Tag Archives: millennials

Millennier Has Moved: Subscriber Update

Yes, it’s very exciting – Millennier has moved on up to millennier.com . For my super-special subscribers who are still connected to this RSS feed and for those encountering this site through old links, here are a couple of options for you to KIT (keep in touch) without spending a ton of time in RSS land.

EMAIL SIGNUP

This link is a form for the Millennier email signup. This was designed as an alternative to RSS subscription and will offer all the same information. It also gives you the added option of choosing the frequency of emails – so if you don’t want to get an email every day there’s a new post, you can simply have an email with all posts from the last week delivered to you on Monday morning.

RSS UPDATE/SIGNUP

If you prefer RSS feeds, you can update your feed by hitting the orange chicklet on this page, or by clicking here . For the DIY’ers, the new RSS address is http://feeds.feedburner.com/millennier .

My most sincere thanks and I hope to see you over at millennier.com !

-Leah

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Millennier Has Moved to Millennier.com!

It’s true. Millennier has moved to its very own url: http://millennier.com Hooray! We’ve got a brand new look but all of the content (even the comments) are the same.

SUBSCRIBERS: You are all extra-special people to me. I’m working to transition you as seamlessly as possible, but if you experience any issues with RSS subscription, please let me know by leaving a comment or emailing subscriptions@millennier.com .  Many thanks!

-L

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Y is the New Black: Why Millennials Matter to Wine in 2010


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.

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.

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MIND THE GAP: “Phase 2” Proves Elusive For Wine Industry & Millennials

About a BILLION years ago (well, more like 6 months), Gary Moore, author of Vinotrip: A Maryland Wine Blog, put into type-written the words what EVERYONE looking to reach out to Millennials should hear. Everyone in the wine industry, anyway.

In a short and sweet post about the increasingly big deal being made about wine companies reaching the millennial consumer, he finished with the following invaluable question:

“You sell alcohol. How hard can it be to sell alcohol to college graduates in their mid-twenties?”

LISTEN TO THE MAN. He certainly has a point.

His words have been echoing through my busy little head ever since he wrote them. At first, I lol’d. A lot. Then I started thinking more and more about this. Why on EARTH does the wine industry need me to say all this stuff? It really should be simple. I shouldn’t have to constantly reverse engineer the needs, wants, desires, dislikes, etc. of myself, my friends, and others in my generation in order to re-format these things into easily digestible somewhat sporadic how-tos for the world to read (though I do enjoy it quite a bit).  So, really. Why?

Look familiar?

In the time I’ve had to clarify my thoughts on the matter, I’ve come up with an answer to Gary’s question: it’s HARD. And here’s why: Survival. (Tough love is incoming, people. Fair warning.) To clarify, it’s difficult because of the the attitude and image that the wine industry in the United States has carefully cultivated in order to emerge, survive, and thrive over the last 40 years. The inability for the wine industry to change the marketing tactics that it has been using for the last almost-half -century accounts for the failure to appeal to millennial consumers.

In the mid 1970’s, when US wine became an international contender on the wine scene, both wine producers and wine drinkers embraced their (well-deserved) status with evangelical enthusiasm. And as evangelicals do, they sought to prove that Americans could be just as knowledgeable, critical, and refined in taste as their European counterparts. And though I was not around for this incredible time, I believe this image and attitude is exactly what the US wine industry needed to survive.

This is the foundation upon which current wine culture in America is based. Throughout the decades, the industry has not lost the evangelical zeal to display its knowledge and refinement. Marketing campaigns embrace it, wine publications tout it, and wine drinkers from this era flaunt it.

It was effective to market wine in this way to generations 40 years ago – even 20 years ago – but it’s NOT WORKING NOW. For the next generation of wine drinkers, this attitude tends to turn us off. Some people are annoyed by it, some people are intimidated, some people don’t identify with it, the list goes on.

