Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: https://read.dmtmag.com/i/485350
www.beveragedynamics.com March/April 2015 • Beverage Dynamics 69 P lay hard, work later: this is the cheeky mantra espoused by Portlandia, a wine made with grapes predominantly from Larkin Vineyard by Judy Thoet, in Dundee, Ore- gon's Eola-Amity Hills AVA. Although Thoet's bottles of Pinot Gris and Pinot Noir, with labels fl aunting playful images of bicycles and eyeglasses, are not connected to the hit IFC comedy show of the same, both the wines and Fred Armisen and Carrie Brownstein's antics are meant to exemplify the quirky lifestyle that is distinctly Portland's. This artistic, edgy, local approach to winemaking is exactly what appeals to that most in- fl uential of demographics, the Millennials. As the youngest Millennials become legal drinking age in 2015, the total wine-drinking population continues to grow, according to the Wine Market Council. Research compiled for the Council's 2014 Consumer Consumption Habits report also reveals that 59 percent of Millennial high-frequency wine drinkers consumed more wine in 2014 than they did the year prior. Additionally, 62 percent of Millennials drink sparkling wine or Champagne each month. While most of the wine swilled in the U.S. continues to be done so by Baby Boomers—41 percent, the Council reports—Millennials follow closely behind at 29 percent. The gap between the total wine volume these two generations drink is much narrower, however: Baby Boomers consume 37 percent and Millennials, 34 percent. So what does this robust number mean for retailers? It behooves them to pay attention to Millennials, an intelligent, social media-loving generation with signifi cant buying power that still appreciates the power of a good bargain. According to Nielsen, purchasing on "sale" is a more important factor for Millennials than other demographics. Power of value aside, there is unbridled enthusiasm among Millennials, who are willing to fork over extra dollars in the name of exploration. "Millennials take their choices seriously and are willing to spend generously," says Tom Geniesse, proprietor of Bottlerocket Wine & Spirit, in New York's Flatiron neighborhood. "They are adventurous, curious and unpretentious. They are unafraid to seek guidance and they ask good questions. They are focused on quality, authenticity, humor and ethics. They have media Tefl on and will communicate at the speed of light, but will give their attention BY ALIA AKKAM P to a genuine message. At Bottlerocket, we know we will continue to attract Millennials if we provide them real value and remain true to our spirit. Staying a little bit humble, a little bit fresh, always authentic and a tiny bit fearless goes a long way." Geniesse notices that his Millennial cli- entele bring mature tastes and experiences to his store and are "not motivated by safe choices." California-made Chardonnay and Cabernet Sauvignon, for example, are typ- ically entry points for budding oenophiles, but Geniesse says he sees Millennials seek- ing out bottles that are "cool, smart and value-driven. In this respect, they are buck- ing the trend of earlier generations." A DIFFERENT KIND OF GENERATION Napa might be the birthplace of American wine, but many Millennials are captivated by the allure of more burgeoning destina- tions such as South Africa and Jura. Napa often connotes the past — something stodgy their parents might curl up on the couch with and drink. To reach the Millennial and show off Na- pa's more youthful side, Franciscan Estate Winery attempted to shift the region's old- school defi nition by partnering with the wine societies of esteemed MBA programs at such tony schools as Columbia, Yale and Harvard. The fact these universities even have wine clubs points to a soaring interest among younger audiences. Franciscan, capitalizing upon its affordability and respected name, gave eager students a chance to ask questions like where the importance of wine in business settings, through lively demonstrations. While Franciscan Estate has helped change the image of Napa among Millenni- als, the demographic is also looking further afi eld. At Vine Wine, in New York's Wil- liamsburg neighborhood (which swarms Wines for a New Generation Napa might be the birthplace of American wine, but many Millennials are captivated by the allure of more burgeoning destinations, such as South Africa and Jura.