November 5, 2015
November 5, 2015
Article reviewed by Barbara Bordon
This article is interesting as it can gives us a different way of seeing at the new generations and their impact on marketing. It actually focus on wine, but not just it. The twist is in trying to explain how new generations of customers can change a lifelong selling product.
It is impressive that wine can have so many different markets, this new one is characterized by the attractiveness that young generations have for Bacchus’s nectar. Although quality of the wine that millennials (from 18 to 34 years old) prefer is not high, they choose their wines according to what others are drinking. By “others” the article means their peers. Even more millennials can base their purchases on social media or wine apps but they actually do not consider ratings faithful to their taste. They do believe those ratings are not real but instead driven by professional critics.
Another curious fact is given by the spending average millennials have. They prefer a product that is around 10 and 15 dollars. A product that has been reviewed by others and that can add an experience to their wine knowledge.
Millennials do not care about luxury wines and it is difficult for producers to understand what they look for in a wine, as they are never loyal to one brand. For this reason, the author of the article decided to study through a focus group the millennial’s behavior. A surprising fact arise during the research: millennials do not seek for information about wines online, they rather ask someone they know for a suggestion. They also prefer small wine producers and they are seeking to learn about the history that is behind each bottle of wine.
We do not know if in the next years millennials are going to change their purchasing behavior related to alcohol but this article is a good of example of how a deep-rooted drink can be shaped by one group of consumers.Cheers!