Making wine is the easy part. The hard part is selling it. The times are changing and wineries are going to have to change their methods to keep up. WineBusiness.com recently published an interesting article by Liz Thach entitled Tips to Market Wine to Millenials. It seems that getting through to the young folk of today its all about reaching them ONLINE above anything else. Something that NZ wineries are not very good at doing, at least not yet. Read on...
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To cut a long story short, the millennial generation is massive, growing and wine loving - but how to attract them to your product ? When buying it seems they value speed, reliability, friction free transactions, honesty and convenience. Price is not the major driver.
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The majority of purchasing decisions are based on word of mouth which come from either face-to-face, online social networking or texting. When asked what type of wine advertising and promotion works best, the Millennials cited online marketing (Facebook, blogs etc) in first place and wine events as second.
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Just a look at the online stats shows where the future lies. Most use Facebook and update at least twice a day, Twitter is popular but second to texting for short messages. 90% own cellphones and text on average 500/month. Email is old hat. A third have a blog and half read blogs. They watch huge amounts of online videos (eg Youtube) and forward to friends often. They spend more time online than in front of TV and use their phones almost as much as computers to connect to the Internet.
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Ive just done a spellcheck on this blogpost and my computer has highlighted 'millennials', 'facebook', 'texting' and 'youtube'. If it cant keep up what chance have I, wheres my pipe and slippers?
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