Marketing Wine to the Next Generation
Sonoma, Calif.—At a large wine festival in New York, Tyler Balliet witnessed what he described as “one of the saddest things I ever saw.” A group of young people who—while excited to be at the $85-per-ticket event—were clearly flummoxed about how to appreciate wine. Without knowing what to do, Balliet said one member of the group turned to another and said, “Screw it, let’s just get drunk.” The story, Balliet said, serves as an example of how the wine industry has failed to connect with the younger generation of U.S. wine drinkers. According to Mutineer magazine editor and founder Alan Kropf, it’s emblematic of the insular, niche wine culture that has reduced the joy of drinking wine to mere scores in a 100-point system. To change that, Kropf, Balliet and a host of other young wine experts paid a visit to California’s wine country this week to present the Mutineer Magazine Marvelous Millennial Wine Marketing Circus. Before stopping at Sebastiani Winery in Sonoma last week, the troupe peddled its message in the California wine locales of Calaveras County, Santa Barbara and Paso Robles. They delivered a presentation in Napa Valley at Charles Krug on Friday. The “circus” included confetti blasters, free popcorn, music and the appearance during one presentation of a helium-filled, shark-shaped remote-controlled blimp that floated above the heads of the roughly 100 people in attendance. Kropf said the surge of new wineries in the past decade, the advent of new media and rise of direct-to-consumer sales have created the opportunity for a profound cultural change in the wine world. In the past, Kropf said wineries have been focused on a limited revenue- and balance sheet-driven view of the industry. Success in the future will depend on how authentic wineries are in their effort to connect to consumers. “Good wine is not enough anymore,” he said. Instead, wineries will have to be innovative and unique in their marketing while not sacrificing the authenticity of brand image.
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