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May 22, 2015

What Are Consumers Drinking And Where Are They Buying It From? | Part Two

While you are concerned about bringing in Millennial consumers, don’t do it at the cost of your Boomer
customers, who still make up the majority of your wine buyers and wine drinkers. Pull out of your customer
records the breakdown of your customers by age and see how many you have in each category. The ages
for three categories are: Boomers – 51-69; Gen X 39-50, Millennials 21-38.

This year the youngest of the Millennials will turn 21. As 99% of Millennials wine drinkers are now of age,
how much of the sales are they responsible for at your winery? This is interesting data to have on hand
and will help you get the most out of your advertising dollars by allowing you to focus your advertising
and marketing on the audience that buys the most from you.

The most telling information presented in the Wine Market Council’s survey of high-frequency wine drinkers
is that other alcoholic beverages (craft beer, spirits, and cider) are more frequently being chosen instead of wine.

We need to be aware that we have more competition, not only from other wineries but also from other forms
of alcoholic beverages. Keep marketing and keep selling if you want to stay ahead of the game.

A tip of the glass from me to you!