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Outreach

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.

Good Wine, Ugly Sweater: Why Branding Matters

ugly sweater party

Now that the world is wrapped up in the latest iPhone consumption epidemic it’s a perfect moment to discuss branding. I will not discuss Apple’s branding. You’re welcome.

What I WILL talk about is Barefoot. But first, a story:

A couple of weeks ago, as seen in the photos I posted last week, I participated in the Next Gen Wine Competition. After hours of tasting and despite the political ramifications of millennial judges choosing a sweet wine as Best in Show, the group overwhelmingly chose the dessert wine as the winner.

We were overall very confident in this decision. The atmosphere was relaxed and pretty jovial – until the name of the winning wine was announced.

This is the wine that won Best in Show:

Barefoot Moscato

Yep. Barefoot Moscato.

Barefoot Moscato. Personally I was MORTIFIED. And I knew I wasn’t alone. The room had EXPLODED in sound. Bitter laughter. Curses. Anguished cries of “oh my God.” Some were stricken silent with the news.

A thought flew into my head: “I will never tell anyone about this.” I was absolutely ashamed. As the minutes dragged on, however, I realized (duh) that although I’m a wine professional I am ALSO a millennial. And if I and the other millennial judges in the room were having such an emotional reaction to hearing the name of one brand, that it was THIS MOMENT that I needed to pay attention to in order to learn more about millennials and wine. The moment when I was least comfortable.

There were really two factors in play in the room’s reaction, in my opinion. 1) These are young professionals looking to prove their taste and worth in the industry, and they were embarrassed that they had chosen a $6 bottle. 2) It was a Barefoot wine.

I’m not so interested in #1, but I would be lying if I said it wasn’t a factor. What fascinates me is that we were all confident in the choice, until the brand was announced. What fascinates me is #2: Barefoot’s branding.

Barefoot’s Branding

The Barefoot brand is notoriously huge, corporate, tacky and “cheap” – at least to most young wine drinkers. But why? Millennials certainly don’t have these issues with other “value-based” brands – Yellowtail and 2 Buck Chuck are perennial 20-something faves from the bargain section. What’s the difference? Branding.

From its placement in the grocery store aisles (bottom shelves) to the 80′s elegance glamour portrait label, there’s nothing about the Barefoot brand that is appealing to young wine drinkers – not even in an ironic way. If I personally had a choice between bringing a bottle of Barefoot and a jug of Carlo Rossi White Zin to a party, I’d go with the jug of CR because at least that’s funny. Why is that, when Barefoot (Moscato, at least) is actually a good wine?

I’ve said this before but I’ll say it again: in these situations, I URGE wineries to look at their brand as an accessory or an article of clothing. Wine is a SOCIAL ACCESSORY. When we talk about wine, bring it to a party, open a bottle at our own table or order a glass at a restaurant, we are effectively showing off. We are telling the people around us a little bit about who we are just by what wine we choose. This is what I mean by a social accessory.

Now let’s look at sweaters (bear with me). The Carlo Rossi jug of White Zinfandel that I mentioned before would be a phenomenally terrible holiday sweater from the late 80s. This sweater is something that our target demographic would wear with irony because it is a perfect storm of ugly, tradition, poor taste and social courage. In fact, our target demo likes wearing these sweaters so much, they create holiday parties specifically for these sweaters.

ugly sweater party

Hideous Holiday Sweater Party

They are almost always awesome. But I digress.

If the jug of Carlo Rossi is a hideous holiday sweater, then in this situation our bottle of Barefoot Moscato would be a simple ugly sweater from the mid-90s. Nothing phenomenal, nothing over-the-top about it, just dated.  A sweater that was well-made and would have been pretty pimp in ’96 but today is just sad to see on a person.

If we were to throw Yellowtail into the mix, we’d be talking about an $8-$16 sweater just purchased from Old Navy or Forever 21. It’s not well made and it will fall apart in a month or two, but it’s in fashion, it fits well, and it looks good.

What do these sweaters say about the young person wearing them in public?

Hideous Holiday Sweater: I have a sense of humor, am very confident, and am creative enough to find this rare gem of an ugly sweater.

Old Navy/Fovever 21 Sweater: I may not have a lot of cash, but I’m in style and I look good.

Ugly Dated Sweater: I’m either completely clueless when it comes to fashion or I’m trying to do something and failing. Perhaps this is my favorite sweater and I really don’t care about fashion or what you think.

