It’s borderline offensive to me that after their market research this is what they came up with. THEY DID DO MARKET RESEARCH RIGHT??

This is also the winery that has brought us “Four Aces up Your Sleeve Wines”, “CoZi Wines”, and “Funky Llama Wines”… while there aren’t nearly as repulsive, it makes you wonder what research they did. They’re obviously trying to reach us… but on the surface they appear to be trying TOO hard. Us millennials pick up on that. When there are literally thousands of comparable alternative wine choices available to me at any given time… I want my wine to have a feel of being genuine. The difference for me of a nice wine and a “plonk” wine is how much I trust the winery. “TXT Cellars” doesn’t convey trust. I haven’t tried it, but it sounds like plonk table wine.

Leah as you highlighted in the Wine Market Council data that millennials are one of the fastest growing wine consumer segments, and that they mirror high-end buyers… but I think the approach taken by TXT cellars ignores some of WMC other key findings. For example, millennials associate wine with sophistication…. that the wine we drink is a status symbol amongst our peer groups… what would my peer group think of me showing up with the “LMAO! Pinot Grigio” to a classy wine&cheese function?

Let’s compare this, for example, to the Cupcake Vineyards line…. this lower-end wine has also been marketed to our age segment, but this wine has been embraced. When I bring this wine to a party I get “OOH! I love this”…

What causes this disparity? And how can a wine-related business best capture this millennial demographic without alienating them like TXT Cellars has done? Would love to hear your thoughts.