Young drinkers (those just above the drinking age) are consuming more wine than previous generations of new wine lovers and, of course, the wine industry is all kinds of happy about that. Fox says companies are responding by creating and marketing wine to Millennials in ways that they hope will keep them hooked. Doesn’t sound like it would be too hard to get people excited about drinking bottles of wine, but hey… kids these days!
Melissa Saunders, the owner of importer Communal Brands, says, “[Millennials] don’t care about the pretentiousness of a wine, they want something that is authentic and speaks to them. This is a huge marketing opportunity.”
Let’s hope they don’t mess up wine by doing something completely lame.