Rafael Ruiz, MD, MBA, WSET III’s Post

The US wine industry is in a bit of a crisis, which I think is a huge opportunity. The billion dollar question: How is the wine industry going to appeal to Millennials? (Because they are drinking wine at lower rates than Gen X and Boomers). The chart below (hat tip Paul Mabray, with some of my modifications) highlights a key area that the wine industry is getting their marketing wrong. The industry is obsessed with the aspirational buyer cohorts. Millennials are not there yet and many Millennial wine drinkers will never be there. There are 4 different types of wine buyer, across age groups: -Value Buyers -Lifestyle Buyers -Explorers (aka Snobs in training) -Collectors (aka Snobs) Some (but not many) wine drinkers move from left to right on this chart over the course of their lives. A tiny fraction of them become Collectors--a combination of very high income and very niche interest in things like secondary and tertiary flavor profiles that come from hillside growing regions the size of a modest suburban backyard. It's niche. It's also high margin-- expensive wine costs slightly more to make, but not that much more. If you can sell your wine for $100 a bottle, you've got more like a software margin (>85%) on your hands. Mmm, that's enticing. The wine industry LOVES to market to Collectors, and to the aspiring Collectors (aka Explorers). Because it then becomes a game of terrior, tradition and limited supply. You gotta pay a premium for this little taste of greatness. But here's the thing: most wine buyers don't go on this journey toward Collector. Most of them stay at Value or Lifestyle stage. And they are totally happy to do that. They don't give a crap about terrior. But if I walk down a wine aisle, looking at bottles of wine in the $15-25 range (aka Lifestyle price point), what do I see? Wine marketed to Collectors. Wine marketed to Explorers. The Lifestyle buyer is the opportunity. This cohort is represented by Millennials. Product considered "good" to a wide audience that can tell the difference between a $10 (aka "not good") and $20 bottle, but do not want to sit around and talk about notes of flint from the granite hillside growing region. What brands are nailing it for the Lifestyle Buyer? Share in comments below! #wine #marketing #brands #millennialwine

India's wine industry is attracting millennials with a shift toward premium and non-alcoholic options. As wine tourism grows, the industry sees a boost from modern retail channels, offering a sophisticated selection and elevating consumer wine knowledge

The wine industry has struggled to attract younger consumers. So we did some digging into Quini data and found an important nugget that could make a difference. While the finding may be obvious, we hope that having the data to support your marketing plans and messaging recommendations will prove helpful. Here is the article reporting the data. Please share it if you find the information helpful. Engaging the Younger Consumer: Leveraging White Wines to Boost Millennial Recommendations in the Wine Market https://lnkd.in/gMWQK-6T #Millennials #White Wine #Wine Marketing #Consumer Trends #Wine Industry #Wine Recommendations #Generational Preferences #Alcoholic Beverages #Marketing Strategies #Millennial Engagement

🍇 With over 15 years under my belt in the wine industry, it's been inspiring to witness the evolution of wine culture, particularly in Australia. For the past few years, we've observed a growing preference for quality over quantity among consumers. Now, it's incredibly satisfying to see this trend gaining traction globally, with data-backed studies reinforcing what we've seen firsthand. 👥 Millennials, both in Australia and abroad, are leading this transformative shift, transitioning from casual enthusiasts to discerning connoisseurs. Our embrace of higher-priced wines reflects a deeper appreciation for craftsmanship and authenticity, setting a new standard for wine enjoyment. 🌟 I'm super excited to see how this trend develops over the next 5-10 years and if it will counteract some of the many challenges the global wine industry has faced in recent years. 🍷

This is for anyone in the #foodmedia space looking for a few good pitches. I'm a bit tired of the hype-up/take-down stories (I know, you need clicks), so have a few suggestions. Obviously, I'm including our AIOLI in each one, because, well, I run a business. 1. Take a Hike. And Don't Forget your Condiments Americans are out and about this summer. The Outdoor Industry Association released new data last week showing that participation in outdoor activities has grown for the eighth consecutive year, and since the pandemic, the outdoor industry is up 14.5 million people. If you're one of the 60 million heading out for a hike or camping trip, you'll want a condiment to jazz up your sandwiches or hard-boiled eggs. Here are our top 5...We love this lightweight, un-breakable AIOLI from Haven's Kitchen... 2. "Sauce Girlies" is a Real Thing Some TikTok trends may sound ridiculous to anyone older than 25, but if you look closely, you'll see deeper social and cultural shifts running through them. "Roman Empire Boyfriends" said a lot about how young American men are trying to understand masculinity today. "Sephora Kids" can certainly be seen as a commentary on consumerism, and the tug of social media on young girls. And now "Sauce Girlies" speaks volumes about food shopping in 2024's uncertain economic climate. As Mintel reported last month, "Premium food and drink products will still prove cheaper than other indulgences, and consumers may turn to consumables to get their fix of fun purchases." Talk about what makes sauce popular... and Haven's Kitchen AIOLI hits all the right notes... 3. Not Your Mom's Mayo There was a time, not so long ago when Americans were limited in their condiment options: Mayonnaise, mustard, ketchup, BBQ sauce, and Ranch. Of course, there were the niche brands, sold at specialty shops, or in the poorly named "ethnic" aisle of the grocery store, but for the average food shopper, options were few and far between. Today, the shelves are filled with innovation and flavor, thanks to trail-blazing brands bringing unique flavors, less processing, and some FUN to plates everywhere. (include Haven's Kitchen) 4. Out of the Pantry into the Spotlight Condiments have long been considered a "secret weapon" in the kitchen, delivering fast flavor and texture. But now they've stepped out of the supporting actor category into the role of main squeeze. Consumers consider a drizzle of hot honey, a dollop of chili crisp, or a schmear of creamy AIOLI an easy and affordable way to treat themselves in times of what feels like perpetual stress. The US condiments market is expected to grow annually by 8.02%, proving consumers are willing to spend on items that deliver value: Bold, global flavors, versatility, and healthier alternatives to the old stalwarts. You get the drift! And if you know a writer... please tell them we have affiliate :)

