Beverage Dynamics

Beverage Dynamics - March 2015

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.

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www.beveragedynamics.com March/April 2015 • Beverage Dynamics 71 Millennial Wines interested in sipping different varietals. To solve this discrepancy they launched their boxed wine com- pany, a ten-percent cardboard box containing four bottles-worth of wine, either Chilean Cabernet Sauvignon or Sauvignon Blan - along with ten cups. This alternative packaging is portable, sustainable and ensures wine maintains its freshness, which are all attributes that ap- peal to socially-driven Millennials. To accentuate this aspect of its brand, Public House launched a slew of New York events like pop-up supper clubs and BYOB din- ners, in which the fi rst 20 people to RSVP spent just $25 for a night of wine and food. On the West Coast, Gary Marcaletti, proprietor of San Francisco Wine Trading Company, says that his main target is the 30-55 age group, but his 21-29-year-old customers show a propensity for dif- ferent trends. Among his Millennials, organic wines and the heritage of wineries are not as important factors as they are at other stores, he points out. Instead, he sees this group "moving toward spirits, and mostly to bourbon and all other whiskies. Promotions don't necessarily work for them. Having them taste is the best way to get their attention." At Storyteller Wine Company in Portland, Oregon, owner Michael Alberty says it's just happenstance that most of the wines he wants to showcase currently jive with what Millen- nials are looking for. What exactly is that? For Alberty, he's seen many younger consumers seeking lower-alcohol, high- acid wines. "There's been a particular surge of interest in wines from the Loire Valley, with a lot of purchasing of Gamay Noir and Melon," he says. "I think folks in this age group that come to my store are looking for wines that are food-fl exible and well-priced so they can be opened any night of the week." Alberty also sees a spiked interest in natural winemaking. "Mil- lennials have been reading about it; now they want to know what it means and what it tastes like," he says. "I'm also seeing an increased interest in dry farming. Irrigation and long-term sustainability of our aquifers is a big deal on the West Coast, and I'm seeing more people trying to support vineyards and wineries that don't irrigate, or that irrigate as little as possible." Wine brands that take the time to craft breezy, conversational social media posts will also resonate with Millennials. A look at the Facebook page of Jordan Vineyard & Winery, in Healdsburg, California, is peppered with such interesting kernels as weather reports, photos of cows who roam the estate and snapshots from Valentine's Day dinners hosted for Jordan Estate Rewards mem- bers in the dining room. Combine that with the winery's own thoughtful blog, covering such disparate topics as the revamp of the Jordan wine label, as well as complementary video tutorials on making fl aky pie crusts. The whole program helps build a credible, authentic brand that intrigues younger people. Ultimately, the Millennial is an intrepid risk taker who wants to make wine just one part of a meaningful, experiential life. "They are more willing to try new wines and new grape varietals," Alberty says. "Offbeat wines from offbeat regions don't seem to scare them off. They aren't set in their ways yet and they seem quite eager to be assisted in their wine journey." BD Vine Wine, Williamsburg, NY.

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