How can the wine industry reach the younger generation?
Each year, millions of young adults reach drinking age, yet the wine industry sees very little benefit from this new potential market.
The world is changing rapidly, led by the younger generation, and industries that adapt are thriving – yet the wine industry continues to use the same structure for selling wine that they’ve used for generations, and research shows that the consumption of wines in the younger generation is very low.
These young adults are more interested in distilled drinks these days, and even in the Barossa Valley wine region, which is world famous for making premium Australian wines, we can find several Gin distilleries that are becoming more and more popular amongst the younger generation.
What’s wrong? Can we change the scenario?
The general approach from wineries has been to produce cheap, low quality wines with colourful labels to sell to the younger generation… but is that really what they are looking for?
What can we do differently? Traditional labels have been working for years, are they still working? Are the full-bodied wines, which receive high scores by the likes of Robert Parker, attractive for the younger generation? Do we need to make low quality wines for them to start their wine drinking journey?
If we look outside the world of wine, the younger generation have shown they have good taste and are prepared to pay for quality products. Just look at your local café… chances are if it serves “Smashed Avocado” for $25 and single origin coffees for $5, there’s a line around the block on Sunday morning of the younger generation waiting for their fix.
How much does a good bottle of a Gin, Whisky, Vodka, etc cost? If the younger generation pay $80-$100 for a bottle of Gin, or even more for a bottle of whisky, why do we believe they won’t pay more for a bottle of premium wine?
Maybe we have a new market to explore?
VRANKEN-POMMERY MONOPOLE
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