The Lost Wine Consumer of 2019

The SVB Annual State of the Industry Report diagnoses trends and makes projections about tomorrow. I write it as much for me as for the industry, because I think it's critical to stand away from the business every year and take a fresh look. It helps me and the SVB wine division take a consultant's approach with our clients and diagnose owner's critical needs. 

Normally there aren't huge surprises when I research, but this year, I came away with a cascading shock when I discovered the business wasn't anywhere close to where I believed it was. And every bit of research since has continued to add to the realization that the industry isn't only at a cross-roads, we stand a chance of losing the wine consumer altogether.

Second Hour Broadcast - 2019 SVB Wine Industry Report

We're presenting a second hour of content for those who want more from the release of the Annual State of the Industry report. Register now, join us and continue the conversation!!

~~~O-O~~~

The summary statement from the Annual SVB Wine Report is the Wine Business is at a decision point. We either keep doing what we are doing today and see the category sag, or we change the way we sell and market. Why have I come to this stark conclusion?

2019 State of the Industry Report Signup

2019 SVB State of the Wine Industry

Report & Videocast

Wednesday, January 16, 2019 at 9:30 a.m. PT or 12:30 p.m. ET 

The wine business is changing. You can feel it, even if you can't quantify it. Before you plan out sales and marketing for 2019, you will want to tune-in and discover what's taking place, because there were surprises I didn't expect when I started researching this year.

Cannabis & Millennial Wine Consumption

Following the 2012 initiatives in Colorado and Washington that legalized the recreational use of marijuana, questions started to be asked around the wine business about the substitution effect of pot and wine. Even more interesting to me is to think through, why the wine industry would even ask the question?

The reason the question is being asked is everyone in the wine industry has been feeling uncomfortable with sales trends for some time, and we are all trying to pin down the root causes for the changes. Many have already concluded cannabis is hurting wine sales.

While I've avoided talking about cannabis in the Annual SVB State of the Industry Report up to this point, this year because of the trends I'm seeing, I felt it necessary to take this subject head-on.

You can sign up  [here]  to receive a link to the 2019 SVB Wine Industry Report and the live videocast which will take place on January 16th this year. But here are some of the thoughts I'll present on wine and weed within the report this year.

Wine Supply is Hitting a Tipping Point

I've been pointing out the slowdown in the growth rate of consumer demand by volume for some time now. We are still growing as an industry, but the growth rate is slowing, particularly when looking at volume.

I began discussing shifting consumer demand and premiumization in the Annual State of the Industry Report as early as 2006. This is a pretty optimistic industry, so I was called a Debbie Downer when I started discussing the forward trends back then. That blow-back has since settled into a reluctant agreement. Instead of debating the facts as I've laid them out now, the discussion has settled into a strategy discussion.

Source: CA Grape Acreage Report

At some point in a cycle, an equilibrium point is reached as planting moves forward in response to growing demand. At that point, growers will slow down planting. 

The nearby chart shows a strong runup in planted acreage starting in 1995. That was a reaction to the start of the current explosion in demand for wine we've experienced for the past 25 years. Something changed to the slope of the line in 2001. That pause was created when planted non-bearing acreage became bearing and coincided with the Dot.com bubble and recession. From there, planted acreage fell into a more predictable but slower pattern, supported by healthy consumer demand. 

In 2017, planted acreage hit another inflection point, and a new phase began with acreage removals adjusting for oversupply. That's an indication that we are fully planted, and supply has reached a point of excess. It's hard to argue that demand is growing substantially when acres come out of the ground. That said, looking deeper into this does reveal the source as declining consumer acceptance in lower-priced, high-production wine.

But from all the signs I can see, it appears we've arrived at that tipping point in supply. That will change a lot of things going forward.

The Annual SVB Wine Business Survey

 

      Business Intelligence?

There is something changing in the business environment. You can feel it. Business is good, but it's fundamentally changing. You have examples of change in the way your business is functioning right now. The consumer is different, but what's causing the change and how will the change impact you? 

Those are the questions business owners should be asking today because change creates both opportunities and threats. So we need to understand what's happening in measurable ways. We all need to know exactly what's transpiring, but how are you going to get that business intelligence?