Crafting a Millennial-Friendly Wine List As the hospitality industry evolves, so do the preferences of our clientele. Millennials, now a significant portion of the market, have unique tastes and expectations when it comes to wine. To stay competitive and appeal to this demographic, it's crucial to adapt your wine list. Here are some of my key strategies to make your wine selection irresistible to Millennial customers: - Embrace Diversity and Uniqueness Millennials crave new experiences and are more willing to experiment with lesser-known varietals and regions. Diversify your wine list by including options from emerging wine regions and featuring unique grape varieties. This approach not only caters to their adventurous spirit but also sets your establishment apart from competitors. - Prioritize Sustainability and Ethical Production Environmental consciousness and ethical consumption are paramount for many Millennials. Highlight wines from sustainable vineyards, organic producers, and socially responsible wineries. This not only appeals to their values but also provides talking points for your staff to engage customers. - Offer Affordable Quality While Millennials appreciate quality, they're also budget-conscious. Curate a selection of high-value wines at various price points. Focus on finding hidden gems that offer excellent quality without breaking the bank. This approach encourages exploration and repeat visits. - Incorporate Technology and Visual Appeal Millennials are digital natives who respond well to visual stimuli. Consider implementing digital wine lists or QR codes that link to detailed information about each wine. Include eye-catching visuals, tasting notes, and food pairing suggestions to enhance the selection process and overall experience. - Create an Educational Experience Many Millennials view wine selection as an opportunity to learn. Train your staff to share interesting stories about the wines, their origins, and production methods. Consider hosting wine tasting events or themed nights that allow customers to expand their knowledge in a fun, social setting. - Emphasize Food Pairings Millennials often see dining out as a holistic experience. Highlight food and wine pairings on your menu, and train your staff to make thoughtful recommendations. This not only enhances the dining experience but also encourages wine exploration. - Offer Variety in Serving Sizes Flexibility is key for Millennials. Offer wines by the glass, half-bottle options, or even tasting flights. This allows customers to try multiple wines without committing to a full bottle, catering to their desire for variety and experimentation. By implementing these strategies, you'll create a wine list that not only appeals to Millennials but also enhances the overall dining experience for all your guests. Remember, the key is to stay adaptable and in tune with evolving preferences. #WineList #MillennialDining #HospitalityTrends

As the culinary landscape evolves, Red Robin and Zaxby's Franchising LLC's are at the forefront of adapting their offerings to resonate with the discerning tastes of Gen Z and Millennials. The introduction of Red Robin's upscale menu and Zaxby's innovative chicken dishes reflect a strategic pivot towards quality and experiential dining that these younger demographics crave. However, Red Robin's encounter with shifting beer preferences among Millennials underscores a broader industry challenge: staying agile in the face of rapidly changing consumer habits. This scenario raises a critical question for the foodservice industry: How do we continuously adapt our offerings to not only meet but anticipate the evolving preferences of a diverse consumer base? #IndustryAdaptation #ConsumerBehavior #SavorFM Deep Dive here 👉 https://lnkd.in/eGtjpr9n

The wine industry is facing significant challenges in attracting younger consumers, particularly Gen Z and millennials, who are gravitating towards beverages like hard seltzers, ciders, and liquor instead. The younger generations are showing less interest in wine compared to older demographics. This shift is partly due to societal trends prioritizing healthier lifestyles and a decreasing overall alcohol consumption among younger generations. The industry struggles with making wine approachable and relevant to younger consumers, with cultural factors playing a significant role. Unlike spirits, wine lacks a strong presence in youth pop culture, and there's a perception of rules and pretensions around wine that may deter younger drinkers. Wineries are also facing declining visits to tasting rooms despite a rebound in travel. To remain competitive, winemakers are encouraged to focus on storytelling, sustainability practices, and diversifying their brand ownership to reflect the multiculturalism of younger consumers. The wine industry faces the challenge of adapting to rapidly changing consumer preferences influenced by social media, requiring innovative approaches to sharing information and making wine more accessible in a fast-paced digital world. Source: Fast Company #Wine #WineIndustry #LiquorLawyer #DrinksIndustry #Regulations #AlcoholCompliance #WineIndustryAdvisor #AlcoholIndustryAdvisor #BeverageIndustry #AlcoholIndustry

India's wine industry is attracting millennials with a shift toward premium and non-alcoholic options. As wine tourism grows, the industry sees a boost from modern retail channels, offering a sophisticated selection and elevating consumer wine knowledge Kartik Mohindra Pernod Ricard India

As we all know sales are cyclical. Things that go up, go down, and things that trend down can go back up. As I've said before, the panic over Gen Z and why they are not drinking is not where we should be focusing our efforts in #sales and #marketing. In the words of many a sales rep, you have to "Fish where the fish are." In other words focus efforts on the segments that are showing interest, that are purchasing and more importantly have the purchasing power. These are the people to whom we should be spending money and efforts against. #Gen Z will mature as will their tastes and eventually like #Millennials, they will start drinking wine. Next panic demographic will be #GenAlpha but that's a long way away; so let's not worry about why not but focus on how to! This is a great article in Wine Industry Network with research done by the WINE MARKET COUNCIL - always a reliable source for industry information.