Who is the typical millennial? A young aged 35 craving for new technologies and cocktails recipe? Seems Millennial’s portrait is much more complex according to Eric Briones, luxury marketing specialist.
According to a study led by Jérôme Fourquet with 1000 youth aged from 18 to 30, transmission and heritage from family is the first origin of their interest for wine.
63% of this sample believes wine should be taught by the family and 40% trust their family to learn about wine. The majority of them pair their wine with their food. 18% drink wine with their food in the week , 40% on the week-end. A new trend growing is wine for itself and wine as appetizer (while cooking , before food…)
Only 34% are interested into wine and wine does not attract as much as Pokemon. Only 15% already installed a wine app. So how can you attract young people to get into wine? « By hacking the wine »:
- Through lifestyle: Millennial expect companies to come to them and produce for them. You need to teach them and give them some content.
- Incarnation: Domaines are a mysterious place that does not specifically raise interest. It’s important to understand the life of the producer and create an imaginative universe.
- Be transparent: It’s important to prove the transparency, the origin because the consumer today want to understand w
hat he drinks.
- Innovative: You have to create and impulse the magic. Make them dream and make them fall in love with your brand.
- They are very sensitive to good design and graphics.
- Make them smile, make them laugh. Funny is the new cool.