      Story of My Life

I've always been frustrated by the lack of actionable information and the availability of street-level intelligence in the wine business. There was plenty of information on wine-making and grape growing, but there was never satisfying business intelligence available. What is really happening? How can I know if a decision is sound without any reference points? 

With no good information available, more than 15 years ago I started doing annual research just to make sure the wine community had a starting point. There is a lot to talk about today:

• What are emerging trends in Direct to Consumer sales?
• Is there any pricing upside available in my price segment?
• Will M&A continue and if so, what are buyers seeking?
• What growth rate can I anticipate next year?
• Where should I look for new consumers?
• Are imports or cannabis going to cut into sales? 
• Will grape prices increase next year?

Do Tasting Rooms Steal Sales from the Wholesaler?

Procter & Gamble has long been respected for it's integrated product development, integration of acquisitions, and brand marketing. Consider the number of iconic brands they hold like Ivory soap, Pampers diapers, Duracell batteries, Gillette razors, Tampax feminine care products, Crest toothpaste, Tide detergent, and the list goes well beyond that. P&G has more billion dollar brands than any company in the world ... but they don't sell wine. If P&G sold wine people would be running to their mailboxes for free samples and the TTB would not be happy about that.

After-Hours TV: The Cutting Edge of DTC Sales

It Never Ended

The annual SVB videocast was over, but the cameras kept rolling and the discussion continued through the night until the sun started peering through the studio window. Eyelids sanded away retinas with each blink while the smell of spent smokes and stale beer perfumed the room. Amazingly, it was time to shave again, but the studio audience asked for more.

The panelist's raspy voices found comfort with hot coffee, and with adrenaline driving us forward we offered up new topics such as gullet level depletions, employing wine ambassadors in your sales strategies, and the value of making social statements with your brand. But who would get the last word? Would the videocast end?

Video Replay: Secrets to Successful DtC Sales

On May 17th we presented several of the findings from the most recent Direct to Consumer survey. This year we again had good participation from the wine business community both in region and by case production. Many great observations were offered from the panelists:

Last Chance: SVB Live DtC Videocast

I wanted to title this post with something like, "Jaw Dropping Evidence You Won't Believe !!" Then I was going to send you to another site that would have you click through 75 random pictures. Don't you hate it when you get pulled into one of those links? They never get to the picture you wanted to see. It's a form of internet fraud and torture.

Well I actually do have more than 75 slides we've just finished putting together. They're from the most recent Direct to Consumer survey; hardly a fraud. I think you would really appreciate all of the information, but the total deck of slides are only for original survey participants. There are some slides and information anyone can get though.

Among many interesting metrics and findings, the conclusions on Urban Tasting Rooms were pretty remarkable ... we could even say the discoveries are 'jaw dropping?'

Support Animals and the New Napa Hillside Initiative

This past weekend I went to Trader Joe's to get supplies for making pizza. When I entered the store, I noticed an old yellow Labrador mix wearing a vest that said "Service Dog," the kind anyone without any proof can buy from Amazon.

Rover was wandering around with a middle-aged woman who outwardly didn't seem disabled in the least. I felt a tinge of guilt with being politically insensitive to even wonder inwardly about the animal's legitimacy, so I just moved on to the pepperoni.

Soon thereafter I noticed a Standard Poodle, also with "Service Dog" emblazoned on his vest and once again, the owner didn't show any outward disability. I'm still not used to the frequency with which I see animals in restaurants, grocery stores and other public places. But again trying to be politically correct, I put the questions out of mind and paid attention to the mozzarella.

      Unintended Consequences

Then an interesting thing happened right while I was fondling the pizza dough. The two dogs decided to get into a full-fledged dog fight with snarling, snapping, foaming jowls and biting ...  right there, in middle of Trader Joe's, right between the pizza dough and prosciutto! Right next to the baking potatoes.

Both owners jerked at their dog's collars and screamed, "NO [insert dog's name here]!" At the same moment one of the dogs yelped and limped away; the clear loser in this month's Trader Joe's Service Dog Battles.

Vegas had the Standard Poodle with a bite over/under at 3. Had I known, I would have put money on the old Lab to kick the poodle's ass, but ... shouldn't there be regulations about this bad behavior?

      Measure C and Dogfights

These weren't trained service animals, but that only became clear AFTER they became territorial over the baking potatoes. The animals owners were abusing ADA regulations for their own ends. Obviously the name on the animals vest doesn't make the animal a trained service animal.

