Millennial’s relationship to wine

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.hallo.jpg


Naïve insight on blind tasting

Looking for a new idea to impress your date? Just look at a blind tasting competition on youtube, learn by heart the description of the wine and use your smooth and sexy voice.

First thing while starting the video I wondered if the guy was speaking to himself or to the glass and I then realized a huge audience was staring at him ready to absorb its words. Not only does he use a very specific language but he does it at an impressive speed. The show is better than eloquence competition at my business school. It sounds like a long poem interrupted by the sound of the wine gargling in mouth and the spitting.  

He stands there, lost in his wine world, eyes looking in the vague and starts about the flavors, the feeling on the palate, the structure, « the wine is clear… there is lemon, lime, citrus, green apple, pear… the wine is dry.. acidity medium plus, body, mineralogy plus , strong tannin… probably a New World… Australia, Margaret River, Sauvignon blanc, 2010. »


He then grabs the next glass and begins: « White, clear, color pale shawl, some gas, moderate on the nose, lemon, grapefruit, yellow apple, orange, citrus, it’s waxy… I would say bee wax, mineral, crispy, neutral, fresh, dry, tropical, green pineapple. High acid, alcohol moderate +, finishes moderate +. »