Maybe in the past, it was easier, but nowadays it’s trickier. Definitely. What am I talking about? Finding new wine consumers. Or starting/keeping on engaging the old ones.
The young people: who can say to know them? Who truly knows what they love to do/to consume, where they prefer to go, what they are addicted to, and how they love to spend their time?
I want to ask you a question: do you know what is a LARP? (No Google, please).
No? Well, it’s a shame, because it’s kind of a phenomenon that has been affecting several thousands of people for years all over the world. Most of them are Millennials and GenZ, with even many Boomers. A target that almost nobody knows out of those circles.
Do they consume wine? Maybe yes, and maybe not, but you won’t know if you don’t take the time to know this kind of people and deepen some demographics/sociological aspects. Nowadays, more than ever, you need to know your final consumer.
Anyway, to make a long story shorter - and LARP and Larpers apart-, here are 3 trends to reflect on:
Sustainability and Organic Wines: ok, this is not new, Millennials and Gen Z are known to be environmentally conscious and value sustainability. However, it stresses that they are more prone towards organic wines, biodynamic vineyards, or wineries that practice sustainable farming and production methods. Thus, if you are a wine producer who is thinking of going to organic something, hurry up, there is a market waiting also for your wines.
Exploration of New Regions and Varietals: Younger wine consumers are often adventurous and eager to discover new experiences. They may be more likely to try wines from lesser-known regions or experiment with varietals that are not part of the mainstream wine consumption pattern. Is or is not great news? This is the age for unknown local varieties - and the older and unknown they are, the better.
Technology and Wine: This is a common problem, I believe. Millennials and Gen Z, being digital natives, are not necessarily tech experts. However, if you want to enhance their wine experience, incorporating some technology is necessary. This could involve utilizing wine recommendation apps, offering virtual tastings, or even employing blockchain technology to ensure the authenticity and traceability of fine wines. If this kind of stuff sounds weird to your ears, hire somebody more familiar with it. Skipping or ignoring it could cost you a good part of your annual turnover.
These are just 3 of the main trends, and the insights are based on broader consumer behavior trends. To stay ahead as wine professionals, it's essential to continuously engage with the younger demographics, keep a keen eye on consumer behavior shifts, and adopt innovative ways to cater to their preferences.