Friday, February 1, 2019

Millennials are talking but the wine industry isn't listening

In the last two weeks I watched two separate annual State of the wine Industry presentations. Both were focused on millennials and were worried that they aren't drinking as much wine as hoped.

The reasons why were all in the reports. But the wine industry is pretty much doing the exact opposite of what millennials are saying they want.

First, take a look at the two stories, then come back here and I'll explain. Here's the story from the Silicon Valley Bank report. I did not suggest or agree with this headline, but it's hard to blame my editor for trying to attract page views in a month that saw some of the largest layoffs in history for online news organizations. Clickbait helps pay my wages: Millennials now ruining wine as well

Second, here's the story from the Unified Wine & Grape Symposium. This headline is also clickbaity but reflects what was said: Wine and sex off the millennial menu

Now, forget about sex and smartphones. Let's talk about what millennials are telling the wine industry they want -- and how the industry is ignoring them

1. Millennials like healthy products

Why else would kombucha be so popular? Millennials care about what they put in their bodies.

So what's the wine industry's response?