RANDOM STORY THAT THIS REMINDS ME OF: The story of my friend’s grandmother. This woman lived through the great depression as a child with a large family and went through unthinkable hardships: poverty, starvation, the death of young siblings. Though she didn’t speak of this much with my friend, this time weighed heavily on her throughout her long life. When she passed away, my friend and her father went to clean out her home to sell it. When they went into the basement, they found over 20 boxes of canned goods – some recent to some almost 50 years old. Because of her formative years in need, this woman had been buying and hoarding thousands of cans her entire life because she felt that she would someday need them; in reality, however, she had been spending her family’s hard earned money on a misappropriated sense of safety.

I find this very similar to what is happening with the wine industry today. Today’s attitude was created in a time of need – it helped the wine industry emerge, survive, and thrive for years. However, that’s not what it takes to survive today and certainly not tomorrow. Attempting to create new “brand ambassadors” using the same old tactics is proving to be a failure.

EXAMPLE: How many new brand ambassadors from the target millennial demographic did your company’s last full-page, full-color ad in Fill In The Blank Glossy Wine Publication get you?

Too far? Ok, my apologies. Snarkiness aside, clinging to the safety of what has worked in the past is exactly what will torpedo efforts now and in the future. By no means am I encouraging companies big or small to do away with what has gained them their current following. There is value to that approach, but only to one’s current customer base. In other words, to maintenance – not to growth. This is why I’m not suggesting  companies completely amputate this approach.

I do, however, highly recommend that if any company wants a NEW consumer group, that you create a NEW marketing plan for them – separate from your existing plan. This means a new attitude and image for this group. Put in the effort to find the aligned interests of the demographic and of your brand and work from there. If you personally don’t know what I’m talking about, find someone that does. This kind of work won’t be easy at first, but it WILL be worth it.

You’ll know it’s working when it’s no longer difficult to sell your alcoholic beverage to a twenty five year-old college graduate.

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Filed under Basics, Growth, Marketing, Outreach, Tough Love

People To Impress With Wine

The time is nigh for holiday gifting, which means it’s time for everyone to take a deep breath, RELAX and revel in all the people we can impress by giving them a bottle for the holidays.

For a minute, at least, then seriously get back to work – you have way too much to do.


PEOPLE YOU CAN IMPRESS WITH WINE AS A HOLIDAY GIFT:

Co-Workers

Bosses

Crushes

Future In-Laws

Winos

The Entire Crowd At “White Elephant” Parties

Acquaintances That You Know Will Get You Something Even Though You’re Not That Close

Hosts & Hostesses

(You may have seen this on the WTF Los Angeles site, my nomadic wine tasting group in LA – in which case, I am truly impressed with your internet travels)

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Millennials: Mythical Beast or Wine’s Last Frontier?

Tapping into the Millennial consumer market is a priority in ALL industries, not just in wine.  Wine should have it easier, since it is well documented that Millennials are already drinking wine in record numbers, and we are already having a positive financial impact on the industry as a whole. So why is it SO HARD for the wine industry to reach out to us?

Let’s take a quick look at how wine and Millennials seem to view each other.  From my own work with small businesses and huge companies alike, the Millennial consumer group tends to be viewed as some kind of mythical creature that has magical powers to bestow on whomever finds and befriends it, but is almost impossible to reach.  Sound familiar?

The Mysterious, Mythical Beast

The Mysterious, Mythical Beast

Yep, Unicorns. In most of my preliminary conversations with companies that want to tap into this consumer group, you could pretty much switch out the word “Millennial” for “Unicorn”  just about every time it’s mentioned.  As in “Unicorns have come of age in an era unlike any other,” “Unicorns are very savvy, they can sense when people are trying to pander to them, and they do not like it,” “Unicorns have the ability to communicate with thousands of people in just an instant” or “If we could just reach the Unicorns, we would make millions” and my personal favorite “Why do Unicorns drink wine?”

