Wineries to Target Millennials

Common wisdom has long held that the most lucrative market for wineries and wine retailers is comprised of older consumers who can afford expensive bottles of their favorite varietal. But new research suggests that marketers should rethink their assumptions. It turns out that a significant number of Millennials are regular wine drinkers.

A study carried out by Invictus Marketing shows that  35% consumers between the ages of 25 and 34, the older Millennials, enjoy wine at least once a month. As such, this group is second only to the 35.2% of 55–64 year olds who drink wine on a monthly basis. Additional details on Millennial wine drinkers break out as follows:

  • Millennials who reside in the suburbs are less likely overall to be wine drinkers than those who live in the country or the city.
  • Older Millennials who reside in the Northeast are more likely to be wine drinkers than those living in other regions of the U.S.
  • Women in this group are more likely than men to enjoy drinking wine a few times a month.
  • Older Millennials with an annual income ranging from $50,000-$74,000 are more likely than others to drink wine daily.

Researchers noted that wineries are most likely to target older consumers with their marketing campaigns. Kelvin Wong, at Invictus Marketing, emphasizes that wineries have been slow to adapt to new technology with respect to marketing. “Everything from technology adoptions for internal business process optimizations, website usability, mobile considerations are all reminiscent of at least a decade ago.”

As a result of these findings, it is likely that wineries and other wine retailers will be updating some of their marketing tactics, especially those designed to reach younger consumers who may prove to be long-​term customers.

[Source: US Wine Consumption. Invictus Marketing. 2012. Web. 10 May 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.