A very interesting article came out this month on millennials and wine. It came out on my birthday, in fact, and I do consider it a bit of a gift. I think this signals an important time in the wine industry and wanted to share it on the blog.
I am incredibly impressed by the fact that – according to the article – the enormous corporation that is Constellation has somehow decided to focus on the millennial demographic AND create an effective way to track their results. I can’t say that Constellation is doing it right or wrong based on what I’ve read*, but I’m thrilled to see they’re trying.
And to make things a bit more interesting, I hear they’re not the only ones getting serious about Millennials on a scale this big.
It has begun. (Finally.)
*though I do find it hilarious that they did a tweet-up for the Mondavi brand and are saying that it affected millennial sales – bit of a stretch guys. Unless they are led by Lady Gaga, tweet ups aren’t the best way to reach us – especially with a brand like Mondavi.
So, true! JT Wines of St. Helena, CA launched FLASQ Wines in January. It’s the first domestic wine packaged in 100% recyclable and quick-chilling aluminum bottles. Known as Great Wine, Any Time, FLASQ is appealing predominantly to drinking-age Millennials and Gen Xers with active lifestyles, who desire a modern design, convenient and portable packaging, and an environmentally-responsible product.
Why is it that the huge wine brands are so much further behind the times when it comes to advertising? I ask the question, but I already know the answer…
It’s because the ad execs working for these companies don’t know any better. Social media is new and it scares them.
I disagree that Constellation is taking Millennial’s seriously. I don’t think so for a minute.
Constellation’s presence on social media is a joke. You only have to look at the Kim Crawford Facebook Page to see that (https://www.facebook.com/kimcrawfordwines).
20,000 page fans. Pretty impressive? Hmmm, maybe. Then you start reading down some of their posts. It almost makes me feel dirty just reading it. They are a fish out of water when it comes to sincerity and connecting with Millenial’s. They just want to blast out their sell message and hop that it takes hold.
First off, I TOTALLY agree. Hell yes. Amen.
Let’s be clear here – it’s sad. Really. The Kim Crawford page is a great example. I’m very interested in this article because it seems as though they are spending the $$ – which for a corporation is the only way one can tell if they ACTUALLY give a shit. Clearly, they need a LOT of help even just navigating social media – not even specifically reaching millennials. I’m just impressed that they (apparently) recognize it.
Now, whether or not they will succeed is an entirely different question…
I just hope that the industry – one that is full of companies more interested in tradition than trailblazing – is paying attention and realizes it’s ok to take 70 MILLION PEOPLE seriously as a consumer group.
ps: thank you Kris for such awesome commentary.
I too read this article last week and was delighted to see Constellation Brands attempt to take the steps to reach the demographic. As the fastest growing wine consumers, corporations will have to cater to millennials with quality wine and job opportunities to successfully capture and maintain this audience.
I read this paper a few days ago on Steve Heimoff’s blog, about Constellation Social Media Strategy : http://goo.gl/Vyj1y
“If anything lends itself to social media, it’s wine,” the Constellation Brands CEO was quoted as telling Bloomberg News last week. So bullish has Constellation become on developing their online profile that the company (America’s second biggest wine producer, after Gallo) doubled its digital marketing budget last year “and is raising it 50 percent this year.”
Ooooh. My favorite quote from Steve’s piece is:
“in a single statement, he signals the tipping point where the biggest wineries realize the potential of online.”
Amen.
Now if they would only do it right…
Very interesting….but I did throw-up in my mouth a little bit when I read the Kim Crawford wall….but all-in-all some people on facebook (37 and older?) do like posts such as those..or at least they like the simple language of where a tasting event is…
The real question I have, is when will the din from larger companies saturate social media and it becomes an infomercial. Or when they dominate the ways and means of social media and stuff the little guys (who care a LOT MORE) out of the medium.
I also think that as companies really start to leverage facebook, you will see other tools/sites popping up that are fb 2.0 because people won’t want to see so many updates from large brands on their news feed?