You say you want a revolution? Well, it’s here! Thanks to Millennials, the image of the wine world is changing.
Millennials are not the so-called wine snobs of our grandparents’ generation.
They want wine to be less intimidating, more accessible
and above all enjoyable.
Thanks to the 2015 Gallo Consumer Wine Trends Survey, we we have evidence of a few things that are changing the image of wine today:
- Millennials approach wine differently from Baby Boomers
- traditional packaging is being replaced by alternatives like canned wine and funky labels
- wine is no longer limited to special occasions
- although some things are still intimidating about wine, it is becoming more approachable and fun
YOU can be an influencer in the wine industry revolution
Although wine professionals are still a necessary part of the wine industry, it’s not just Sommeliers in fancy restaurants or well paid wine critics making wine recommendations anymore. It’s also your bestie texting you:
“OMG! U srsly have 2 try this wine!”
Some of the most influential people in the wine industry are wine industry professionals like Robert Parker, Jancis Robinson and Brian McClintic, and although their qualified opinion still matters, they’re no longer the only people we listen to for recommendations and reviews on wines. Of course, your peers play an important role in making personal recommendations, but it’s gone way beyond that now. With advancements in the digital world any member of the wine community can share their opinions and other wine enthusiasts can read and assess the value of it. Whether you’re blogging or using a mobile app to record your wine experiences, you can be a wine influencer.
Just Wine App gives you the opportunity to influence others.
Give wines a star rating and a comment for review.
Keep them private or make them public.
Changing the image of wine means packaging and marketing matters
It used to be understood that any wine under screw cap was cheap and “real” wine used a cork. Although the Old World wine regions are slower to let go of this image, this is no longer the case in the new world. Australia is the best example of the changing image of wine packaging. Some of the most expensive Australian wine is under Stelvin (a brand of wine-specific twist off caps) and there is even talk of being able to age wine without the use of a cork.
It is no longer necessary to pour wine from a fancy bottle with a punt and a plain white label with classic looking calligraphy on it. Now wines with unique, funky labels or even wine in a can is becoming more popular. Marketing wine to the newest generation of wine drinkers isn’t even that revolutionary anymore — it’s the standard. Millennials want originality on a label and expect the personality of a wine to come through with the packaging.
The image of wine is not as just a special occasion beverage — wine is for every day activities
According to the 2015 Gallo Consumer Wine Trends Survey, wine is not just for special occasions. Of the 1000 people surveyed, 85% said that wine is equally as good on casual occasions as formal occasions, so people are popping open a bottle of wine with dinner even if it’s not an anniversary.
In fact, 1 in 5 wine drinkers admitted to trying wine in a can and saw it as a great options for camping, barbecues and picnics. That was in 2015 so it’s very likely that number has risen as the popularity and quality of wine in a can increases.
The wine revolution means wine snobs are changing into wine adventurers
There are fewer and fewer self defined “Wine Snobs.” In fact, they only make up 3% of those surveyed while 35% would describe themselves as “Wine Adventurers.” 95% said they would take recommendations made by a friend, family member or colleague. While 86% said they would take the recommendation of a Sommelier or other industry professional.
Infographic: Millennials are Changing the Image of Wine
Millennials look at wine differently than Baby Boomers
There are some differences in how different age groups approach wine. Millennials who tend to be drawn to visuals, look for bottles and labels with originality and personality, while most Baby Boomers look at the country of origin and taste description. Of course, taste is still important to both generations, but the definition of what is a good wine is changing too. While alternative packaging like boxed wine or wine in a can is more popular among Millennials, try asking a Baby Boomer to canned wine to a BBQ rather than wine in a bottle.
Not everything has been revolutionized — wine can still be intimidating for even the most adventurous
Millenials are newer to the wine world, so they still have more fears than the Baby Boomers. The leading fears were mispronouncing a name at 42% while being asked to taste wine by a server, talk about wine or being judged by the wine they chose all ranked at nearly 30%.
There are a couple of things to keep in mind about these fears. First of all, remember that only 3% of wine enthusiasts identify as “Wine Snobs,” so the chances of someone judging you for mispronunciation or for the bottle of wine you’ve chosen is smaller than you think.
Secondly, there are resources available at your fingertips to help you navigate through the often confusing world of wine. In fact, Just Wine has easy to read topics about grape varieties (including how to pronounce the grapes), how to taste wine like a pro, food pairing principles, what’s the difference between Old World and New World and so much more. It’s all right here for you to learn some tricks of the wine trade.
How to pronounce Gewürztraminer:
The wine revolution is making wine more approachable
In the press release, “Wine Culture Goes Casual,” Stephanie Gallo, third generation family member and vice president of marketing at E. & J. Gallo Winery who sponsored the survey believes that, “As an industry, we must continue working to remove these barriers in order to nurture wine’s expansion into everyday occasions.” The winery’s reason for doing this survey is because “by exploring the more emotional implications of wine culture and sharing these findings broadly, we hope to welcome more people into wine.” Everyone is welcome!
What is evident from this survey is that we are all enjoying our wine no matter what age category you fall into — Baby Boomer, Millennial, Gen X — 82% of wine enthusiasts were enjoying between 1-5 glasses of wine a week.
So keep on drinking wine with your dinner, while you watch a movie on the couch with your friends, sitting around a campfire, for Tuesday night pizza or at your annual work barbecue and you can count yourself as part of the Wine Revolution.