How To Market Wine That Appeals To Younger vs. Older Millennial Consumers

Understanding the preferences of various generational subgroups is crucial for brand success, particularly as younger generations exhibit lower engagement with wine compared to older age groups, such as Gen Xers and Baby Boomers. According to the 2024 Silicon Valley Bank report, State of the US Wine Industry 2024, when separated into older and younger segments, Millennials continue to trail behind older generations in their affinity for wine.

To have a more nuanced understanding, it is important to note that people of the Millennial generation do not all think similarly, when comparing the younger to the older sub groups. A few years difference in age can yield very important preferences.

A study published in the American Sociological Review found “the formative experiences, and thus the characteristics of each birth cohort, are unique in many respects and do not fit into a linear or monotonic pattern of intercohort variation”, when comparing cohorts of subjects born 10 years apart (Glenn, 1976). The 10 year variability between these groups is not linear, indicating the preferences of consumers within the generation of Millennials might fluctuate significantly. 

Understanding Differences in Younger and Older Millennials Preferences

Analysis of Quini wine tasting sensory data revealed distinct preferences in white wine varietals between younger and older Millennials. Younger Millennials showed a strong inclination towards Muscat Ottonel and Pinot Grigio, while older Millennials preferred Ehrenfelser and Pinot Grigio.

Younger and older Millennials share a preference for Pinot Grigio, indicating the varietal’s broad appeal for marketing to Millennials. While Pinot Grigio is a common choice for both cohorts, Muscat Ottonel and Ehrenfelser offer an actionable preference window between the two groups.

Identifying preference divergence between sub-groups is crucial for wine marketers aiming to target Millennials as a whole, highlighting the importance of nuanced marketing strategies tailored to each sub-segment.

Data Scope and Analysis

The analysis, which utilized 1,392 consumer Quini wine reviews, looks at the same data set presented in our previous blog post discussing how to engage millennials by leveraging white wine. However, this time, the reviews were parsed between younger and older Millennials, exclusively focusing on white wine. The age cutoff used for older Millennials was people born around 1992, and younger Millennials were grouped around 1998. The same 23 types of varietals were analyzed across overall total score and drinkers willingness to recommend a wine score. The top wine varietals were chosen based on the difference in individual mean score from the cumulative group mean.

Key Insight

For younger Millennials, white wine varietals like Muscat Ottonel and Pinot Grigio topped the list. In contrast, older Millennials leaned towards Ehrenfelser and Pinot Grigio. Utilizing this insight allows for targeted marketing strategies to more effectively break into the Millennial demographic. As Millennials trail behind other generations in wine affinity, informed and personalized approaches can increase the appeal of wine, benefiting not just the brand but the industry as a whole.

Recommendations

While there are thousands of great wine brands within the varietals uncovered, here are a few that stood out in the Quini database that were part of the various consumer sensory tastings done using the Quini app, over time.

Top performing Muscat Ottonel for younger Millennials:

Hillside Heritage Series Muscat Ottonel 2019 – “Handled gently to preserve its delicate aromatics, the fruit was de-stemmed and given overnight skin contact before draining/pressing off skins and cold settling. The juice was allowed a long slow fermentation in stainless steel. This wine has lovely floral aromas and hints of spice” -Hillside Winery

Top performing Ehrenfelser and Pinot Grigio wines for older Millennials:

Pelee Cottage Series Pinot Grigio 2018 – “Expect an expressive, vibrant wine that has a refined mineral and floral driven bouquet. Crisp citrus entry on the palate, light acidity but finishes with a slightly tart quality” -Pelee Island Winery

Summerhill Pyramid Winery Ehrenfelser 2016 – “A fruit explosion with intense aromatic notes of apricot, citrus, and tropical undertones. This luxuriously textured wine offers palate coating acidity and sweetness, leading to an extremely smooth mouthfeel and long finish” -Summerhill Pyramid Winery

Both younger and older Millennials enjoyed:

The Winemaker’s House Pinot Grigio NV – “The Winemaker’s House Pinot Grigio has gentle notes of tropical fruits, and a light, refreshing finish” -BCLiquor

Conclusion

By identifying the specific varietal preferences of younger and older Millennials, wine marketers can craft more personalized and effective marketing strategies.

