70 Beverage Dynamics • March/April 2015
www.beveragedynamics.com
Millennial Wines
wines more readily than any other consumer group."
Keeping in mind that Millennials are also drawn to great values,
Whidbee's frequent buyer program is particularly successful, letting
wine shoppers apply the average value of 12 bottles purchased to
their thirteenth.
"This allows the consumer to buy something that might be out-
side of their normal price range, as well as feel comfortable taking a
risk on something new," Whidbee points out. The good news is that
Millennials are actively choosing to make wine more and more a part
of their everyday routine, but that often translates to bottles that are
attractively priced and under $15. Big-splurge, special-occasion buys
are more often connected with the old-guard buyer.
PURCHASING ON SOCIAL ISSUES
This trend creates a great opportunity for unconventional packag-
ing. Consider Public House Wine, the brainchild of best friends who
noticed their fellow pals were as intimidated by wine as they were
with young creative types), owner Talitha Whidbee sees her custom-
ers gravitating toward more obscure French grapes like Trousseau
and Pineau d'Aunis.
"Godello is gaining traction as we head toward summer and there
is a renewed interest in classic grapes such as Pinot Grigio and Char-
donnay, as well as cider as a category," she points out. Whidbee
notices that Millennials take an especially keen interest in how wines
are made, who is making them and their impact on the environment.
"I think the Millennials are pretty savvy about being marketed
to, so the direct sell is best, like contact with winemakers and the
opportunity to taste," she says. "We don't target tastings for any one
subset, but we do fi nd that our natural inclination towards smaller
production wines and more interesting wines attracts that age group."
"The Millennial consumer comes already armed with wine
knowledge and a sense of their own palate," she adds. "Some of these
customers have been exposed to a variety of wines for years, and
because of the internet they're able to read about and track down
"There's been a particular surge of
interest in wines from the
Loire Valley,
with a lot of purchasing of Gamay
Noir and Melon."
— Michael Alberty, Owner,
Storyteller Wine Company, Portland, Oregon
Bottlerocket Wine & Spirit, New York, NY
