Monthly Archives: April 2009
The How Series 4: Gen wYne Club – Expanding to Millennials
Many wineries today are concerned with the declining number of wine club members. Wineries with smaller case productions especially need to find a way to grow these repeat customers right now – WITHOUT dropping prices. One solution: Build a special club for the younger consumer. Continue reading
Filed under Growth, HOW Series, Marketing, Outreach
The How Series 3: Millennials and the Search for Authentic Experiences
Millennials are searching for authentic experiences. Whether it’s a huge group pillow fight on the streets of Downtown LA, a Flash Mob in NYC, hiking the Appalachian Trail or backpacking through Europe. There are many points of view (including my own) on WHY this is the case, but a more immediate question is how businesses in the wine industry – ESPECIALLY WINERIES – can tap into this search and become a part of it. Continue reading
Filed under Basics, Experiences, HOW Series, Marketing
The HOW Series 2: Building a Millennial Customer Base
A big concern for many of us in the wine industry is price points – will we have to drop prices in order to make money these days? Many people associate price drops with the Millennial generation because it’s assumed they buy cheaper wines. What if instead of dropping prices and hoping to gain sales, a business could build an additional customer base with their EXISTING prices? A business will have to change a few things in order to create a Millennial customer base, but prices don’t have to be one of them. Each Friday I’ll be bringing you a specific tip and serious insight on how to reach out to Millennials as CONSUMERS. You can put these tips into practice immediately and see for yourself how effective they can be. Continue reading
Filed under Basics, HOW Series, Marketing
Leah Hennessy is a member of the Millennial Generation working in the wine industry. She is the owner of the consulting firm & brokerage, 
