What Makes Millennials Buzz Over Wine

THE BOOZE BIN

Guest Post By Julie Stas (@Julie_Stas)

All this recent buzz about Millennials and yet some marketers still don’t seem understand what makes us buzz. I’m here to clear a few things up about my generation.

We are the game-changers who keep marketers on their toes. We are the DIY adapters who find our footing on any unstable ground. We are the savvy optimists who believe in doing good to make a difference.

As a younger Millennial who relishes in my new found freedom to legally drink alcohol, I’m surprised by some of the bland and unmemorable tactics still employed by various beverage companies. It’s high time for marketers to get up to speed, understand this super-savvy audience and add that extra pizzazz that will catch and retain the attention of the always-evolving Millennials.

Although we may not all be sophisticated wine connoisseurs, we’re learning and fast. Wineries and companies who still don’t take us seriously should pay closer attention – they might just find a trusting and loyal following in the making. Here are some recommendations to engage and stay connected with Millennials, from the perspective of a Millennial:

• Personalization – We love it. Carving a unique path of our own is what makes us tick. Give us the opportunity to personalize a wine label and we’d rarely pass up the chance to put a friend’s embarrassing picture on the front as a unique birthday present. Here’s one company getting it right.

• Go Digital – We are notorious for our brand experimentation and flexibility. The latest iPhone apps make it easier than ever for us to choose, taste, pair and collect wine. One of my favorite wine pastimes is to put on a “kiss the cook” hat and apron, stir up a mouthwatering meal with friends, and uncork a few favorite bottles to complement our culinary masterpiece. The HelloVino app is my digital wine bible for recommendations to match a special dish, taste or occasion. Not to mention, it’s free! Other honorable mentions: Cor.kz, Pair it, Drync Wine Pro, Wine Wherever and Wine Notes.

• Giving Back – If there is a way to do good while still doing what we want – Millennials are in! We take pride in making a difference, while still holding true to our interests. In our time of blogging, tweeting, stumbling and Facebook-ing, we are a connected collective, and believe one person can make a difference. Our BS-radar is highly honed, and wineries that give back to charity help us trust they’re one of the ‘good guys’ in a sea of scammers, spammers and viruses. Honorable mentions: For every bottle of Flipflop Wine purchased, Soles4Souls, distributes a pair of shoes to someone in need. Also, One Hope Wine donates 50% of their profits to charity.

Photo credits: Chicago Examiner

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