Sunday, July 3, 2016

How Much Did Wineries Really Make in 2015?

     One Big Happy Family

There's a sense in the wine business that your neighbor is part of your support mechanism. They are not a rival or a competitor. Lots of information and stuff is shared in this wonderful trade. 

If you need a tractor because yours is mired in a soggy field, no problemo! Need a little welding and custom fabrication on a pump? I'll be right over with a welding rig. Stuck fermentation? I'll send over a portable heating unit.

Sunday, June 12, 2016

Selling Millennials Through Myths & Lies (Final Part 3)

Millennials Are Normal People?

This is the third of a three part series: Part 1Part 2

If millennials are narcissistic, lazy, and entitled as described in our last post, you will need to quickly come up with some new marketing tactics. So instead of giving them a toaster for joining the wine club (a boomer era tactic), maybe you could give away a free mirror with every new account? Oh I know! What about giving away a tiara for the self-absorbed, and some Red Bull for the lazy ones?

Saturday, June 4, 2016

Selling Millennials Through Myths & Lies (Part 2 of 3)


Desperate to find the secret of the millennial code, media and researchers have taken creative license over the past fifteen years which in the final analysis, hasn't provided the hoped for guideposts that would convert marketing strategy into new consumers - at least as it relates to the wine business. But it has created a dialogue overblowing the impact of our youngest cohort (eg, above video.)

Monday, May 30, 2016

Selling Millennials Through Myths & Lies (Part 1)

Authenticity. Only for millennials?

Just the Facts

Millennials are the most engaged and socially connected generation of all cohorts. They demand sustainability and authenticity in their products. Socially responsible and transparent companies rank high in importance when it comes to their purchase decisions. They demand customization and wide selection. They consume more wine per occasion than all the other cohorts combined.

Thirty-three percent of Millennials say they are motivated to buy more frequently when a friend recommends a wine, but 99.8% say they like any wine better when a friend buys it for them. 

One hundred and fourteen percent agree with the statement that feeding one's animal spirits premium wine is better than hitting your toe with a hammer. The remaining percentage believe morning-after flat party beer is good for hydration, so long as there are no cigarette butts in the bottle. When there are butts in the beer, their preference to consume falls to 0.4% with a statistical error rate of +/- 0.4%

Sunday, May 8, 2016

Annual DtC Videocast Tomorrow - Last Chance Signup



I'm not fond of looking at pictures of myself. It's even worse when I try and grab a screen shot like the above from last year's Tasting Room videocast. Blech. Makes me sick. That looks like I'm getting ready to spit! Actually it's the end of a sentence where I'm saying 'tasting roooommmmm.' That's what I look like when I say 'm,' and it's the best I could do - I'm sad to say. But looks aren't everything. 

Sunday, March 27, 2016

Market to GenX at your own Risk


Let's talk about Millennials! How exciting is that conversation? Demographers and researchers are laser focused. It's a feeding frenzy at times because that's the growth opportunity of future retail. Boomers are old news, nothing to write home about and not hardly anywhere near as interesting as Millennials.

Oh ... there is GenX of course but why talk about them? They are a small cohort.... except they are the second largest consumer of fine wine in the U.S. today and the largest growth opportunity for most wineries, but that doesn't matter. Let's talk about Millennials!

Tuesday, March 22, 2016

The 2016 Wine Market Council's Findings Are Wrong



      WMC: "Millennials Consume 42% of all wine in America"


The Wine Market Council presented their annual 2016 roadshow in New York in January, and using the above slide announced with fanfare that Millennials are now the largest wine drinking population in America, consuming 42% of all wine and surpassing the boomers with 30% of total consumption. They also said Millennials were consuming 160 million cases compared to 114 million cases consumed for boomers (below right chart). 

To many of us in the business the facts appeared grossly exaggerated, but the media ran with the story because it was such a senstational headline. The long-awaited ascendance of the millennial had finally come we were told, and the articles proclaiming the fact hit the wires in waves:


     WMC: "Millennials and Boomers Consume the Same Amount of Wine."


Inexplicably, six weeks later at their Yountville presentation, devoid of any supporting facts or charts, the WMC offered the following totally contradictory statement in their presentation:
"Boomers and Millennials today account for nearly the same amount of wine consumption and Millennials will soon account for decidedly more consumption."