In our next post, we’ll dive deeper into the wine itself, breaking down how flavor profiles affect Millennial preferences.

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Sources:

– QUINI DATA

– Glenn, N. D. (1976). Cohort Analysts’ Futile Quest: Statistical Attempts to Separate Age, Period and Cohort Effects. American Sociological Review, 41(5), 900–904. https://doi.org/10.2307/2094738 

– McMillan, R. (2024). State of the US Wine Industry 2024. Silicon Valley Bank Wine Division. https://www.svb.com/globalassets/trendsandinsights/reports/wine/svb-state-of-the-us-wine-industry-report-2024.pdf 

In wine marketing, understanding the preferences of different generational cohorts can significantly impact brand success especially as younger generations seem to be less interested in wine than older generations, like Gen X consumers and Baby Boomers.

According to the 2024 Silicon Valley Bank report, State of the US Wine Industry 2024, “58 percent of the consumers over age 65 favored wine over other alcoholic beverages. Everyone else indexes almost thirty points lower” (McMillan, 2024). Millennials were the lowest, with only 16 percent claiming they would bring wine to a party.

Understanding Millennial Recommendations

To investigate this issue, Quini data collected from wine tastings utilizing the Quini app was analyzed across generational cohorts. Total score and recommendation score values were analyzed, with the recommendation value being how likely the taster is to recommend the wine, while the total score reflecting the overall rating that tasters give for the wine.

The conclusion is that Millennials tend to give higher recommendation scores for white wines compared to red, relative to their total scores. Likable white wines on average receive a higher score from Millennials for tasters’ willingness to recommend a wine, compared to red wines.

Data Scope and Analysis

Averages of Quini taster scores were collected and organized by wine type, and a ratio of recommendation score to total score was used for comparison. Overall, the dataset comprised 12,494 consumer wine reviews across 232 products. Specifically for Millennials, the analysis covered 6,292 reviews of 197 products, spanning 23 different varietals. The data represents a diverse range of markets, including review data primarily across the United States and Canada, genders, ethnicities, and wine producing countries covered in the Quini database.

Key Finding

On average, Millennials rated white wines higher for recommendations than red wines. This seven percent difference demonstrates the slight, but important edge white wine enjoys with this demographic.

This insight is crucial for wine marketers and the industry as a whole. Tapping a higher probability success strategy for a new consumer’s first experience with wine can make a significant impact on adoption and industry growth. While this approach may be intrinsically obvious to many, having the data to reinforce marketing efforts and messaging can go a long way.

Recommendations

To leverage this information effectively, wine marketers should consider the following strategies:

Prioritize White Wine Promotion: Given the higher likelihood of Millennials recommending white wines, marketers should leverage this wine type as the primary entry window to engage millennials. Highlighting white wines more prominently can align marketing efforts with the preferences of this demographic.

Create Engaging Content: Develop engaging and educational content that highlights the attributes of white wines. This could include blog posts, social media campaigns, and video content that explores the history, production process, and tasting notes of different white wines.

Enhance Product Visibility: Ensure that white wines are more visible in retail spaces and online platforms frequented by Millennials. This can involve better shelf placement, more prominent listings on e-commerce sites, dedicated sections for white wines, and promotions with influencers.

Exclusive Offers and Events: Organize tasting events and offer special incentives on white wines. These initiatives allow Millennials to try new wines, encouraging them to explore and recommend them to friends and with that improve millennials interest in wine.

Loyalty Programs: Develop loyalty programs that reward Millennials for recommending white wines. Points, discounts or exclusive offers for those who share their positive experiences with your white wines can motivate further recommendations and brand loyalty while attracting new buyers to wine.

By leveraging these insights and strategies, wine marketers can better cater to Millennial preferences, enhancing recommendations and strengthening brand engagement in a competitive wine while helping to grow the industry.

