WTN Services-Millennials and Wine- Part One-The new wine drinker
Today’s coming-of-age generation is the Millennials – and they are very different from either generation X’ers or the “Baby Boomers” generation. This generation- Millennials’ will be the largest generation in history of the US consumerism. This generation is the first born entirely into the computer age and the speed of life it brings is quicker and different than any other past generation. Expectations are certainly different. This generation processes more information more quickly – and multi-tasks more efficiently – than any earlier generation. Why do we care? Guess what, all indicators are that the Millennials drink wine.
The rules for this new generation extend far beyond the boundaries of the wine category. Past generations drank Coca-Cola and Pepsi and craved the classics– at least for a moment- remember the term “Coke Classic?” With this, Millennial generation, we now have: Cherry Coke, Vanilla Coke, Wild Cherry Pepsi, Vanilla Pepsi – even diet cherry vanilla Dr. Pepper more twists on the past soda drinks- a reflection of retro drinks from the soda jerk updated with the desires of the computer raised generation. If you look at “Sprits” there is every flavor under the sun of Vodka as an example. All those varieties get a premium price, unique bottling and driving them to spend more in a market that is more and more segmented by unique offerings that make the Millennial feel special, unique or different. These line extensions will apply to wines as awareness of their wants and needs builds…Cabernet, Chardonnay, Merlot – and the classic formulas of Burgundy and Bordeaux will not cut it any more for this demanding generation.
Millennials use wine differently, as well. They are not saving a bottle for the night they pop the marriage question. They do not store wine, they drink it, savor it with immediacy like how they want to live their life. They do not serve it at a romantic dinner; they share it with a group of friends as a social event. The wine needs to be part of the conversation, entertaining and provocative-something different from what- that shared before.
The difference can be in concept, in label, in package in presentation and what conversation it brings. This generation is not bound by traditional wine “rules”. So be prepared this generation will change everything we think we know about wine sales, shipping, packaging, distribution, fulfillment and more….