The same could be said of young people bringing the associated wines to a party. This is why wine is a social accessory. This is what branding does for a wine – it tells us what a wine says about us. Carlo Rossi’s jug branding is so bizarre and over-the-top that it’s funny at certain times. Yellow Tail is hip and always a safe bet. Barefoot is… dated?

Barefoot Moscato is a solid wine, and I’m pretty sure that Barefoot’s sales aren’t hurting too much; however, it’s interesting to think about what this brand would be capable of with interesting branding. It’s proven that millennials like it (and other demos too, it always seems to place well in competitions) – the product is solid. What would happen if Barefoot became a “hip and always a safe bet” social accessory for millennials instead of an embarrassing budget purchase?

The world may never know.

But not for lack of trying. Interestingly, Barefoot is trying to change this branding online with a blog, charitable works, and highlighting their young team-members. Unfortunately all of this work is foot-themed. Yes. Foot-themed. Also, despite having arguably the most successful facebook page in the wine industry, Barefoot does not take any of this offline to their labels – the one place where they can instantaneously affect a consumer’s decision to purchase. All this work looks to be for nothing since the most visible part of Barefoot’s branding (the actual bottles) run counter to all the work they are putting into the name.

Learn from this brand’s mistakes. Your most visible and vocal branding should make it easier for a person to purchase your bottle, not the other way around.

WTF? Millennier Walks the Walk

Hello wine industry – it’s been a little while. I missed you. I would be lying if I said you hadn’t been on my mind these past few weeks.

I’ve been both excited and nervous to write this post. Here’s why:

I’ve been writing on Millennier for a little over a year now, discussing many different facets of the buying power and influence of millennials for the wine industry. There’s been theory, there’s been practical applications, and there’s been examples of companies trying/succeeding/failing to reach this demographic group. So, one could say I’ve been “talking the talk.”

What many people don’t know is that during this time I’ve also been walking the walk. Last year, I started a wine tasting event group called WTFLA aka Wine Tasting For Los Angeles. As the name (and my professional focus) suggests, it’s a group that was created to target young wine drinkers in LA and connect them with wineries. We did a few smaller-scale events (50-60 people or so) in 2009 and gained a core following of awesome young people in LA that love wine.

This Spring, I reformatted the group to work with both small and large wineries, and to provide larger-scale events that are free to attend. Byron and Cambria wineries were the first to partner with me for WTFLA’s new events.

This is what happened:

WTFLA Venice Event Crowd

Line back to the elevator of the rooftop wine tasting event. Only part of the crowd shown. Photo courtesy the illustrious Stan Lee at drinkeattravel.com

and this:

WTFLA Thrillist LA feature

WTFLA on ThrillistLA, a 150,000 email list and blog targeted to trendsetters in Los Angeles.

and this:

WTFLA Mailing List inbox

Screenshot of my inbox full of new WTFLA mailing list signups between the minutes of 10:46am and 11:01am

Yep, you could say it was a success.

With coverage in a dozen hyper-local online outlets (including ThrillistLA and LA Weekly) and around 300 guests served (more than 50 turned away due to capacity) at a WINE TASTING, WTFLA has exploded all over the place. Well, all over the place in LA. We LITERALLY cannot launch events fast enough.

This. Is. Big.

If it sounds like I’m bragging, that’s because I am. And this is why I was nervous about this post.

I never really wrote about my adventures with WTFLA before because it seemed to me to be simple shameless self-promotion. While plenty of blogs are created for this very purpose, that is not what Millennier.com is about. The Millennier blog was created to educate professionals in the wine industry and beyond on how and why to reach out to millennials. I strongly believe this approach is one of the main reasons why in such a short time I’ve been able to organically grow a successful marketing and strategy consultation business in an incredibly specialized field – almost all through readers of this blog.

So… why talk about WTFLA? Good question.

I find that I am constantly using my experiences with WTFLA as examples to clients and other marketing folks in the wine industry and beyond. And though there is no denying the element of self-promotion, I find it kind of ridiculous for me to stick to hypotheticals and examples in other industries when I’m putting everything I talk about into practice with WTFLA.