Conclusion and Next Steps

In our next post, we’ll dive deeper into the data, breaking down varietal preferences among younger versus older Millennials. Don’t miss out—subscribe to our newsletter to get notified when this insightful analysis is published!

Sources:

1. QUINI DATA
2. McMillan, R. (2024). State of the US Wine Industry 2024. Silicon Valley Bank Wine Division. https://www.svb.com/globalassets/trendsandinsights/reports/wine/svb-state-of-the-us-wine-industry-report-2024.pdf 

Empower staff with comprehensive wine knowledge and transform them into confident wine experts almost instantly using simple automation technology

The hospitality industry faces a perpetual challenge: high staff turnover, especially in seasonal restaurants and resorts. This constant influx of new employees demands quick, effective training, particularly in areas like wine knowledge, which can significantly enhance customer satisfaction and boost sales. Traditional training methods are time-consuming, costly, and often inefficient.

The Challenges of Traditional Wine Training

Managers and sommeliers know the struggle of imparting years of wine knowledge to new staff quickly. Extensive wine lists complicate training, and the costs associated with opening bottles for tastings, especially the expensive ones, are prohibitive. Additionally, the high turnover means that the investment in training often yields limited long-term benefits, as new staff may leave before the training pays off. This cycle of training and retraining is both inefficient and costly.

The Automation Advantage

Smart technology is a game-changer in the world of wine training. It provides managers with a powerful tool to share their expertise effortlessly and equips staff with the information they need to recommend wines confidently from day one. Here’s how an intelligently designed tool can transform your wine service:

1. Instant Access to Comprehensive Wine Knowledge

A platform we can confidently speak about is our very own Quini Somm. A simple tool that allows managers to publish curated, searchable wine lists. These lists are strategically placed to guide staff to the right wines to promote, maximizing customer satisfaction and business margins. Accessible on any mobile device or computer, staff can quickly find the right wines to recommend without the need for extensive prior knowledge or constant reminders by the manager or sommelier.

2. Enhanced Recommendations with Expert Insight

Managers and sommeliers can embed their tasting notes and expert recommendations directly into this platform. This means staff have access to valuable speaking points and detailed descriptions that help them engage customers effectively. Whether it’s understanding which wines pair best with certain dishes or identifying the characteristics of specific varietals, staff can instantly pull up the insight needed to make informed recommendations.

3. Food Pairing Recommendations

With a tap on any mobile device or computer, a smart tool today would empower staff with the ability to make precise food pairing recommendations. Quini Somm’s intelligent pairing suggestions help ensure that customers receive the best possible dining experience, enhancing the reputation of your establishment and encouraging repeat business.

4. Instant Search by Wine Style

Catering to individual customer preferences becomes effortless with technology enabled search functionality. Staff can quickly find wines that match specific styles such as big bold reds or sweet whites. This capability gives staff added confidence to discuss and recommend wine, and allows for personalized service, ensuring that each customer’s unique taste is accurately accommodated.

5. Quick Wine Searches by Various Criteria

Quini Somm provides instant search options by wine name, varietal, region, or country of origin. With just a tap, staff can access detailed information on any wine in the inventory, making it easy to meet customer requests swiftly and accurately. This comprehensive search feature enhances service speed and accuracy, leading to greater customer satisfaction.

6. Cost-Effective Training Solution

Traditional training methods often involve significant costs, such as opening bottles for tastings and organizing training sessions. Today, to be more effective and profitable, a good wine tasting tool can virtually eliminate these expenses, offering a cost-effective alternative. Staff can engage in virtual tastings and learning modules without the need to open physical bottles, preserving valuable inventory and reducing costs.

7. Consistency and Standardization

With Quini Somm, all staff across a resort’s various restaurants for example receive the same high-quality training, ensuring consistent service across the board. This standardization is crucial in maintaining a high level of service, particularly in establishments with frequent staff turnover.

