Australian Vintage's 'YOU Wine' Brand Appeals to Generation Y
Laura McQuarrie — August 7, 2015 — Marketing
References: afr & moneymorning.au
Australian Vintage recently came up with a new brand of vino, YOU Wines, specifically to target Millennials and Generation Y.
In collaboration with wine experts and psychologists who are familiar with this digital generation, Australian Vintage hopes to make wine appealing for those of legal drinking age. The new brand was developed by the winery in response to a statistic that revealed of the drinkers between the ages of 21 and 29, less than 30 percent opt for wine.
The bold 'YOU' bottles speak to the Millennial desire for fun experiences, self-expression and alcohol as part of a shared, social activity. This is emphasized with words like "friends" "generous" and "feel good" that are printed on the bottle. To top it all off, the red and white wines are both available for an affordable price of about $12.
In collaboration with wine experts and psychologists who are familiar with this digital generation, Australian Vintage hopes to make wine appealing for those of legal drinking age. The new brand was developed by the winery in response to a statistic that revealed of the drinkers between the ages of 21 and 29, less than 30 percent opt for wine.
The bold 'YOU' bottles speak to the Millennial desire for fun experiences, self-expression and alcohol as part of a shared, social activity. This is emphasized with words like "friends" "generous" and "feel good" that are printed on the bottle. To top it all off, the red and white wines are both available for an affordable price of about $12.
Trend Themes
1. Millennial Wine Preferences - Exploring and catering to the unique tastes and preferences of Millennials in the wine industry can unlock new market opportunities.
2. Psychology-driven Marketing - Utilizing insights from psychologists to understand the motivations and values of target consumers can lead to effective marketing strategies and product designs.
3. Affordable Wine Options - Providing high-quality wines at affordable price points can attract younger consumers and create disruption in the established wine market.
Industry Implications
1. Wine Industry - Incorporating innovative approaches to target Millennials can drive growth and create new consumer segments within the wine industry.
2. Marketing and Advertising - Developing marketing strategies that align with the preferences and values of Millennials can help businesses effectively engage with this demographic.
3. Hospitality and Entertainment - Leveraging the Millennial desire for fun experiences and social activities presents opportunities to enhance hospitality and entertainment offerings, such as wine-centric events and venues.
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