
04/09/2023
As a wine enthusiast who loves to travel and explore countries through their unique culture, wine, and food, I couldn't help but notice the increasing emergence of non-traditional wine labels and containers, such as canned and boxed wine. And let's not forget the canned "wine spritzer" drinks. As a marketer, this piqued my interest, so I did some research.
What I uncovered was something I was not aware of and that got me thinking.
• Wine consumption in the EU is declining: Italy is down 7%, Spain is down 10%, France is down 15%, Germany is down 22%, and Portugal is down a staggering 34%.
• The causes of this decline are: global inflation, higher costs of living, increased prices, people reducing household expenses because the future is uncertain, and so on.
I'm wondering if all of these new developments are just a way to connect with the new generations of wine consumers, such as millennials and Gen Z, who have an average age of 19. Most wine industry representatives are still using marketing methods that worked for baby boomers and Gen X, but like any other industry, they will need to adapt. They will need to adapt their communication and brand experience, promote green and sustainable practices, and identify niche opportunities, such as skin-contact wines and rare grape varieties.
Here are some specific ways that the wine industry can adapt to reach new generations of consumers:
• Use more social media and online marketing to reach younger people.
• Offer more affordable wines and wine products.
• Create more innovative and eye-catching packaging.
• Partner with restaurants and bars that are popular with younger people.
• Host wine tastings and events that are specifically geared towards younger people.
The wine industry is facing a number of challenges, but by adapting to the changing needs of consumers, it can continue to thrive.
(Sources: Falstaff, Forbes)