The Beefsteak Club Asado Edition is Millennial-Targeted
Michael Hemsworth — November 3, 2020 — Marketing
References: thebeefsteakwineclub & conveniencestore
The Beefsteak Club Asado Edition Cabernet Sauvignon is a new offering from the brand that's focused on delivering exceptional flavor and quality at an accessible price point. The wine features an eye-catching black label and will be a part of the multi-regional range to offer consumers a way to enjoy a robust lineup of wines that allow them to travel to new locations with every sip. The wine is priced at £8.99 a bottle and is targeted towards the convenience store sector, which will be disseminated to consumers via a social media campaign and promotion with BBQ influencers.
Marketing Manager Susannah Taylor spoke on the new Beefsteak Club Asado Edition Cabernet Sauvignon saying, "We are delighted to introduce a Cabernet Sauvignon to the Beefsteak Club. There was a definite gap in the range and we have been trying for a long time to source the right expression of the grape – characteristic yet approachable and appealing to the millennial generation. Chile, like Argentina, is famous for its beef. The rich ‘Asado Edition’ Cabernet goes perfectly with the grilled meats and hearty steaks associated with South America. With notes of fig and blackcurrant, it is typical of the opulent Chilean style and it is sure to be a popular addition.”
Marketing Manager Susannah Taylor spoke on the new Beefsteak Club Asado Edition Cabernet Sauvignon saying, "We are delighted to introduce a Cabernet Sauvignon to the Beefsteak Club. There was a definite gap in the range and we have been trying for a long time to source the right expression of the grape – characteristic yet approachable and appealing to the millennial generation. Chile, like Argentina, is famous for its beef. The rich ‘Asado Edition’ Cabernet goes perfectly with the grilled meats and hearty steaks associated with South America. With notes of fig and blackcurrant, it is typical of the opulent Chilean style and it is sure to be a popular addition.”
Trend Themes
1. Millennial-targeted Wines - Creating high-quality wines specifically designed to appeal to the millennial generation presents disruptive innovation opportunities in the wine industry.
2. Multi-regional Wine Ranges - Developing wine ranges that offer consumers the chance to experience different locations with each sip opens up disruptive innovation possibilities in the wine industry.
3. Influencer Marketing for Wine Promotion - Leveraging social media campaigns and partnerships with BBQ influencers to promote wines presents disruptive innovation opportunities in the marketing and beverage industries.
Industry Implications
1. Wine Industry - Accessible high-quality wines that target specific demographics create disruptive innovation opportunities in the wine industry.
2. Convenience Store Sector - Introducing affordable, high-quality wines to the convenience store sector opens up disruptive innovation possibilities in the retail industry.
3. Marketing Industry - Using influencer marketing and social media campaigns to promote wines presents disruptive innovation opportunities in the marketing industry.
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