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.
Good advice here, wine at the heart of it is a consumable manufactured product (with our own special stores even!). I think finding humor is very hard when you look at a manufacturing organization that mostly ‘sells’ through it’s distributors.
Buying funny might be a better option, for us who can’t buy, there is always our fans. Fresh advice.
-Ian
Very true, unfortunately for you I think you are still faaaaaar too ahead of your time!
I speak to a lot of people in the industry, and have come to believe that wine-makers / winery owners are scared of having any type of sense of humor about wine. As for the marketers in the industry, you can forget it! Maybe because they haven’t realized the potential of the Millenial generation?
I am always concerned when using humor and wine together though, at least for my own selfish reasons. Too much of it and people won’t take you seriously; and personally, too little of it just makes for a boring discussion.
Keep up the great work as always Leah.