8. Immediate Impact on Service Quality

One of the most significant advantages of Quini Somm is its immediacy. New staff can begin recommending wines confidently from their first day on the job. This rapid empowerment not only enhances the customer experience but also boosts staff morale and confidence.

9. Streamlined Management

Managers save time and effort with Quini Somm’s streamlined approach. Instead of spending hours designing programs and training new staff, managers can focus on other critical aspects of restaurant operations. The app provides a centralized platform for managing wine knowledge, making it easier to update and share information as needed.

Embrace the Future of Wine Service

Quini Somm is revolutionizing wine training in the hospitality industry. By providing instant, hands-on access to comprehensive wine knowledge, it transforms new staff into wine heroes in just 48 hours. This innovative approach not only improves customer satisfaction and increases sales but also saves time and reduces costs for managers. As automation becomes increasingly integral to efficient restaurant operations, Quini Somm stands at the forefront, offering a faster, better way to empower your staff and elevate your wine service.

Don’t let traditional training methods hold your business back. Embrace Quini Somm today and watch your staff transform into knowledgeable, confident wine servers, ready to delight customers and drive your business to new heights. With features like food pairing recommendations, instant search by wine style, and quick access to wine details by name, varietal, region, or origin, Quini Somm is the ultimate tool for modernizing your wine service and ensuring your team can deliver exceptional experiences every time. No third party or complex software integrations either. Simply focused on wine knowledge, this wine sales beast is ready to go right out of the box.

The ability to seamlessly upsell wine is not just a skill but an essential component of delivering exceptional service. With QUINI SOMM, this art of upselling transcends traditional boundaries, empowering restaurant staff to effortlessly elevate the dining experience from day one on the job. Even amidst concerns of staff churn in the industry, QUINI SOMM stands out as a game-changer, delivering significant return on investment by enabling even new staff to master the art of upselling wines.

Mastering Effortless Upselling with QUINI SOMM:

Accessible Knowledge Base: Using handy technology, staff gain instant access to a wealth of knowledge about each wine on the list. Detailed tasting notes of their wines, curated by experienced sommeliers, provide insights into flavor profiles, aromas, and ideal pairings. New staff members can leverage this accessible knowledge base to confidently recommend wines to patrons, regardless of their experience level.

Dynamic Wine Lists: QUINI SOMM’s dynamic wine lists enable managers and sommeliers to strategically position wines based on various factors of their choice. This real-time adjustment ensures that staff are always directed towards recommending wines that improve service and maximize revenue potential, without additional effort.

Seamless Integration: Integrating QUINI SOMM into the upselling process requires minimal effort from staff. The intuitive interface allows even new hires to navigate through wine lists effortlessly, making informed recommendations based on patrons’ preferences and meal selections.

Enhanced Training Efficiency: Training new staff members on wine knowledge and upselling techniques can be time-consuming. However, with QUINI SOMM, the learning curve and, importantly, timeline, is significantly reduced. New hires can quickly familiarize themselves with the platform, enabling them to effectively upsell wines from their first day on the job.

Quick Deployment: QUINI SOMM can be put to work in one day, accelerating a restaurant’s path to increased wine sales. A turnkey solution that supports the manager or sommelier’s goals virtually without demanding any of their time. Staff training on the effective use of the platform, delivered by Quini, further amplifies results.

Actionables for Implementation:

• Incorporate QUINI SOMM into the onboarding process for new staff members, providing hands-on training and guidance on utilizing the platform effectively.
• Encourage ongoing engagement with QUINI SOMM’s resources, fostering a culture of continuous learning and improvement among staff members.
• Monitor the performance of new staff members in upselling wine, providing feedback and support to ensure their success in leveraging QUINI SOMM to its fullest potential.
• Highlight the role of QUINI SOMM in maximizing return on investment by empowering staff members to excel in wine sales from day one on the job.

With QUINI SOMM as a cornerstone of their training and development strategy, restaurants can equip new staff members with the tools and knowledge they need to excel in upselling wine, driving revenue growth and enhancing the overall dining experience.