Are Millennials killing CA wine? NY Post says for sure
The New York Post long has been famous for its outrageous headlines: “Obama Beats Weiner,” “A-Hole” (about A-Rod’s steroid scandal), “Cloak and Shag Her “ (the Gen. Petraeus love affair). Now they have this tasty little tag, “Millennials are ruining the American wine industry,” and if you don’t feel compelled to read the actual article, you’re not a real wino!
After all, Millennials have been perceived to be the holy grail of the wine industry for years. Every winery wants a piece of the Millennial action; nobody cares about Boomers anymore—we practically have one foot in the grave–it’s all about the generation born between the early 1980s to about 2001, who within ten years will be “the largest fine wine consumer demographic in the U.S.”
So why are they suddenly villains?
Because “We’re training Millennials to drink foreign wine,” explains Rob McMillan, one of the best-known wine economic forecasters in California. The “We,” in this case, seems to be the collective industry, including media and Internet-based retailers, who apparently have convinced 30-somethings that wines from abroad are better buys than domestic wines. “[H]ow do we brand American wines?” McMillan asks. “We have to be able to say something more than price.”
What would that “more” be, besides an ineffective appeal to patriotism? Not clear. McMillan’s full report, the Silicon Valley Bank State of the Wine Industry 2016, details the major factors impacting Millennials’ economic and cultural outlook: “the digital world,” of course; “the Great Recession,” and a generally bleak outlook concerning their future prospects. Millennials do “not have the same financial environment to push [wine] spending compared to the baby boomer and Gen X cohorts.” They are “more value conscious [and] greener than Baby Boomers,” facing “significant headwinds” in their ability to spend money. They also, unfortunately from a winery point of view, “are inclined to substitute craft beer and spirits for wine.” Nonetheless, and despite this dreary prospect, McMillan writes, Millennials “are the future fine wine consumers.”
So what’s a wine marketer to do?
Well, the report doesn’t come right out and make “do this” reccos. But reading between the lines, there are some things wineries can to do take advantage of certain Millennial trends. One is to experiment with “blends” rather than varietals, and this is a trend I think is here to stay. Another is to be very cognizant of label design; Millennials “select a wine based on its label…they look for personality and originality.” The report also cites a study suggesting that Millennials “prefer fruity or semi-sweet wines,” which no doubt explains the success of something like Meiomi; but the report also acknowledges that, as they mature, Millennials, like their baby boomer predecessors, are likely to “migrate to wine that [is] more complex” and, presumably, drier. And, of course, Millennials also are prime targets for direct-to-consumer sales, which have been sharply up over traditional retail outlets this past year.
All that aside, don’t look to the Silicon Valley report for a set list on how to increase sales to Millennials. No such list exists, nor can it. Every winery has to figure it out alone. The report ends on an up note: “we are quite confident the industry will find creative ways to overcome and succeed”; but this rah-rah will be of little relief to wineries struggling to figure out how to sell wine to the elusive, fickle, always unpredictable Millennial. And don’t blame the Millennials. They’re just doing their thing, as do we all.