Over the past couple weeks, I’ve realized that I’ve reached a point where I’m in danger of repeating myself and boring the hell out of anyone reading. It’s one thing to communicate how valuable the millennial generation is to the wine industry, but it’s another issue entirely to just keep repeating it like some French recording on LOST. This doesn’t mean that the content on Millennier will change dramatically.  I WILL continue to provide examples of companies that succeed (or fail) in outreach, I WILL continue to point out important new data, I WILL continue to challenge folks to come up with new ideas. But I will ALSO be documenting my own first-hand attempts – I’ll be telling the awesome, the awful, and the ugly stories of my experience in practicing what I preach. I’m documenting my experience with WTFLA on Millennier in the hopes that you, dear reader, will learn from my successes and my failures and maybe something will even inspire you to start a revolution of your own.

My father is a veteran (I am proud to say) and he has often noted that both in combat and in life, the person leading the charge always seems to be “in the rear with the gear.”  That is not the case with Millennier. I am on the front lines and I hope that you will join me as I document the WTFLA adventures.

Fearless First, Then Leaders: Lesson for the Wine Industry

A little over a month ago, AdAge published an article* on 10 marketing ideas that changed the world – at least in their opinion.  From the 1984 Apple commercial to a certain iconic hosiery packaging, it’s fascinating to see these 10 ideas juxtaposed. For you marketing types, it’s incredibly inspiring. And for the rest of us, there’s an important common theme to notice among all of the companies mentioned. Each idea highlighted in the article resulted in catapulting its company to industry leader status, at times when these companies were only just fighting for their market share.

Apple's 1984 ad

Old meets new: an update to Apple's original 1984 ad.

As nonsensical as it sounds, it seems like that’s the state of wine companies today: everyone’s just competing. There’s no definitive leader. Sure there are the big guys. Sure there are the big brands. But do you see the wine equivalent to the iPhone anywhere? WHY NOT? The brass ring is just hanging there, people.

I highly recommend taking the 5 minutes to read the article. More than one of these campaigns has shaped a generation. While you read, take notice of the one thing (two things?) each of these companies had in common when they made these marketing choices: Balls.

I don’t mean to be crude, but it’s absolutely true. Some of these companies had everything to lose and they STILL made risky choices. AND THEY WORKED. It’s important to note that these Fearless Leaders were fearless BEFORE they were leaders.

There WILL be more underdog upsets in the coming years. There WILL be companies that chang their consumers’ worlds as well as their own industry landscape.

The real question is will wine be a part of it this time? A girl can only hope.

*UPDATE: It has been brought to my attention that AdAge has archived this story in the last few days and it is now available only to AdAge subscribers. This is very disappointing. I am in no way supporting or recommending that readers should subscribe to their services through the original link used in this post. The updated link that I have provided will take you to a blog that has reposted the article in its entirety. Apologies for the inconvenience.

Get in the Garage: Innovate by Embracing Limitations

Back in November of 2008 Wired magazine had a short but incredibly sweet article/essay on something they dubbed the “Garage Economy.” (Back to the Garage: How Economic Turmoil Breeds Innovation written by senior writer Daniel Roth – I highly recommend taking a look at it.)

In the article, Roth brings up an incredibly simple but overlooked point – tough economic times are the perfect breeding ground for fearless genius, but most industry leaders focus on cutting back rather than taking chances and moving forward.

In periods of economic turmoil, people are hungry and work cheap, and entrenched companies often concentrate on in-house cost-cutting instead of exploring new markets, which can explode with the next turn of the business cycle.

-Daniel Roth, “Back to the Garage…” Wired issue 16.12

For those that know me, my love affair with this concept is not surprising – it echoes one of my most firm beliefs: OUT OF STRUCTURE COMES GENIUS. Meaning that the more limitations one is given, the more creative that person must be to succeed. Structure forces us to take a look at what we want to accomplish, distill it down, take stock of all our resources, and find a more effective way to reach our goals. This “structure” can be anything from the number of hours in a day, budget limitations, non-traditional resources, or in this case, an international recession.

Welcome to Your New Office

Social media is a widespread example of this, both within the wine industry and beyond. Even as large companies cut back their advertising costs (sorry print & tv), they need brand awareness and sales more than ever. What’s the solution? Free social networks. Resources are re-directed to educate employees about social media (ideally, otherwise see this post), and instead of spending millions of dollars a year purchasing magazine ads, companies spend a fraction of that actually interacting directly with their target consumers. (One of the most incredible side effects of this is that the tiny 1200 case winery has the same chance of succeeding in this medium as the behemoth.) The question is, if all these companies weren’t being forced to cut back due to the economy, would they have made the same decisions to invest their energies in social media? Or would they have continued down the familiar path of traditional advertising?

