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BREAKING: Winery Releases Wine

breaking-news

Napa, CA - In a stunning turn of events this morning, a Winery has publicly confirmed that yes, they are indeed releasing a Wine. Rumors began earlier this week, when a press release was sent to a select few in the know from a third-party source announcing that the Winery would be taking action. This announcement sent sparks flying through the industry, suggesting not only that the forthcoming Wine was picked as grapes, fermented, aged, and then bottled, but also was apparently quite an undertaking as it required “a thorough understanding of the winemaking process.”

The Winery, founded specifically to accomplish this feat, confirmed that the rumors were indeed true just this morning. Further digging uncovered the fact that not only would the Wine be released this year, but that it has, in fact, been released every year in recent memory. The Wine costs over $100 and according to the winery is totally worth it.

The Missing Link Revealed

Winery Business Plan

 

Wine Marketing Missing Link

 

 

 

Here’s Your Sense Of Entitlement

Not Great Expectations

Not Great Expectations

Welcome to my world. I’m not going to lie – overall it’s pretty awesome. It’s fun, weird, creative, but also at times incredibly annoying. For example, do you want to know what I hear ALL DAY LONG? No? Well, I’m going to tell you anyway.

“Millennials have an unrealistic sense of entitlement”

“Millennials feel entitled to anything and everything”

“Trophy kids”

So admittedly I hear more than this all day, like how we don’t spend money on wine (bull) and how we’re just not “mature” enough to understand how wine is marketed (I throw up a little everytime I hear variations on this theme) – but that’s not what we’re talking about. We’re talking about entitlement and expectations.

Now, if you are the parent of a millennial and you want to wax poetic to me about how your kids have a sense of entitlement, go for it. If you are in HR and want to vent to me about the generation’s unrealistic expectations in our careers, have at it.

It’s fine. You’re talking about your children or your employees.

HOWEVER.

If you are marketing wine and you are talking about this demographic, you are talking about potential consumers. Potential CUSTOMERS. You are not talking about the fruit of your loins or an employee. You’re talking about a person whose money you would like to have in your pocket. We are no longer talking about ENTITLEMENT. We are talking about EXPECTATIONS.

Which brings me to my next point.

EVERYBODY is talking about how millennials expect special treatment. Let me break this down for you, wine industry. In two easy to digest layers.

1) Go find the person that’s in charge of your wine club. Seriously. Find ‘em? Good. Now ask them if your wine club members expect special treatment. They will either a) laugh in your face b) dismiss you with a quick yes and get back to that newsletter they’ve been working on or c) they will think that you are asking them a trick question. If you are their boss, it will almost certainly be c). The reason I’ve asked you to do this little experiment is to show you that EVERY customer you have expects special treatment. You are not a diner in Queens – people do not expect to give you their money and be treated poorly – or vice versa. This goes for any customer of any age.

 

2) Let’s say that millennials are  NOT your customers – they aren’t in your wine club. You WANT them, but if they expect special treatment from you is it really worth all the extra effort just to get them in the door? I won’t answer that for you in this post (read the rest of the blog for the answer), but what I CAN say is this:

CONTRARY TO POPULAR BELIEF, millennials do not expect special treatment from you, wine industry. In fact, millennials don’t really expect much. In my experience, millennials expect you to be dismissive of them, they expect you to be somewhat snobbish, they expect you to pretty much act like every other US winery, in other words. And congratulations, you’re doing a great job so far.

Just like any consumer, if millennials don’t like you, we just won’t by your stuff. We’re not begging for you to change and we CERTAINLY don’t expect you to. There’s plenty of other wine out there to purchase. And we’re buying it. The person that’s begging you to change is ME. Personally myself, Leah Hennessy of Millennier, who also happens to be a millennial, I EXPECT YOU TO CHANGE if you want to make some cash off of this generation. Learn about us. Respect us as consumers and as wine drinkers. Learn to communicate with us. I, personally, expect you to give millennials special treatment because consumers deserve special treatment. I’ve said it before and I’ll say it again: if you don’t want us as consumers, then don’t worry about changing.

The expectations that we SHOULD be talking about are those of the wine industry. Marketers EXPECT the same old marketing tactics that have been in use for the last 40 years to still be effective on a new generation of wine drinkers. They EXPECT that simply by starting a facebook page that every millennial will crawl out of the woodwork to buy their wine. They EXPECT that 70 million people with a proven dislike for wine’s “attitude” will just “grow into it.” And finally (and my favorite) they EXPECT to not change a thing, not change the way they communicate, not change the way they view an entire generation and they EXPECT to make money off of millennials in return.

Let’s think about that. Whose expectations really need to change?

WHY SO SERIOUS? Brands Today Need To Grow A Sense Of Humor

Why So Serious Joker

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.

Newsflash Millennials: Spending, “Selfishness,” and Social Currency

Millennial Stats from QSR and Pew Research

Pulled from QSR's article mentioned below, some great visualization of some crucial Pew data out earlier this year

So you want to know about millennials, eh? Well, don’t take my word for it – take a look at some of the latest headlines and get some important insights – as well as a bit of myth-busting – on this mysterious generation.

Restaurants Should Cater to the Millennial GenerationQSR Magazine – Despite a few trite and opinionated generalizations early in the piece, a very good article on how one industry is taking spending habits and trends among younger millennials into account.

Millennials Are Less Likely to Cut Spending During Recession press release & Accompanying Report - MarketResearch.com – A press release and accompanying report summary put out by a research organization de-bunking the “buy cheap” myth of two segments of adult millennials.

Me Generation Actually the Us GenerationMiller-McCune – Another myth busted: the research-based Miller-McCune shows that the “tropy-kids” are showing an overwhelming sense of social responsibility.

How Millennials Measure GreedDallas Morning News – Though I’m sure this piece in the Dallas Morning News was supposed to be a cute and timely comment on the buzz of the new Wall Street movie, it’s actually a surprisingly insightful peek into the millennial generation’s concept of social currency.