Wine Brands Can Appeal to Younger Generations While Maintaining Their Legacy- Here's How.
Strategies for Wine Brands to Attract Gen Z/Millennial Consumers while Maintaining Core Identity.
Last month, I had the pleasure of moderating a panel at the Wine Sales Symposium on May 16th, where I told the crowd, "EVERYONE wants an experience." This concept is not new, especially as wineries aim to sell wine to younger generations.
Let me step back and tell you more about what I mean.
I recently moved to Folsom, near Sacramento, and have been exploring new-to-me wine regions with friends who aren't in the food or wine business. This new viewpoint has been so much fun to be a part of. As we go through a wine tasting, I love sitting back and listening to how they view wine.
These are people in their 40s and 50s (Gen X), and while good wine matters, the overall experience—both at the location and with their friends—matters more.
That's one of my main comments for anyone complaining about Gen Z or Millennials wanting “experiences” over traditional wine education-focused tastings. EVERYONE wants an experience. The desire for more than a glass of wine may differ, but the search for a good experience is universal.
Repeat After Me…
Like EVERYONE wants experiences, ALL brands need to adapt to stay relevant.
Even long-standing, established brands. This isn’t news—at least it shouldn’t be. Established wine brands often boast a rich legacy but face the challenge of appealing to a new, diverse audience. Younger consumers look for brands that align with their values and lifestyles, making it essential for heritage brands to innovate while preserving their core identity.
American Express But For Gen Z?!?
I saw the headline for a Business Insider article about how American Express is connecting with younger consumers and knew I had to read it: “Gen Z’s Hot New Status Symbol: An AmEx Card.”
The article did not disappoint—I had to grab a pen and paper (yeah, I’m an Elder Millennial, so I’m officially “old”) to take notes. By updating benefits and staying true to their high-end image, Amex has captured Gen Z's and millennials' attention without losing its core base with older, more affluent customers.
American Express maintains their high-end image by staying true to their reputation for premium services and exclusive perks. Simultaneously, they introduced modern benefits like Uber and streaming credits, appealing to younger consumers.
This is the challenge wineries face today: engaging younger generations to stay relevant over the next decade without losing core consumers or compromising your brand's identity. (I don't need to link to another "State of the Wine Industry article from 2024," but I like this one from Vinepair).
So, What Can Wineries Learn from American Express?
Wine brands can learn from American Express’ approach to modernizing while maintaining a strong, recognizable identity.
Here are a few takeaways for you to brainstorm with your team:
Stay true to your brand's core values and identity. This is crucial for maintaining brand loyalty and appealing to long-time consumers and new, younger audiences.
Understand your target audience. Amex did their research and recognized the value of appealing to younger generations while not alienating their existing customer base. Wineries should also understand the preferences and values of different age groups to tailor their marketing strategies accordingly.
Think about your messaging: Adapt your messaging to resonate with younger consumers while staying true to your brand's values and heritage. This could mean highlighting sustainability efforts or showcasing the people behind the wine.
Innovate while staying authentic. American Express introduced modern benefits, but they still align with their high-end image. Wineries can do the same by offering new experiences or products while staying true to their brand's values.
Be flexible and adaptable. The wine industry is constantly evolving, and wineries must be willing to adapt to stay relevant. American Express recognized the changing landscape of consumer preferences and was not afraid to change their business model.
Talk to a Gen Z or Millenial in your Target Audience: Seriously, I didn’t make this article just to talk about my favorite credit card company. Talk to someone from a younger generation and ask for their perspective on wine and winery experiences. You may be surprised by what you learn.
More Action Items for Wine Brands
Understanding Psychographics - Age Ain’t Nothing But A Number
A lot of brand strategy isn’t just based on age. Psychographics like lifestyle, values, and interests matter more because they provide deeper insights into consumer behavior and preferences. Take American Express, for instance. They’re connecting with a younger, more educated, and affluent audience who values experiences, access to exclusive perks, and high-quality service. This matters because appealing to shared values rather than just age demographics can create a loyal customer base.
Action Item: Focus on the psychographics of your target audience. Understand their lifestyles, values, and interests to create a more personalized and effective branding strategy.
Exclusive Experiences
Remember, all audiences love a good experience. One of the ways Amex appealed to younger generations while maintaining their upscale image was by offering exclusive experiences. Wine brands can adopt a similar approach by providing unique, memorable experiences that add value beyond the product.
For your core audience of wine club members (and possibly an older crowd), this could include VIP tours of vineyards, exclusive tasting events, or members-only clubs that offer special benefits and early access to new releases. For younger generations, give them a way to connect and have fun with friends—more than just trying to discuss the details of the wines. Such activities attract younger consumers and reinforce the brand's prestige and exclusivity for older customers.
Action Item: Find what experiences make sense for your brand identity and your various target audiences. Consider hosting pop-up events in urban areas, offering wine-pairing dinners with celebrity chefs, or creating interactive, immersive vineyard tours that use augmented reality. These initiatives can engage a wider audience and create buzz around your brand, ensuring a memorable and prestigious experience.
Strategic Partnerships
Collaborating with other like-minded brands in or out of your industry can significantly enhance a wine brand's appeal to younger consumers. American Express partnered with popular services, influencers, and brands to offer relevant perks; wine brands can do the same. Partnering with high-end restaurants, luxury travel companies, or even fashion brands can create a synergy that attracts a wider audience. These partnerships can also lead to co-branded events or products, further elevating the brand's image.
Action Item: To attract a wider audience, brainstorm ways to collaborate on a social media post or an event with high-end restaurants, luxury travel companies, or fashion brands.
Storytelling and Personalization
Effective storytelling can bridge the gap between heritage and modernity. By sharing the brand's history and the stories behind each wine, brands can create a deeper connection with consumers. Personalized marketing, where consumers are addressed by their preferences and purchase history, can also make them feel valued and understood. This approach caters to older consumers who appreciate tradition and younger ones who value authenticity and personalization.
Action Item: Share the stories behind your wines and personalize your marketing. Address customers by their preferences and make them feel valued and connected to your brand. Emphasize your brand's history in your marketing. Share stories about your vineyard's origins and highlight the quality and tradition that set you apart. But the caveat here is to figure out how to tell your story in an entertaining and memorable way.
Building a Wine Legacy to Last
Appealing to younger generations doesn't mean abandoning your brand's core values or alienating older customers. It means finding ways to adapt and stay relevant while staying true to what makes the brand unique and special.
American Express has shown that it's possible to modernize a heritage brand without losing thier core identity.
By understanding and catering to different generations' diverse lifestyles, values, and interests, wine brands can build a strong, loyal customer base that spans ages. Focusing on shared values and psychographics helps secure your place in the hearts and glasses of seasoned and new consumers.
