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UPCOMING EVENTS

PROWEIN

MILLENNIAL WINE CONSUMERS INTHE UNITED STATES

As millennials come of age and begin exploring wine as a passion and a pastime, they are causing a tectonic shift in the wine business. The fundamentals of the business have been tacitly accepted by wine drinkers for decades -- the same varietals and regions have been favored vintage after vintage. Traditionally preferred grapes and regions are not falling into disfavor, per say, but rather the field is widening to include a broader array of selections. Each ensuing generation wants to do things its own way, and so the same is true for the millennial wine drinking generation. The shift toward “new� grapes (no matter how old they truly are) and heretofore overlooked regions is being led by a young group of wine drinkers, aged twenty-one to thirty-five, who demand a wider

range of choices, drinking experiences, and values. It has been over a decade since social media began to take hold, and the millennial wine drinking generation is at the forefront of the digital movement. From Facebook to Snapchat and everything in between, engage-worthy, shareable moments are highly prized digital currency. For the wine industry, millennials present a new set of challenges and opportunities. Never before has it been so easy to reach a wide wine drinking audience and convince them to try something new. At the same time, our tried and true strategies which rely on brand loyalty and hand-selling are evolving. WHO ARE THESE SO-CALLED MILLENNIALS?

Food & Beverage Magazine |March 2017

Much ink has been spilled about the characteristics of the typical millennial. There are anomalies in every group, but by and large millennials shares a few key traits. The millennial generation is composed of 75 million internet natives born between the early 1980s and midto-late 1990s, many of whom are devout foodies anxious to share their experiences with food and beverage with their rapidly expanding social networks. That said, this is the era of the wine pairing -- the quirkier the better. Never before has it been so easy to broadcast wine bottle shots, labels and logos to a large number of people. Digital technology also provides the tools to create exquisite photographs with which users style their unique social media personae. The millennial wine drinker is happy to put your brand or region on blast, so long as it pleases them in some way. Socio-economically speaking, this generation delays a lot of the traditional adult milestones, whether through preference or because of macroeconomic factors. Millennials tend to live in their childhood homes for a longer period of time and defer marriage and children until later than

Food & Beverage Magazine March 2017  

On The Cover: SCOTSMAN Premiere Ice Systems • Organic Valley-Organic Butter • FRONT OF THE HOUSE-#PerfectlyPlated Chef • BMI-Mixing Dining a...

Food & Beverage Magazine March 2017  

On The Cover: SCOTSMAN Premiere Ice Systems • Organic Valley-Organic Butter • FRONT OF THE HOUSE-#PerfectlyPlated Chef • BMI-Mixing Dining a...