It reminds me of the current dogfight we have on our hands in the upcoming Napa elections where a ballot measure has an appealing name that would lead a person to believe there is an imminent threat to the County's water supply from agriculture. But just like the vests on the dogs in Trader Joe's, the title of this initiative doesn't reflect the true intent and if passed, most in the County will only discover the real bite after this dog of an initiative is approved.

Estado de la Industria Vinícola de Estados Unidos 2018

Autor: Rob McMillan, Vice President Ejecutivo, Silicon Valley Bank

PREFACIO

Esta es una traducción al español del estado anual del informe de la industria vitivinícola de los Estados Unidos que utiliza Google Translator. Por favor, disculpe los errores en la traducción literal. Si usted desea leer el informe original en inglés, por favor haga clic en [este enlace.]

Si alguien quisiera editar las traducciones al español usando el informe original, le agradecería, al igual que a todos los lectores de habla hispana. Si está interesado y tiene tiempo, envíeme un correo electrónico a mis contactos al final del informe.

This is a Spanish translation of the Annual State of the US Wine Industry Report utilizing Google Translator. Please excuse errors in the literal translation. If you would like to read the original report in English, please click [this link.]

Are you Irrelevant to the New Consumer?

I hit my drive this far from the hole.

When released, the SVB Annual State of the Wine Industry Report gets wide coverage both domestically and internationally. In concert with the release, we also present a live videocast of the report, followed by the on-demand replay.

Despite a full hour of content from the original telecast, every year viewers ask for more content and added sessions. That's been hard to schedule but we're trying something new this year.

Last Chance to Get 2018 DtC Metrics

The Direct-to-Consumer Wine Sales Survey closes March 23

 

Take the survey

How do you know you are performing at the top of club performance, or even above the average? What percent of revenue, relative to total revenue do your neighbor wineries produce from just the tasting room or just the club? If I asked you how many wineries pay for data capture within their comp structure in the tasting room, what would be your guess? What percent of revenue comes in through web sales in your region?

What's the reserve tasting fee in your region? How about the average tenure of a club member sorted out by average bottle price? Would it help to know the average gain in club members in your AVA last year?

What Will the Wine Business Look Like in 2028?

I've recently been thinking about the changing metrics we've had available to manage the wine business over the years. What metrics existed 30 years ago for small wineries? How was wine sold then? What was the atmosphere like? How did we get information?

With daylight savings time upon us, I also started daydreaming today while looking out at the pool and thinking about summer. That brought me back to a trip to Mexico I took 40 years ago, so Mexico met up with metrics in this post as I pondered what direct sales will look like in 2028.

In 1988 my wife won a sales contest at work that provided for an all-expenses-paid three days at the Fiesta Americana in Puerto Vallarta. I had never been to a foreign country before, except Canada and I didn't count Canada as foreign. But Mexico? Well going there would make me an official world traveler!

Weed is Impacting Wine Sales

         Everybody Must Get Stoned ...

I spent last week at the Unified Wine Symposium in Sacramento. I've been coming to the conference since 1995; the first year ASEV and CAWG merged their separate conferences into one. Life was very different back then.


In 1995 you could find a really good bottle of Napa Cabernet for $15, Fed Funds were 8.5%, and marijuana possession was considered a Schedule I substance under the Controlled Substance Act of 1970 and prosecuted as such - right along with LSD, mescaline, and magic mushrooms.

The very next year - late in 1996, California became the first state to allow the legal use of medical marijuana, leading to the collapse of the Unified Conference and all wine sales as we knew them.

OK that last part's not true. Since that first year of Unified, wine sales in the US have experienced 20+ years of growth, even with medical marijuana coming on the scene. And Unified's Trade Show which back then didn't even fill up the first floor of the Sacramento Convention Center, now has two floors of trade show participants and a waiting list to get on the floor. Needless to say, the Unified Conference has thrived.

2018 SVB Wine Report Videocast Replay

The 2018 Annual SVB Wine Industry Videocast was presented last Wednesday to a record audience both domestically and across the globe. You are welcome to replay and review the session above. 

I'm always happy when the videocast is over because it marks the end of 3+ months of writing and research, which is a marathon to begin with considering I have other job responsibilities and the research and report activities push through the Holiday Season. This year though, the process felt like running a half-marathon wearing ankle weights.

