Millennials enjoy TikTok, Instagram, Emojis and wine. It is interesting to know that the wine industry is bordering on $62 billion, and it is even more interesting to note that about 42 percent of these sales are coming from millennials. Many believe that the interest that millennials now have is removing some of the snobbishness out of wine. These days, you can find crates of pink canned wine beside aged red and white wines. Some see these as a step down from the dignity that wine once embodied.
Millennial Wine Culture
So that we are on the same page, let us define this generation. Millennials are people born between 1977 and 1994. About 79 million citizens of the United States fall within this category. They were preceded by the baby boomers, the generation of individuals who were born between 1946 and 1964. There are approximately 75 million baby boomers living in America.
Millennials grew up in a wine age that was different from what baby boomers experienced. Before the time of millennials, wine was a luxury. They came about after the Robert Mondavi-driven California wine revolution of the 1970s and 1980s. Millennials grew up seeing the shelves of grocery stores loaded with imported French wine. Wine was simply a part of everyday life as opposed to being a highly luxurious experience.
Familiarity Removes Snobbishness
Since millennials grew up with a perception of wine being a part of everyday life and experiences, they do not hold the snobbish view of the product as generations before. They took this with them as they grew up and their buying trends reveal their views. It has been reported that 42 percent of millennials have purchased bag-in-box wine in 2016. Additionally, around 14 percent of millennials have consumed wine from a can, almost two times as much as other generations.
Changes Sparked by Millennials
Millennials are considered by other generations to be excessively adventurous and rebellious. This again is seen in their purchasing trends and what marketers must do to engage millennials. Here are some of the packaging changes that have come about due to the interests of millennials:
Wine in cans. Thesehave been made to support the adventurous nature of the vibrant millennial.
Wine in a purse. Volere Couture collection has launched a series of varietals in handbag-shaped boxes that can hold the equivalent of three bottles each.
Wine in stackable glasses. These have been promoted as shatterproof containers to appeal to the adventurous or clumsy customer.
Wine from tap in bars. The patterns of millennials have even impacted the distribution of wine. Well-known varietals are now being distributed in kegs so that restaurants and bars can serve wine from a tap. There is no doubt that millennials have impacted the wine industry. From their perception of its value to the influence they have had on its packaging, they have removed much of the snobbishness that previously existed in the wine industry.