Millennials are the latest generation of wine consumers who are reaching their mid-20s and discovering the world of drinks. They have been praised for their confidence and tolerance and admired for the ease with which they embrace digital and social technology.
There is no doubt that this generation is important for the future of our industry. When Millennials do buy wine, they tend to spend more per bottle than other age groups[1]. So how do you capture their attention?
Millennials are looking for new and exciting ways to enjoy wine. Aesthetics, social interaction and recommendations from their network are important, whereas traditional wine cues have less influence.
One brand that appeals to this 25-35 age bracket is Australia’s favourite red wine, Pepperjack.
For many of us there is nothing better than having a fantastic glass of red wine with friends. Add a great piece of perfectly cooked piece of steak and...well...life is good! This is why Pepperjack anchors itself as being the authority in all things steak and red wine.
This platform perfectly lends itself to millennials who we know dine out often and are also drinking better wines at an earlier age than generations prior. Pepperjack is all about demystifying wine and making it approachable and enjoyable for a younger audience. Above all, it’s a cracking good red!
Our connection with Adam North from Hopkins River Beef (a millennial himself) gives Pepperjack the credibility to be that authority on steak. Coupled with strategic sponsorships such as the Melbourne BBQ Festival and highly engaging social media activities such as ‘The Steak Diaries’ – trialling 30 steaks in 30 days - has provided Pepperjack even greater engagement with the 25-35 year old segments.
Importantly, Pepperjack is a proud member of DrinkWise and ensures its engagement with all consumers promotes responsible consumption.
[1] Source: ViniTrack Wine Intelligence, 2014.
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