Disturbing Sales Growth Trends Through September

Most of wineries have already developed their strategic plans for 2018 and are starting to execute. The plans had to be put together using history as a guide, laced with a hint of a best guess. That's just the way this family owned industry has to roll.

Fire Damage Becoming Clear

When you're standing in the middle of something, it's hard to understand just how big it is, and when the Napa fires were at the early stage and there was no progress in containment, I got a sense of just how big a story it was when I started taking press calls from around the globe. The reporters all wanted to know about the extent of the damage to the wine industry, having seen the pictures from Santa Rosa of utter destruction. It's not the first time I was in this position.

When the Napa Earthquake hit, I was tasked with trying to gauge the damage to the wine business for the Federal Disaster Declaration, but in that case I had some data to work with. This time, I had a phone, spotty cell coverage, no internet with widespread power outages so couldn't see news coverage, and was only keeping current with colleagues, family, and clients using texts and cell phone.

How Will We Recover from the Fires?

    Was That Just Last Week?

Without full containment yet, many are already looking forward to begin the recovery, even with still blurry and red eyes.

When I think about the wildfires that scoured the North Coast of California this past week, I come up with a hodgepodge of visuals – waking up to the red glow out of my bedroom window on Sunday night when it all started, a bulldozer cutting a firebreak a half mile from my home Tuesday night and saving my block, watching the heartbreaking sight of a neighbor’s home burn to the ground on a ridge Monday morning, seeing blood red sunsets, the feeling of relief when power finally came back on, and being unable to sleep listening to my cellphone screaming out Nixle Alerts every half hour telling me about a new evacuation, wondering when it would be my turn.

There are so many stressful points from the past week from which I have a lot of new stories to tell, and lots of pictures that I’ve shared on social media. It was a week that seemed more like a month, reinforced by a blur of numbingly shocking scenes.

Is Opening a Downtown Tasting Room Smart?

<<click on picture for better view>>

The Regulatory Landscape

Falling on the heels of a growing anti-tourism movement, of late I've taken calls from officials in three particular cities that are now considering tightening regulations, or altogether banning the growth of downtown wine tasting rooms.

What else can officials do to make the wine business more difficult? That's what many are asking. Why are municipalities working so hard to hinder success of an industry that helps pull in millions in local occupancy taxes, and donates many more millions to charity? Answer: It's just politics.

The wine industry isn't sufficiently engaging in the debate so we have ourselves to blame in part. We have a fight on our hands but don't show up in force to planning commission meetings and support applications.

We make it harder on officials who only hear from their constituent nay-saying minority. To the credit of the officials, one thing they are doing is asking around for data and facts that might help balance the debate, but I'm wondering if opening a downtown or urban tasting room is even a good business decision in the first place?

Premium Wine Sales Decelerating

      The Big Short

It's easy to tell people what they want to hear. It's harder to tell them what they don't want to hear.

In 2007 I saw the above chart that tracked US home prices versus median family income. With other indicators in the market, I was convinced there was a real estate bubble already in the process of bursting and I started talking about it in speeches. The result of my prescience? I stopped getting speaking invitations and in one speech had the organizer ask if I could be a little more cheery. 

People don't want to consider the downside risk in business when things are going well. 

If I told you today what you wanted to hear, I would say that wine consumption is growing in both volume and dollars and consumers are continuing to trade up above $9.00. I would tell you that grape prices are at an all-time high and trending higher right along with land prices. 

That's true and might get me more important speaking engagements, but I'd rather you know about an underlying trend I'm seeing that's more than a little concerning. If I'm right, it's going to change the way you are thinking about business right now.

Podcast: An Industry View Through Rob McMillan's Wine Glass

 

I had the opportunity to visit Christian Oggenfuss and Geralyn Brostrom at the Napa Valley Wine Academy just after the release of the State of the Industry Report. We sat down to an open mic over a glass of wine and explored several of my perspectives on the business as well as the story of how the Wine Division of SVB was created, and why we started producing the State of the Industry Report.

