Targeting the latest generation of wine drinkers

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By Alan Kropf, Decanting

Tuesday, December 1, 2009

Alan Kropf photo

More than 800 Millennials attended the Washington State Wine Commission’s fourth annual “20something” wine-tasting event Nov. 21 in Seattle. The group, also referred to as Generation Y, represent a fast-growing segment of wine consumers.

What is a Millennial?

It’s a loosely-defined group of people born in the 1980s and early 1990s to baby boomer parents. Some also refer to this population segment as Generation Y.

Millennials continue to show an unprecedented interest in wine and other alcoholic beverages, and marketers are beginning to reward this interest with events specifically targeting this next generation of wine drinkers. The Washington Wine Commission’s fourth annual “20something” tasting Nov. 21 at Seattle’s Fremont Studios was sold out with more than 800 attendees.

The wines of 75 wineries were available to taste, along with other assorted beverages and small bites by local Seattle restaurants including Tom Douglas Restaurants, Picazo 7Seventeen and Wild Ginger.

“20something is designed to be a fun event for younger wine lovers, an opportunity to try new Washington wines and not be intimidated by the wine tasting process,” said Ryan Pennington, senior communications manager for the wine commission. “The larger goal is to show the Millennial generation that drinking wine isn’t just for their parents, but for younger people, too.” Millennials are not just a niche market, Pennington added.

“According to the Wine Market Council, Millennials already make up 21 percent of core wine consumers — people who enjoy wine at least three times per week. What’s more, another 20 million Millennials will reach drinking age in the next five years. If you want to sell wine, you have to pay attention to this demographic, and we think Washington has great appeal there.”

Here are a few of the wines that caught my attention at last month’s tasting:

8 Bit Vintners

2007 Player 1 Red Blend, Columbia Valley, $18

This red blend features a vintage video game theme that makes it one of the coolest bottles out there.

Cote Bonneville

2005 Carriage House Bordeaux Blend, Yakima Valley, $50

Cote Bonneville makes my favorite Washington wines, hands down.

Chateau Ste. Michelle

2007 Eroica Riesling, Columba Valley, $24

This off-dry Riesling is a collaboration with the Dr. Loosen estate in Germany and relatively easy to find in stores.

Red Diamond

2007 Cabernet Sauvignon, Washington state, $10

This is an outstanding value that is full of character. Very impressed as an everyday drinker.

Vin du Lac

2006 Red Café Syrah, Columbia Valley, $20

Vin du Lac represented as the lone Chelan winery at the event.

Alan Kropf is editor of Mutineer Magazine, a magazine and Web site (mutineer magazine.com) devoted to beverage writing and ideas. Kropf, a former Waterville resident, is a certified sommelier and holds the advanced Wine and Spirits Education Trust designation. He can be reached by e-mail at alan@mutineermagazine.com.

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2 years, 2 months ago

Just look at all those happy, outgoing, and effervescent young people networking under the influence. Wonder how many will eventually find their way onto MADD's list? Hopefully none, but possibly some, unfortunately. Until then maybe they should consider getting onto a transplant waiting list. Now there's a sobering thought.

2 years, 2 months ago

LOL! Hi David. Sorry to throw a little cold water on your parade. Carry on! :-P

Goldy 2 years, 2 months ago

I do see Mavulous's point. If this was hosted by a cigarette company, you bet people would get upset with reasoning it was done to get them interested in their product. Wine has been touted as the 'classy and dignified' way to consume alcohol. People are not generally looked at as alcoholics if they buy nice wine, instead they are viewed as 'worldly'. It's all in the marketing, and this was a great market scheme. On the other hand, young adults don't want to meet others at bars, nor at coffee shops all the time. Events like this gives them a way to meet others in their age group. Drink responsibly. And know when to call a cab.

joanne 2 years, 2 months ago

Didn't sound like preaching to me. MAV, you're almost always entertaining. David, what's up with you this morning? If you don't like it, don't READ it. Often people who have a problem are the first to become indignant about another's remarks.

anniebear 2 years, 2 months ago

Wow Joanne a bit persnickety today or what? Mav I think that you are just jealous that you are no longer young, vibrant, and a happy person in general and had to pick a hole in story where that showcased just that, young vibrant and happy adults who just so happened to be at a Wine Gala

joanne 2 years, 2 months ago

Goldy, best remark I've seen all day. anniebear, I think your age shows. I doubt very much that Mav is jealous, for you can be vibrant and happy without being young, as I hope you learn one day. As George Bernard Shaw said, "Youth is wasted on the young." But you can't realize it until you've passed it.

2 years, 2 months ago

Every trend goes too far and then it reverses and goes the other way. This is true of markets, relationships, and especially human behavior which is the driving force behind most all social activity on the face of this earth.
I take delight in the responses I read here because I admit that I am guilty of fishing. However, I use barbless hooks nowadays because I prefer catch and release and since I was given the opportunity to swim free after being caught, it is only appropriate that I return the favor. Goldy has it right about the packaging as well as the vice. All that's required to be socially acceptable is that we know the balance for ourselves which is as different and unique as our own individual chemistry--including what we had to eat that same day. Ah, but show me a man/woman who truly knows the balance and I'll show you the exception and not the rule. Every trend goes too far and this month you will readily observe and possibly feel exactly what I'm talking about. George Bernard Shaw was a dreamer, imo, as are most sons of alcoholic fathers. Dreams are good if you can live them. If you can't, then your life will be filled with disappointment. Youth is only wasted on the young if they fail to live long enough to read and appreciate their own history and learn from the mistakes that were made. For those of us who have been able to do that, life begins again in a much more meaningful way that only we can truly appreciate. I think Joanne and I both plan to live young and die old...with few regrets.

alex39 2 years, 2 months ago

Alan, Interesting article on a very interesting, to me, topic...wine, and who drinks it.

But I'd have appreciated more information on the participating wineries...a list of the 75? That's about a 12% representation of the state's wineries ,and even less than 1% of the Chelan AVA wineries opted to show their wares.

I'd have thought many more producers would have desired a presence in front of that audience.

Also, I'm curious, why is attendance limited? Is that a function of the space?

Alex

themutineer 2 years, 2 months ago

Wow, things sure got intense with these comments, huh?

-Alex39: The event sold out and filled the space. I was very impressed with the turnout. I was equally impressed with producer turnout. I'm not sure where you got your "less than 1%" stat regarding Chelan wineries. Are you saying that there are over 100 commercial Lake Chelan AVA wineries? I think not.

-Mavulous: Appreciate the comment.