Why So Serious Joker

Stop taking yourself so seriously. It’s some advice that almost any brand could (and should) use. That being said, I don’t know if I can think of an entire industry that is in such dire need of a playful shot in the arm as wine is right now.

For decades, it has been an industry built on luxury, discerning tastes, and taking everything – even the scent of cat pee – seriously. And for decades that’s what consumers wanted and expected of the wine industry. That has changed.

Let me repeat myself. That HAS changed. Already. Past tense. This is because there’s already a valuable group of consumers out there – millennials – that have little interest in this serious attitude. Other industries have already recognized this, from car batteries to anti-virus software, but wine is playing catch-up.

Smart, creative humor is one of the quickest paths to millennial consumer’s hearts (and facebook news feeds). Don’t believe me? Then take it from MTV’s head of research, Nick Shore, whose mantra of late has been “smart and funny is the new rock ‘n’ roll.” Amen.

Fortunately, humor and wine make a fantastic pairing. We celebrate with wine. We share it with friends. We enjoy it. How can humor NOT factor in? Wine brands that are looking to reach millennials today must rethink their traditional approach and attitude and start having some fun.

If you want to reach millennials and you don’t have a funny bone, I suggest you find someone that does. Fast.