Marketing to Millenials?

As a preface to my post on improving wine marketing, I wanted to express my skepticism of the Wine Market Council's (WMC) claim that millenials are consuming more wine. WMC is the industry group whose goal is to increase the responsible consumption and acceptance of wine (Much like the Milk advisory board who created the "Got Milk?" campaign - one of the most recognized and oft-imitated campaigns in history (sadly, WMC campaigns have not been nearly so successful)). I have been critical of the WMC's work before and I am baffled as to how their current campaign can possibly be linked to increased acceptance of wine among millenials.

Take, for example, a recent study by Wine Vision that they (Wine Vision) say validates the increased consumption among millenials. Okay, fine, but keep reading. See where the wine-consuming millenials describe wine as "elitist" "dull" "snooty", etc. "Hip" was the lowest-ranking descriptor!!! Are these the consumers that will be doubled US per capita wine consumption?!? (which would just barely get us equal to the UK and Australia!!!). It almost seems that they are drinking wine in spite of its image and in spite of the industry-supportive advertising (which they may well be - marketing to GenX and Millenials can often work backwards).

If we do indeed have the current attention of the millenials (and I remain unconvinced that its not just a temporary 'blip') then they above attitudes reinforce my belief that we need to change they way wine is perceived (particularly under $10) before we lose the attention of this huge demographic.

Check out the Sofia Mini website and the [yellow tail] website to see how these brands are succesfully pulling in this key demographic ([yt] even has a blog). [yt] and Sofia Mini are advertising in magazines in the millenial demographic. The WMC campagin is in Better Homes & Gardens, Sunset and Wine Spectator. Compare the approaches and I think its clear the WMC is missing the Millenial boat....