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Industry: Email Alert RSS FeedMarketing matters: how to engage millennials
Wines & Vines, April, 2009 by Kate Lavin
According to Hoopes, Karl Wente (who at age 31 is a millennial himself) has championed the effort to further connect music and his family's 125-year-old winery, already known for its outdoor summer concerts. Recently Wente launched the website Discover the Wine, Discover the Music (wentevineyards.com/discover), which posts the winemaker's thoughts on why certain Wente wines pair well with singles he hand-picks for the site.
Millennials value individuality and authenticity, Hoopes said, so reach out and just be yourself. After all, if this generation is going to drink wine, shouldn't it be yours?
RELATED ARTICLE: Highlights
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* Studies show that the young people of the huge millennial generation accept wine as a part of everyday life, and they are drinking more of it each year.
* Millennials are skeptical of commercial advertising, and re spond more enthusiastically to recommendations from peers and social networks.
* Savvy marketers have already begun to adopt online communication forums such as Facebook, and craft their messages accordingly.
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