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.

Stay in the loop—subscribe to our newsletter to get notified when this insightful analysis is published!

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 

In today’s competitive wine industry, staying ahead of the curve requires more than just a refined palate; it demands data-driven decision-making, consumer insight, and real-time analytics. Enter Quini Agencies, the latest addition to quiniwine.com‘s suite of solutions, tailored exclusively for wine marketing and research agencies. Quini Agencies empowers wine marketing and research professionals to unlock the true potential of consumer sensory data, enhance their research capabilities, and deliver unparalleled value to their clients.

Quini Agencies: Redefining Wine Marketing and Research

Quini has long been a trusted name in the world of wine, known for its groundbreaking consumer sensory data collection application, deep analytics platform and wine tasting events software. Now, with Quini Agencies, we take wine marketing and research to a whole new level by offering a comprehensive data and analytics solution.

The Power to Collect and Analyze Data

At the heart of Quini Agencies is the power to collect and analyze data efficiently for your client projects. Quini’s user-friendly tools enable wine marketing and research agencies to begin data collection and analysis with ease. Our platform empowers you to dive deep into consumer preferences, optimize product offerings, and fine-tune marketing strategies. It’s all about equipping you with the tools you need to excel in your projects.

Real-Time Analytics for Immediate Impact

Quini Agencies doesn’t stop at data collection; it puts real-time analytics at your fingertips. With our intuitive platform, wine marketing and research agencies can visualize data and demonstrate results in ways that were previously unimaginable. Dozens of charts and hundreds of data parsing options allow you to answer your clients’ most pressing business, target market, and product questions quickly and effectively.

Compounded Data for Exponential Insight

What sets Quini Agencies apart is its ability to compound data with each new collection. As you gather more data over time, the depth and value of consumer and market insight grow exponentially. This means that your ability to deliver actionable recommendations to your clients continually improves, setting you apart as a trusted advisor in the wine industry.

Flexible Pricing Tiers

We understand that every agency is unique, which is why we offer three accessible pricing tiers to suit different needs. Whether you’re a small, medium, or large firm, Quini Agencies has a plan that fits your budget. Billed annually, our pricing tiers are as follows:

• Small: $249/month
• Medium: $490/month
• Large: $790/month

Training and Ongoing Support

Transitioning to Quini Agencies is seamless, as we provide comprehensive training as part of the solution. Additionally, you can count on us for ongoing technical support via email or telephone, ensuring that you get the most out of our platform.

Schedule a Demonstration

If you’re ready to revolutionize your wine marketing and research capabilities, don’t hesitate to contact us at sales@quiniwine.com to schedule a demonstration of our fully integrated system. See firsthand how Quini Agencies can help you maximize sales, profitability, and business success while reducing risk for your clients in the dynamic world of wine.

Conclusion

Quini Agencies is not just a tool; it’s a game-changer for wine marketing and research agencies. With the power to efficiently collect and analyze data for your client projects, complemented by access to Quini’s unparalleled sensory data, real-time analytics, and compounding insight, you’ll be equipped to re-invent wine research services and lead the way in the wine industry. Choose Quini Agencies and elevate your agency’s capabilities to new heights. Visit our Agencies page for more information and take the first step toward a future of data-driven success.

As the wine industry continues to evolve, understanding consumer preferences becomes paramount for winemakers and distributors. Recently, Quini released data that shed light on an interesting trend: consumers overall have a preference for sweeter Rose wines. This finding challenges the notion that mostly those new to the wine journey prefer sweeter products. It also highlights the importance of catering to diverse palates. In this article, we will delve into the data, exploring consumer preferences for sweetness in Rose wines across different age groups and levels of wine experience. Let’s uncover some fascinating insight and their implications for the wine industry.

CONCLUSION

The data from Quini’s analysis has unveiled strong evidence for consumer preference for sweeter Rose wines. Across various age groups and levels of wine experience, the wines that captured sweeter impressions in consumer Quini wine tastings, consistently got higher ratings from participants. Conversely, Rose wines that garnered a lower impression of sweetness, made up the majority of the products that were rated lower.

These findings emphasize the importance of catering to diverse palates and challenging traditional expectations within the wine industry. For winemakers, distributors and retailers, understanding and embracing this consumer preference can open new avenues for product development, marketing and sales strategies. Offering a range of Rose wines with varying sweetness levels can attract a broader customer base and enhance consumer satisfaction. By embracing this trend, wine professionals can also tap into evolving consumer preferences and foster a deeper connection with their target audience.

In a world where personal taste and preferences reign supreme, adapting to consumer demands becomes crucial for businesses to thrive. The sweeter side of Rose wines presents an exciting opportunity for winemakers to innovate, experiment, and deliver exceptional products that resonate with a wider range of wine enthusiasts. By embracing this data-backed insight, we can reshape the wine landscape and create a more encompassing and captivating experience for all.

FINDINGS

Overall

Amongst all consumers combined, the average sweetness impression score range for the top 5 rated Rose wines on Quini was 55.60/100 to 80.85/100. The average sweetness impression range for the bottom 3 rated Rose wines on Quini was 38.49/100 to 43.16/100.

Exploring Age Groups: Millennials vs. Boomers/Gen X

The top 3 millennial consumer rated wines generated a Sweetness impression range from 59.36 to 68.43. The bottom 3 wines however got an impression score range of 37.19 to 51.55.

Further emphasizing the findings, Boomers and Gen Xers, typically associated with having somewhat more experience than younger drinkers, gave the top 3 rated Rose a score of 53.79 to 58.77 for Sweetness. The bottom 3 wines received a 41.36/100 low to 48.17/100 on the high end.

Wine Experience

Novice Drinkers:

The top 3 rated wines for self proclaimed ‘Novice’ wine drinkers on Quini scored 55.56/100 to 90.75/100 on the Sweetness scale. The bottom 5 rated wines got a Sweetness impression of 32.09/100 to 68.00/100.

Intermediate Experience Wine Drinkers:

The top 5 rated wines for intermediate wine drinkers on Quini got a Sweetness impression of 46.08/100 to 87.19/100. The bottom 5 rated wines garnered a Sweetness impression of 35.56/100 to 49.96/100.

SUMMARY

The data findings provide strong evidence that sweeter rose wines are preferred by consumers across different age groups and levels of wine experience. From millennials to boomers and gen x consumers, as well as novices to intermediate wine drinkers, the higher rated wines in the majority consistently received relatively higher sweetness impressions. By embracing this consumer-driven trend, winemakers and distributors can tap into new opportunities, enhance customer satisfaction, and shape the future of Rose wines in the market.

METHODOLOGY

Our analysis incorporated 45 Rose wines tasted and rated on Quini using the Quini wine tasting and rating app, from the middle of 2017 to June 2023. The majority of the 2450 reviews were captured during Quini guided consumer tastings held in North America, with most held in British Columbia, Canada. The number of individual consumer reviews for each wine range between 20 at a minimum and up to 145. Within the Quini app, consumers have the ability to indicate their perception of Sweetness of each wine tasted, going from Dry to Semi-Sweet or Sweet, on a hidden 100 point scale. We used the QUINI DATA™ analytics platform to filter and visualize the results.

To take a closer look at the data or for additional information, please contact us at info@quiniwine.com.