According to Silicon Valley Bank’s State of the Wine Industry Report 2019, “the Gen X cohort will surpass the baby boomers by around 2022 to become the largest fine wine–consumer demographic in the US.”
Even though Millennials will surpass Gen Xers in that regard by 2027, there’s still plenty of reason to invest in marketing to Generation X.
One of those reasons: Gen Xers know how to spend.
According to Forbes, an internal sales data study by WineAccess “indicates the potential purchasing power of Generation X (ages 37-52) shows signs of beating Millennials… Over the two years captured by the study, its average Gen X customer order, in dollars, was 13% greater than the other legal drinking age demographics: Baby Boomers (ages 53-71) and Millennials (ages 21-36).”
Marketing to Gen Xers is a must for wineries.
But let this demographic be a key part of your target audience, too –
Tips for marketing to Generation X
Overcome skepticism with authenticity
This generation in particular has a strong BS meter and can spot a scam from a mile away.
Conveying authenticity through your branding and messaging is essential to reaching and building trust with Generation X.
Talk about your winery honestly, tell stories about your brand and what makes you different. Use factual information to support your claims, and craft your message in a genuine way.
Have strong content across digital media
This generation loves to research to prove you and your product are who you say they are.
72% of Gen Xers research online. To this generation, a website, online reviews and social media are very important.
Another Forbes article notes a company has “seen the best results reaching Gen Xers where they already are—online—with short and sweet content focused on video that conveys engaging topics with honesty and transparency.”
Creating content that meets your customers where they are is ideal. In the case of Gen Xers, that often means creating informational, digestible content that will help your brand convey authenticity and engage.
Design your website for modern users
Make sure your website is mobile-friendly and has plenty of information about your brand and your wine types.
Many people explore website on their phone. Your site should be clean, clear and easy to navigate. Check out this blog post for more tips on designing your website effectively.
Be present on social media
Generation X loves Facebook the most, then Instagram.
Engage with your customers on social media platforms so that your brand stays top of mind and you build trust.
You can also use social media to promote your product in a more indirect way. For example, Generation X is often drinking wine at home with a meal. Provide them with promotional content around this idea, like recipes or pairings.
Use discount codes and memberships
Gen Xers are not going to clip coupons to use in-store, but they will research online and use coupon codes.
While semi-thrifty, Generation X also has the highest brand loyalty across generations. Create loyalty programs to increase your wine club from industry averages of 36% to over 50%.
Many wineries have been so busy thinking of how to market to Millennials and Baby Boomers, that they’re forgetting about Generation X.
Don’t miss out on this demographic. Incorporate these tips into your marketing strategy to reach Gen Xers with your wine.
Want some support?
We’d love to talk strategy with you. Schedule a discovery call to discuss your 2020 marketing plan to target Generation X.