I’m working once again in the wine industry (something I’ll talk about at a later time) and I can sadly say that in the seven years since my last wine industry stint, not much has changed in terms of how wine is marketed. Sadly, companies still resort to safe and conservative methods which in my eyes, typically translates to boring products.
One of the biggest challenges seven years ago was how to attract a younger demographic. Wine is typically associated with your parents or even grandparents and usually holds a certain pretentious stigma with it. According to this article, Millennials are starting to consume copious amounts of the beloved grape juice but the scene is very different than their silver counterparts. Much like the beer industry transformed from a cheap, lackluster product to a more handcrafted, authentic microbrew, we just might see wine take a turn for the better. The article explains that Millennials want wine but they’re not interested in big companies, hoity-toity wine reviews, expensive bottles or dull packaging. They’re heavily influenced by social media, crave packaging for on-the-go moments and could care less about the bottles that cost more than $20.
I’ve been saying for years that if there was ever an industry that could use a re-boot, it would be the wine industry. The potential is there to think outside of the bottle–take creative liberties with the labels and even the packaging. There is no reason wine has to be an elitist beverage and hopefully the Millennials can do what they did for beer. If the industry can just lighten up a bit and embrace design and creativity, they just might have a fighting chance at holding on to their new consumers.
Props to the following companies who dare to make wine interesting:
1. Paperboy Wines: The first 100% recyclable wine.
2. Public House Wine proves box wine can be perfect for social gatherings. They even provide the cups!
3. Sechzisch & Vierzisch is a happy little product. I love the bottle caps, single serve packaging and unique graphics. I’m even more intrigued that it’s a blend of Rosé wine and orange soda. Yes to all the above.
4. Bob’s Your Uncle is another wine that has found popularity in a beer bottle. It’s not just a unique approach to packaging, the crown cap also preserves wine better than cork.
5. Union Wine Co. has gained popularity recently by packaging their wine in a can. Hands down my favorite take on wine packaging. It’s approachable, easier to transport and solves the glass shortage (there is one if you weren’t aware).
6. If you’re going to stick with the traditional wine bottle, at least make the labels interesting. Bare Bottle has done just that by marrying winemakers with designers. A harmonious pairing I can get behind.
7. Created by Constantin Bolimond and inspired by the works of Pieter Mondriaan–this is the perfect example that wine has the potential to be fun. Personally, I would love to take these bottles to a 3-star Michelin restaurant just to make the stuffy silvers pass out in their 100 point Robert Parker Cabernet. Can someone please pass the bottle of awesome?!
Are you a wine drinker? If not, why? What influences you when making a wine purchase? Will you bring me a bottle the next time you come visit me?
*Top Image: Eight Hour Day via Dribbble