After you get though the early part of the podcast which sounds a little like a This is Your Life show on your's truly, at about the 15:00 mark we start to get into some of the concepts discussed in the report. The questions I cover are:

Restaurant Wine Sales Collapsing for Small Wineries

      I Will Always Love You

Every credible measure that I see regarding restaurant wine sales is trending negative for the small family-run wineries. Why? What's behind the declining trend? Economics? Changing consumer attitudes? Conspiracies from wholesalers? Big wineries displacing the small ones? It's not due to a lack of desire from restaurant owners.

Restaurateurs love the wine business. The business is worthy of their love because it enhances the enjoyment of the food served to their customers. It's practical for the restaurant trade to love wine because restaurants themselves make better margins on bar sales compared to food sales. Wine for the restaurant trade is still an important part of success, but sales opportunities to restaurants are collapsing for small wineries.

Replay: SVB Direct to Consumer Survey

We had a good time on set delivering several perspectives on the SVB/WBM annual Direct to Consumer survey. For those aficionados of our surveys and telecasts, you might note a shift in the title but it's just reflective of how we've evolved the survey questions.

We used to call this survey the Tasting Room Survey but over time we started to realize tasting rooms were only part of the formula for success, so we started asking more questions about wine club metrics. Now we have several years of benchmarks from which we can determine trends in clubs and in tasting rooms.

SVB Annual DtC Benchmarks

Direct to Consumer sales now represent 60% of the average winery's revenue, but the real growth in direct sales has only taken place over the past decade, dramatically accelerating in the past 5 years. While it might seem like wineries have been doing this for a long time, it's difficult for me to say direct sales have been a professional discipline.

In 2013 I published one of my more popular posts addressing the problem the industry faced in finding good Direct to Consumer Managers. Since it was a new discipline, it wasn't possible to find experienced managers. That is starting to evolve with time, but we are still scratching and clawing our way to direct sales success, learning from each other as we go and playing a little bit of follow the leader. Some of that is good and some not so good which underscores the importance of data.

The Tough Questions Wine Clubs Face

 

After many years of flailing away looking for the right strategy, we are seeing DtC sales homogenize around a common theme. Wineries build a tasting room with a design statement. That's 'the experience.' Customers come to the winery, pay a fee and receive a curated tasting of wine. At the end of the tasting, the customer is invited to join the wine club and somewhere around 7% accept. It's working, and if you believe the stats that came out yesterday, DtC sales in February 2017 were 37% higher than February 2016.

Annual DtC Survey is Open!

Today, the eleven largest wineries are moving 80% of the wine sold in America, while distributors continue to march toward complete consolidation. The other 9,000 wineries in the U.S. are left to compete with each other for the remaining 20% of case sales.

Not their Fault

I don't blame wholesalers. They have no financial incentive to take on that mass of small customers. Add to that the decline in restaurant sales, which historically have been a large part of family wine sales, and it's hardly an exaggeration to say that Direct to Consumer sales are required for the survival of small family wineries now. It's really their only viable path to market, and yet the industry itself is still barely novices in selling wine direct.

Will Boomers Keep Buying Wine?

The title of this piece is the question all wine companies should be asking today, because boomers are the dominant cohort across all price points above $14. Can they continue to buy your wine? 

I've been saying for nearly a decade the anticipated ascendance of millennials as the top cohort was greatly exaggerated as to both timing and impact, but their coronation is coming and the day when boomers no longer dominate consumption is also fast approaching.

2017 State of the Industry Report

Most of the wine business has already developed their strategic plans for 2017 and is starting to execute. The plans had to be put together using history as a guide, laced with a hint of a best guess. That's just the way this family owned industry has to roll.

Louis Vuitton: A Story in Brand Destruction

 

Rome: The Eternal City

My fiance Jackie and I just got back from a spectacular 2 week wine cruise with Darioush Winery that started in Lisbon and ended in Rome. 

I've never been to Rome so we tagged on an extra 5 days at the end of the cruise to see the sights. 

There is a problem in going that extra week though. I don't care how big your suitcase is. By the time you've lived out of it for 2 weeks you are flat out of clean clothes so selecting something to wear becomes a challenge.

What I underestimated is just how that challenge could impact our shopping experience at one of the world's top luxury retailers. Ask yourself as you read though, 'could this happen at my winery?'

The Election Perspective from Europe

Who do Europeans Want for President?

I've been hiding in Europe while the most recent election debate has been taking place. I've been in Lisbon, Cadiz, Barcelona .... pretty much having sangria and tapas across the Iberian Peninsula. 

