We’ve all heard about the growing importance of millennial consumers, those individuals born between 1981 and 1996 who currently constitute around 25% of the global population. According to the World Data Lab by 2020 this group is set to have the greatest spending power, overtaking current leader generation X and a Bon Appetit report showed that millennials are already drinking more wine than their parents. But how can wine brands and producers appeal to millennials and inspire brand loyalty?
1. Support A Cause
Rather than just purchasing products, millennials prefer to buy from companies that aren’t just focused on turning a profit. Nearly 50% of millennials in the United States are more likely to buy if part of their purchase goes towards supporting a cause. This is the case even when these products have a higher cost, with 37% reporting that they’d be happy to pay more for a product that supports a cause they believe in. Brands and producers should consider partnering with a charity that reflects their values or give a voice to campaigns that they believe are important. A good example of a wine brand that produces more than just a product is Indada Wines which donates 50 cents from every bottle sold to provide good quality education for children in South Africa.
2. Get Social
A key differentiator between Millennials and previous generations is their familiarity with and usage of technology. Having a strong social media presence is essential to succeed with this generation. According to the Elite Daily “Millennial Consumer Study 2015” 62% of millennials are more likely to become loyal customers if brands make the effort to engage with them on social media platforms. Brands and producers can leverage platforms like Facebook, Instagram and Twitter both by sharing useful and interesting content and by proactively engaging and responding to other users. Great ideas include creating detailed wine pairing guides for particular cuisines or holiday dishes or sharing interestingbehind-the-scenes shots that show how your wines are made and the people behind the brand.
3. Make Use Of Reviews
Given that many millennials are heavy users of social media, it is no surprise that they tend to rely on reviews when making purchasing decisions. By encouraging consumers to share their opinions of products and making it easy to leave a review, brands can give potential consumers the courage to take the plunge and try their product. Around 70% of millennials also reported that they feel a certain responsibility to share their feedback after a positive or negative experience with a brand, so keeping on top of reviews and responding to comments wherever possible will help your brand to stand out for excellent responsiveness. They also respond particularly well to Award recognition, such as the Women’s Wine & Spirits Awards. Once you receive positive reviews on social media or review sites, and WWSA Medals you can share these across your website and social media accounts to further strengthen your brand image.
Applying these three ideas will go a long way to tailoring your wine marketing strategy to appeal to the millennial consumer, but the real key is to be authentic and original. Rather than copying your competitor’s approach, draw on the strengths of your brand and your products to create marketing content that offers something new. By doing this you’ll make sure your brand stands out and you’ll also draw loyal consumers to your products simply by virtue of being yourself.