Now, this is not to say that all of the above statements are not true (at least as they pertain to Gen-Y), but what I take away from these conversations is that businesses still don’t understand us. At all.  Let’s take a step back – we are your neighbors, your kids, your co-workers, your interns, your baristas – not some mythical forest creature.  Yes, we stand to be the wealthiest generation in the world, and yes we grew up being marketed to and now the bar has been raised – but think about it: Why do Millennials drink wine?  Because it’s delicious, interesting and fun.  Why do you wine? I’m sure we’ll come up with some things in common, here.

If that’s how the wine industry views Millennials, then how do we view wine?  This is an easy one, folks:

Sorry, Members Only.

Sorry, Members Only.

In this case it’s just that simple – the wine world tends to be a private club to most of us.  And rather than hiking it to the top of the stairs with the rest of the plebeians, then going through the initiation rituals and membership fees, we’d much rather just sneak in with our friends after dark when the security guard is gone and enjoy the club OUR way.  It’s a thrill, it’s fun, and we don’t have to be someone we’re not.  Eventually, of course, this sneaking around loses it’s thrill, and rather than join the existing club, eventually we will build our own.

So what do these charming analogies teach us?  On some level, each party feels that the other is beyond reach. The irony, of course, is that despite this, Millennials want to drink wine (and are) and wine companies want to reach this powerful consumer group (and are trying).

Unfortunately, there is such a wide gap to bridge in this relationship before the wine industry will start benefiting from Gen-Y.  It’s tough to hear, but it’s true: the responsibility for changing both of these viewpoints lies with the wine industry.

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Filed under Basics, Growth, Marketing, Myths & Legends, Outreach

Millennials Will Spend the Money – Just Give Us a Reason

One of the most frequently asked questions I get is “Will Millennials spend the money on a $50 bottle of wine?”  Ok, sometimes the price changes, but I’d have to say I answer this at least 2-3 times a week.  The answer is YES, WE WILL.  But in order to spend more money than we normally do on wine (or ANYTHING) there must be a reason for doing so.

This spring, I compiled the data from a survey I conducted online – some of the results from that survey I included in my May 5th post, Where Millennials Are Buying Wine.  I asked over 100 Millennials (mainly residing in Southern California) questions about their wine buying habits.  None of the answers were a big surprise to me, but to many people who are not members of the Millennial Generation, the answers are a real wake-up call.

THE NUMBERS

First we need to know what Millennials normally spend on wine.  From the research based on the informal online survey a baseline was established in terms of the average amount on money respondents spend on a bottle of wine.

Average Amount of Money Millennials Spend on a Bottle of Wine

Almost 60% of respondents spend between $11-$20 on average on a bottle of wine, so we have our baseline.  According to survey results,  giving wine as a gift is one of the main reasons the survey respondents buy wine in the first place (these results to be posted soon).  I know from experience and observation that we tend to spend more money on a bottle of wine when we give it as a gift – and so the question was posed: Just how much are we willing to spend on a bottle of wine – in any circumstance – including as a gift?

Most Money on Wine

Most of us are actually happy to pay $50 and above for a bottle of wine as a gift.  Two thirds of us are willing to go above our typical price range for a gift.  So what does this mean in terms of increasing sales among Millennials?

GIVE US A REASON

Seriously. If you are in the position of selling wine to a Millennial, and you get the feeling that it may be more than this young person is comfortable spending on themselves – suggest it as a gift.  Mother’s Day, Father’s Day, Hostess Gift, Birthday Present, Wedding Gift – help them find a reason to spend more money on your wine.  I’ve mentioned this before in the April 3rd post, along with a few suggestions on how to engage young people and build a relationship with them – feel free to take a look and do some brushing up.

Now that the numbers are in, let’s see what we can make happen.

Have you tried this approach with success? Without success?  Are you planning to now?  If you have a related experience you’d like to share with other readers, please feel free to tell us about it in the comments section.  We can all learn from what you are doing.

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Filed under Basics, Charts & Numbers, Marketing, Myths & Legends, Outreach