Because of a seemingly perfect storm of economic restriction, there is a petri dish atmosphere for growing new ideas. For wineries, maybe it’s finding a way to boost direct sales when the Three-Tier System is failing them. Maybe it’s going out into the community and giving back and building a cult following. Maybe it’s forgoing glass bottles in favor of reusable metal containers/kegs for On-Site accounts. No matter what solutions companies come up with, it’s important to remember that these ideas are born out of structure and limitations. Companies that put their heads in the sand and ignore these conditions, or companies that are boarding up the windows to weather the storm, will never put themselves in the position of innovating.

Let’s admit it, the outlook is bleak when you maintain the status quo. Embrace all the limitations facing you – decrease in wine club membership, loss of a distributor, drooping sales, old-fashioned branding – gather them all up, find the smartest people you know, and GET IN THE GARAGE.

Y is the New Black: Why Millennials Matter to Wine in 2010

the Kids are Alright

And it’s true. At last. The millennial generation is arguably the hottest topic in the US wine industry this year. IMHO, millennials will be to wine in 2010 what social media was to wine in 2009 – a game changer. And just like social media, companies within the wine industry can either adapt and thrive, or stick their heads in the sand and be left behind.

Quite frankly, NO ONE should be left behind. So for those interested in educating themselves, their co-workers, or (yikes) even their bosses, I’ve compiled a short list of resources that is designed to catch ANYONE up on the current state of the wine/millennial connection. Look at it as a bibliography for future conversations in 2010.

Obviously, if you’re looking for more detailed information on millennials and wine, you’re sitting right in the middle of a blog entirely dedicated to the GenY/wine connection. Check out the Millennier archives, if you feel like learning more.

MIND THE GAP: "Phase 2" Proves Elusive For Wine Industry & Millennials

About a BILLION years ago (well, more like 6 months), Gary Moore, author of Vinotrip: A Maryland Wine Blog, put into type-written the words what EVERYONE looking to reach out to Millennials should hear. Everyone in the wine industry, anyway.

In a short and sweet post about the increasingly big deal being made about wine companies reaching the millennial consumer, he finished with the following invaluable question:

“You sell alcohol. How hard can it be to sell alcohol to college graduates in their mid-twenties?”

LISTEN TO THE MAN. He certainly has a point.

His words have been echoing through my busy little head ever since he wrote them. At first, I lol’d. A lot. Then I started thinking more and more about this. Why on EARTH does the wine industry need me to say all this stuff? It really should be simple. I shouldn’t have to constantly reverse engineer the needs, wants, desires, dislikes, etc. of myself, my friends, and others in my generation in order to re-format these things into easily digestible somewhat sporadic how-tos for the world to read (though I do enjoy it quite a bit).  So, really. Why?

Look familiar?

In the time I’ve had to clarify my thoughts on the matter, I’ve come up with an answer to Gary’s question: it’s HARD. And here’s why: Survival. (Tough love is incoming, people. Fair warning.) To clarify, it’s difficult because of the the attitude and image that the wine industry in the United States has carefully cultivated in order to emerge, survive, and thrive over the last 40 years. The inability for the wine industry to change the marketing tactics that it has been using for the last almost-half -century accounts for the failure to appeal to millennial consumers.

In the mid 1970′s, when US wine became an international contender on the wine scene, both wine producers and wine drinkers embraced their (well-deserved) status with evangelical enthusiasm. And as evangelicals do, they sought to prove that Americans could be just as knowledgeable, critical, and refined in taste as their European counterparts. And though I was not around for this incredible time, I believe this image and attitude is exactly what the US wine industry needed to survive.

This is the foundation upon which current wine culture in America is based. Throughout the decades, the industry has not lost the evangelical zeal to display its knowledge and refinement. Marketing campaigns embrace it, wine publications tout it, and wine drinkers from this era flaunt it.

It was effective to market wine in this way to generations 40 years ago – even 20 years ago – but it’s NOT WORKING NOW. For the next generation of wine drinkers, this attitude tends to turn us off. Some people are annoyed by it, some people are intimidated, some people don’t identify with it, the list goes on.

