
Jenna Worrell, Marketing Manager — Product and Vertical Marketing
A new report released in early 2019 provided some sobering news for the wine industry. The Wine Intelligence U.S. Landscapes report showed a “marked decline” in how often people under age 35 drank wine (and alcohol in general). Millennials had been out-drinking baby boomers and were viewed as a prime demographic, especially in the high-frequency wine drinker segment.
How can wine brands win back millennials?
According to BeverageDaily.com, 28% of millennials drink wine on a daily basis, but they don’t take the time to read the labels. So what attracts Gen Y shoppers to select one bottle over another? Colorful designs, interesting logos or a catchy name. Give the outside of your wine bottle the same love, care and attention as you do to what’s on the inside.
Wines made using sustainable practices are expected to continue to increase in popularity, no doubt appealing to eco-friendly millennials.
Take inspiration from these three hot wine marketing trends:
- Labels worthy of a second look
Capture attention with creative visuals that demand a second look. Consider all the elements at your disposal, from your logo and the wine’s name to the color, texture and embellishments on the label. Don’t overlook the container, either, because the popularity of boxes and cans continue to rise. More new wines are introduced every year, yet marketing budgets remain tight, so standing out on a crowded shelf is more important than ever.
- Unique toppers, tags and towers
Call them what you like – hang tag, bottle necker or cone collar — these point-of-purchase add-ons are a great way to differentiate your wine. Use them for special promotions, coupon discounts and new product releases. Other uses include touting a high wine rating or special award or telling your brand story.
- High-tech and hyper-social
Millennials stand out for their use of technology and social media, so use tactics that appeal to those interests. One engaging example is 19 Crimes’ augmented reality app, which brings to life a “talking bottle” where the convicts depicted on the labels tell their side of the story. Popular at in-store wine tasting events, videos of customers using the app have gone viral on social media too.
Craving more creative ideas? Check out these 10 great wine bottle logos and labels designs. Cheers!
