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Nielsen Urges Alcohol Beverage Industry: Pay Attention to Millennials

A New Landscape.
A New Landscape.

Millennials will redefine the landscape of the alcohol beverage industries. The original illustration in this design was created by designious.com

Yesterday, the Nielsen blog published an article that featured some findings from its Q2 2010 research initiative on Millennials. The title of this article? So glad you asked.

Millennials Redefine The Alcohol Beverage Landscape.

“Without a doubt, millennials are a large and influential generation and alcohol beverage companies need to know their taste and buying preferences in order to take advantage of the trends that can greatly impact business.” – Nielsen, Jan 11, 2011

Snark aside, this little teaser is packed full of valuable info on millennials as alcohol beverage consumers. Some of my favorite findings and exerpts (quoted directly from the article) are:

  • Compared to the general population, millennials are more likely to trade back up to more expensive alcohol beverage brands as the economy improves.
  • Millennials are more likely to explore new and different alcohol beverage products and will be even more likely to buy a locally-made or produced product knowing it may help the local economy.
  • An added boost for marketers employing social or traditional media to influence behavior, millennials are slightly more likely to plan their purchases versus purchase on impulse in today’s down economy.
  • Leveraging social media will be a critical marketing strategy for alcohol beverage companies to communicate with Millennial consumers and make their brands relevant with this generation.

Personally, I’m quite happy to see Nielsen making a serious and more formal commitment to studying this age group. No doubt they felt the swift kick in the ass that Pew Research dealt them with their excellent Millennial Portrait resource compiled last year.

**For those that get REALLY into this stuff like I do, Nielsen tops out the Millennial age range with those currently aged 34, while Pew began at those currently aged 31. It will be an interesting data comparison when the full reports are released.**

follow Millennier on twitter at @millennier or on facebook at /millennier.inc

Millennial Stereotypes: Totally True. Mostly.

As a busy millennial, I want to take a moment to address some stereotypes of my generation within the wine industry and beyond. Just fyi, I’m too busy multi-tasking, finding amazing internet videos, trolling hipster hate blogs, and designing my next tattoo to spend a whole lot of time on it. As a matter of fact, in the time it took to read that last sentence, I will have sent out 42 text messages without vowels to my closest friends. So let’s get to it.

MILLENNIALS WON’T BUY EXPENSIVE WINES

This is true, but not because we don’t have the money.  The reason is because we’re too busy burning through our trust funds buying apple products, every bottle of wine that has ever been released with an animal on the label, and 2 Buck Chuck.

MILLENNIALS DON’T USE TWITTER

Kind of true. We do use it to follow twitter-integrated taco trucks and other novelty businesses as well as fake news sources. But we enjoy talking amongst ourselves IRL about how we “seriously don’t get twitter.”

MILLENNIALS LIVE ON THEIR MOBILE DEVICES

Hang on, lemme finish sending this text.

MILLENNIALS CAN TELL WHEN YOUR MARKETING CAMPAIGN IS NOT AUTHENTIC ENOUGH

Totally true. We can also smell your fear and tell you what you had for breakfast.

YOUNG PEOPLE DON’T APPRECIATE WINE, THEY JUST CARE ABOUT GETTING DRUNK

That’s a bingo – completely true. Our number one priority is getting wasted. Which is why we are the fastest growing demographic in wine consumption the US has ever seen. This is because in order to get blitzed on wine we need to buy like WAY more of it than a mature, refined wine enthusiast would – hence, we buy a lot.

ETC.

There are countless more stereotypes to address, but I really have to get back to facebook. Before I do, though, I have to thank Hardy Wallace for his fab post on wine bloggers on Dirty South Wine that inspired this one.