RANDOM STORY THAT THIS REMINDS ME OF: The story of my friend’s grandmother. This woman lived through the great depression as a child with a large family and went through unthinkable hardships: poverty, starvation, the death of young siblings. Though she didn’t speak of this much with my friend, this time weighed heavily on her throughout her long life. When she passed away, my friend and her father went to clean out her home to sell it. When they went into the basement, they found over 20 boxes of canned goods – some recent to some almost 50 years old. Because of her formative years in need, this woman had been buying and hoarding thousands of cans her entire life because she felt that she would someday need them; in reality, however, she had been spending her family’s hard earned money on a misappropriated sense of safety.

I find this very similar to what is happening with the wine industry today. Today’s attitude was created in a time of need – it helped the wine industry emerge, survive, and thrive for years. However, that’s not what it takes to survive today and certainly not tomorrow. Attempting to create new “brand ambassadors” using the same old tactics is proving to be a failure.

EXAMPLE: How many new brand ambassadors from the target millennial demographic did your company’s last full-page, full-color ad in Fill In The Blank Glossy Wine Publication get you?

Too far? Ok, my apologies. Snarkiness aside, clinging to the safety of what has worked in the past is exactly what will torpedo efforts now and in the future. By no means am I encouraging companies big or small to do away with what has gained them their current following. There is value to that approach, but only to one’s current customer base. In other words, to maintenance – not to growth. This is why I’m not suggesting  companies completely amputate this approach.

I do, however, highly recommend that if any company wants a NEW consumer group, that you create a NEW marketing plan for them – separate from your existing plan. This means a new attitude and image for this group. Put in the effort to find the aligned interests of the demographic and of your brand and work from there. If you personally don’t know what I’m talking about, find someone that does. This kind of work won’t be easy at first, but it WILL be worth it.

You’ll know it’s working when it’s no longer difficult to sell your alcoholic beverage to a twenty five year-old college graduate.

People To Impress With Wine

The time is nigh for holiday gifting, which means it’s time for everyone to take a deep breath, RELAX and revel in all the people we can impress by giving them a bottle for the holidays.

For a minute, at least, then seriously get back to work – you have way too much to do.


PEOPLE YOU CAN IMPRESS WITH WINE AS A HOLIDAY GIFT:

Co-Workers

Bosses

Crushes

Future In-Laws

Winos

The Entire Crowd At “White Elephant” Parties

Acquaintances That You Know Will Get You Something Even Though You’re Not That Close

Hosts & Hostesses

(You may have seen this on the WTF Los Angeles site, my nomadic wine tasting group in LA – in which case, I am truly impressed with your internet travels)

Let Your Sales Flag Fly: 5 Tips for Boosting Holiday Direct Sales

As the “O” of O,N,D draws to a close, there’s not a winery out there that’s not feeling the squeeze – or lack thereof.  It seems that smaller wineries and boutiques are hardest hit, with retailers and restaurants alike eschewing these lesser known bottles for product with recognizable names and brand affinity. This doesn’t hurt just businesses in the wine industry – consumers will only have a fraction of the choices they would normally have this season for gifts and special occasion wines. With small businesses losing ground in retail and restaurant environments and consumers looking for more variety, wineries have a chance to make up the loss this holiday season with two magical words: Direct Sales.

At one time taken for granted and simply relegated to the “Wine Club” list, direct sales will be many businesses bread and butter this season. The unprecedented access to new consumers via social media and the significantly higher profit margin of selling bottles at full retail give wineries both the platform and the flexibility they need to be creative and drive sales for the season.

Unfortunately, it’s not as easy as it sounds. There is a tremendous amount of planning, logistics, creativity, outreach, time and effort involved in pulling together a successful direct sales campaign. But the payoff, for this season and for holidays to come, is well worth the effort. Below are a few tips on how to formulate the plan that’s right for YOU.

