And it’s true. At last. The millennial generation is arguably the hottest topic in the US wine industry this year. IMHO, millennials will be to wine in 2010 what social media was to wine in 2009 – a game changer. And just like social media, companies within the wine industry can either adapt and thrive, or stick their heads in the sand and be left behind.
Quite frankly, NO ONE should be left behind. So for those interested in educating themselves, their co-workers, or (yikes) even their bosses, I’ve compiled a short list of resources that is designed to catch ANYONE up on the current state of the wine/millennial connection. Look at it as a bibliography for future conversations in 2010.
- First, some background on what millennials are and why we matter: http://millennier.com/2009/03/13/meet-a-millennial/ Please note: this was my first post and is almost a year old, but contains helpful definitions and reference links itself (very helpful).
- Now, get familiar with John Gillespie of the Wine Market Council. In my mind, this man singlehandedly lead the charge to bring the importance of the millennial generation to the fore in the wine industry. You will see him quoted in just about every study of value dealing with this age group in wine. Get used to it. Like this article by Wine and Spirits daily writing about his recent presentation at the US Wine Consumer Trends in Dallas. Here you can see the numbers behind the hype.
- Take a look at this millennial/wine fact cornucopia compiled by millennial marketing guru Carol Phillips. This post breaks down the research into highly digestible facts and soundbites – it will be invaluable in conversation.
- For the hardcore marketing folks out there, here’s another Carol Phillips piece on the dangers of market segmentation and gen-y.
- Latest research – this is a digest of the 2009 Wine Market Council Consumer Tracking Study Report where millennials play a huge part.
Obviously, if you’re looking for more detailed information on millennials and wine, you’re sitting right in the middle of a blog entirely dedicated to the GenY/wine connection. Check out the Millennier archives, if you feel like learning more.