• by Miles Marmo , October 11, 2024

The wine industry stands at a pivotal crossroads, facing the challenge of engaging a younger demographic that has traditionally leaned toward ready-to-drink (RTD) beverages. To capture the interest of this new generation, forward-thinking brand leaders need to embark on a journey of “reverse aging.” This means understanding the values of younger consumers and articulating a thoughtful message that appeals to a demographic that is much more skeptical than its older peers.

The jargon of varietals and winemaking techniques, while fascinating to insiders, can feel intimidating and exclusionary to those unfamiliar with the nuances. This approach has created an echo chamber, isolating the wine community rather than inviting a broader audience into the fold.

Occasion-based marketing to the rescue

To reverse this trend, the wine industry needs to demystify its product and make it more accessible. One effective strategy is to embrace occasion-based marketing. Younger consumers often choose beverages that fit specific moments in their lives --whether it's a casual get-together, a beach outing, or a festive celebration.

Wine brands can tap into this mindset by positioning their products as versatile companions for a variety of occasions, breaking away from the perception that wine is reserved for formal or special events only and shifting the focus onto something other than varietals and jargon that younger consumers may not know or care about.

Several wine brands have already pivoted in this direction with great success. For example, Stella Rosa’s cleverly named “Stellabrate” campaign encourages consumers to celebrate everyday moments with their products. 

By simplifying their messaging and highlighting the fun, social aspects of wine, brands will be better prepared to capture the attention of younger audiences. Consider campaigns that focus on the experiential aspects of wine drinking, such as pairing wine with specific occasions or outdoor activities like 4th of July, camping and beach-going.

Demystify your product -- the power of transparency for young consumers

Data from Forbes shows that Gen Z and younger generations value authenticity and transparency. People like to know and see directly what they are getting, and Gen Z-ers are no exception. According to a Harvard Business School study, open kitchens where consumers can see food being prepared lead to a 17% increase in customer satisfaction with food and 13% faster service.

Interactive and experiential marketing like the augmented reality experiences provided by Australian winemaker 19 Crimes, virtual tastings, wine and food pairing events, and collaborations with influencers can also help make wine more approachable. By presenting wine in a context relevant to younger consumers' lifestyles, brands can foster a sense of inclusivity and excitement around their product.

The wine industry’s path to capturing the next generation of drinkers lies in shedding its old skin and adopting a fresh, inclusive approach. But this demands that wine brands embrace a mindset of change, and understand that strict brand tradition and steadfast consumer loyalty is not something that companies can depend so heavily on anymore. By focusing on occasion-based marketing and educating their customers, wine brands can redefine themselves and create lasting connections with the next generation of drinkers.

This post was previously published in an earlier edition of Marketing Insider.