  1. Assemble a Team and Make the Commitment – Hand-pick a small group of people within the business to help create and execute the plan. These should be people with different skills and interests that you can draw from to build a solid direct sales plan. Once you’ve assembled your team, make the commitment to create a plan and see it through – and ask that they do the same.
  2. Take Stock of Your Resources – Take a good hard look at the resources you have at your disposal, and I mean everything. Take into account  the obvious like your mailing list, wine club, upcoming tasting events, etc., but also think outside the box a bit. Is there an artist in your midst? Is your young tasting room employee a social networking whiz? Have you earned a nickname from the locals? Get your team together and write up a list of these resources. Keep this list in full view while you are coming up with your plan.
  3. Give People a Reason to Buy – It’s not just enough to have the product, you must give your consumers a reason to purchase YOUR product. Is it great pricing? A special bottling? Are you donating some of your proceeds to charity? Is your winemaker signing the bottles? Look to your list of resources and come up with a reason or reasons why people must have your wine.
  4. Create a Full Campaign – Sales campaigns are not just for huge corporations. Gather your team, keep your list of resources in full view and let yourself be a marketing genius. Create a fun and catchy name for the plan, set your goals and timeline, create special pricing or shipping terms, and make sure you have the infrastructure to support everything on your website and in the tasting room. Aside from having all the logistics in place, it’s also important to have FUN while creating your campaign. Using humor is a great way to get people interested in your product and campaign.  The more fun it is for you, the more fun it will be for your potential consumers to be a part of it all.
  5. Use Social Media – If you could push a button and magically reach THOUSANDS of new consumers that you’ve never had access to before, would you use it? OF COURSE. That “magic button” is social media. It doesn’t matter if you’re not on facebook, or don’t understand twitter – find someone who does. There is no reason to deny your business of the successful season you need simply because you don’t “get” facebook. Social media is a tool that businesses must use to get the most out of any campaign. Choose someone intimately familiar with social networks to be on your team and utilize their knowledge and contacts.

It’s not too late to make the most of this of this season for any winery who has the drive. Incorporate these five tips while coming up with your direct sales plan, watch an episode of Mad Men for inspiration, get up, and take the season into your own hands.

Millennials: Mythical Beast or Wine's Last Frontier?

Tapping into the Millennial consumer market is a priority in ALL industries, not just in wine.  Wine should have it easier, since it is well documented that Millennials are already drinking wine in record numbers, and we are already having a positive financial impact on the industry as a whole. So why is it SO HARD for the wine industry to reach out to us?

Let’s take a quick look at how wine and Millennials seem to view each other.  From my own work with small businesses and huge companies alike, the Millennial consumer group tends to be viewed as some kind of mythical creature that has magical powers to bestow on whomever finds and befriends it, but is almost impossible to reach.  Sound familiar?

The Mysterious, Mythical Beast

The Mysterious, Mythical Beast

Yep, Unicorns. In most of my preliminary conversations with companies that want to tap into this consumer group, you could pretty much switch out the word “Millennial” for “Unicorn”  just about every time it’s mentioned.  As in “Unicorns have come of age in an era unlike any other,” “Unicorns are very savvy, they can sense when people are trying to pander to them, and they do not like it,” “Unicorns have the ability to communicate with thousands of people in just an instant” or “If we could just reach the Unicorns, we would make millions” and my personal favorite “Why do Unicorns drink wine?”

Now, this is not to say that all of the above statements are not true (at least as they pertain to Gen-Y), but what I take away from these conversations is that businesses still don’t understand us. At all.  Let’s take a step back – we are your neighbors, your kids, your co-workers, your interns, your baristas – not some mythical forest creature.  Yes, we stand to be the wealthiest generation in the world, and yes we grew up being marketed to and now the bar has been raised – but think about it: Why do Millennials drink wine?  Because it’s delicious, interesting and fun.  Why do you wine? I’m sure we’ll come up with some things in common, here.

If that’s how the wine industry views Millennials, then how do we view wine?  This is an easy one, folks:

Sorry, Members Only.

Sorry, Members Only.

In this case it’s just that simple – the wine world tends to be a private club to most of us.  And rather than hiking it to the top of the stairs with the rest of the plebeians, then going through the initiation rituals and membership fees, we’d much rather just sneak in with our friends after dark when the security guard is gone and enjoy the club OUR way.  It’s a thrill, it’s fun, and we don’t have to be someone we’re not.  Eventually, of course, this sneaking around loses it’s thrill, and rather than join the existing club, eventually we will build our own.

So what do these charming analogies teach us?  On some level, each party feels that the other is beyond reach. The irony, of course, is that despite this, Millennials want to drink wine (and are) and wine companies want to reach this powerful consumer group (and are trying).

Unfortunately, there is such a wide gap to bridge in this relationship before the wine industry will start benefiting from Gen-Y.  It’s tough to hear, but it’s true: the responsibility for changing both of these viewpoints lies with the wine industry.