For many years, wine was branded for, and consumed by, the higher echelon of the American population. People flaunted the brands that they drank. A vineyard’s reputation was as important as consumer’s enjoyment of the actual wine fillings his or her glass. However, a new rogue group is breaking out of this trend consisting of a younger wine consumer for value driven wines that didn’t compromise quality for price. They didn’t want to be limited to “Two Buck Chuck”. They wanted an options..
Thus we find ourselves in a very different wine industry, one that has become split. Wine makers must still brand and create wines for the “traditional” wine drinker, but now they have to also provide fun and innovative wine and products for the “new generation” of wine drinker.
The “new” wine drinker wants to have fun when they drink. They go camping with wine (a previously beer-heavy activity), they BBQ while drinking wine, and even go swimming with wine. But all of this created new needs for the market: good inexpensive wine and products that enhance the wine experience.
Vineyard & Winery Management Magazine recently featured an article on this new generation. In their new addition called, “The Pouch Revolution”, they say that wine drinkers aren’t even limiting their bottles. In the article they explain about how new wine drinkers are actually going after bagged wine. They go with bagged wines because they are cheaper, and the pouches allow for more print space to brand their wine. Essentially the “new” wine drinker is not about the wine itself all the time, but also the wine’s branding, visual appeal, value, and sometimes portability.
Fun loving wine drinkers are expecting more and more out their wine and their wine experience. With new branding, and fun gadgets and products, wine drinkers are sure to fine something that will make their next wine the most enjoyable one yet!