What type of wine are Millennials drinking? What promotions work with Millennials? Read how 4 different wine brands are targeting Millennials.
Rosé All Day
Targeting wine to Millennials? Rosé represents a mere 1.5% of the U.S. table wine market, but sales climbed 53% by volume to sales of $258 million in the last 52 weeks, according to Nielsen. Who is driving this rise? Millennials and their hashtag #RoséAllDay Read more here.
Courting New Customers
Wines of Chile came up with the idea of combining speed dating while trying wines of Chile. They partnered with Match.com and 14 Total Wine & More stores to target Millennials. Great idea, since we know Millennials love to attend events to learn more about subjects they are unsure of. Read more here.
How do Millennials chose wine?
“Millennials don’t get as bogged down in appellation or country of origin—it’s really about the brand,” says Treasury Wine Estates vice president of marketing Barry Sheridan.
“The company’s 19 Crimes label—which is the top Australian wine over $10, according to Nielsen data—is a case in point. The wine, which includes both a red blend and a Cabernet Sauvignon (both $11.99 a 750-ml. bottle), is named for the number of crimes that once carried a punishment of transportation to Australia. ‘The wine takes a lot of cues from brown spirits and broader trends around millennial consumers hearkening back to their grandparents’ days, or even further back,’ Sheridan says.” Read more here.
How giving back can grow your wine brand
Wine store Vinomofo tapped into the Millennial urge to give back to their community. They created the ‘Vinobomb’ project – a campaign whereby Vinomofo helped people perform random acts of kindness. Each month the company would take nominations for a person or people doing ‘awesome’ things in their community. The winners would then have a Vinobomb – a box containing wine and other treats – dropped on them with the help of partnering with the digital taxi service Uber. Read more here how they did it.