It's been more than civil over here, and I've really been interested to see the business growth in the region, at least with respect to tourism. My last visit here was in 2010 and things were miserable. But the usual tourist areas seem packed now which is good to see, because Spain for example still has more than a 22% unemployment rate and nearly 50% among youth. They really need tourism. In another change, after the terrorism in Nice I have noticed a larger police presence throughout the tourism areas and even some on La Rambla carrying weapons.

I fled over to Europe in part because thought I could get away from all the acrimony and derisive talk about the presidential race... and I wanted a vacation too. But guess what? People in Europe care about who the next "Leader of the Free World" will be too. It's the very first thing they want to talk about. And guess who they favor in a non-scientific poll? Answer: Neither.

You might be surprised to find the Europeans I've spoken with here seem more concerned with why these are the best two candidates we can find? I find myself explaining how our process works, and am getting a civics lesson in how other countries elect their leaders at the same time.

I've yet to find a single person tell me they would vote for either candidate but in an equally enlightening discovery unlike Americans, Europeans aren't glued to watching Sean Hannity or Rachel Madow so they aren't overly focused on the press revelations and network spin. Instead they are focused on what positives the candidates bring to the party while they go about their lives. 

I envy the Europeans because they aren't force fed the hype but I am glad we in America will soon be put out of our collective misery and we'll have a new leader. We'll have an election, I'll vote my conscience and I'm just glad it will be over for American's and Europeans alike!

But this Vote isn't Yet Over

Unlike the firm ending date for Presidential Election, the Silicon Valley Bank Annual Wine Conditions Survey which had been scheduled to close Friday, has been extended out and will now close Wednesday, October 19 at 5:00 PM Pacific time. This is a much easier decision than the Presidential Election.

For 12 minutes time, you will get the complete survey results, and dozens of relevant graphs and analysis that will help you benchmark your winery. This will be distributed only to those who complete the survey.

You can take the 2017 SVB Wine Conditions Survey here ------> [LINK]

Annual SVB Wine Conditions Survey Ends Friday

 

Face it. Getting actionable information in the wine business is challenging. You can pay more than $2,000 for an annual report on the wine business and in return, get regurgitated information. I once did that myself.

Thinking I would check on the offering of a group putting out a comprehensive report on the wine business, I was disappointed to find it was closer to a college level report that consolidated information from primary research. In fact several places cited the Silicon Valley Bank Annual Wine Report to support their findings.

There are a few places where you can get good primary research on the trends facing the business. For the past decade we've led a survey and conducted research with more than 600 wineries and the major AVA's participating from across the country each year. Why are we so lucky to get such strong participation? 

I think there are a few reasons:

1. We deliver good and needed information to the business for free.
2. We keep the information anonymous and noone can back into responses to determine who responded.
3. We've earned the owner's trust that we aren't using your information to add you to a sales calling list.
4. We give back more than we take. Only survey participants receive the complete data set back and that helps everyone in planning for the year ahead.

So I hope you will consider taking the survey this year. It takes about 12 minutes and in exchange, we will send without cost, the complete survey results, dozens of relevant graphs, and our early analysis on wine industry conditions. [Last year's survey results].

The survey is scheduled to close next Friday so please don't wait. Your participation will pay itself back many times over.

Take the survey now [LINK]

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The Scourge of Tourism Circa 1972

Is tourism a problem? It depends who you ask, but it's impact has been feared and debated for a very long time as an issue. Even way back in 1972 when many of us were still living life in black and white, and cable was part of your corduroys instead of your TV, tourism's impact in the Napa Valley was being reviewed and questioned. 

Some things have have remained the same today but the narrator in the above news piece offered an interesting view into tasting rooms of the day when he said tourism was "important to PR, and to a lesser extent, sales." 

You see, tasting rooms back in the day weren't put in place to sell wine. That's what distributors did. Tasting rooms were nice-to-haves. My how those days have changed!

Today tasting rooms and tourism are linked to the survival of family wineries. Direct sales represent 60% of an average winery's sales, and tourism is the lifeblood of the family winery. Without tourism and direct sales, I'd make an educated guess that 60% of the wine business as we know it would fail.

Selling Millennials Through Myths & Lies (Final Part 3)

Millennials Are Normal People?

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

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.)

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%

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.