Wine needs to learn the language of Millennials

11 December, 2015

Targeting Millennials and speaking their language is an essential, long overdue strategy for the wine industry, according to a senior drinks analyst at Wine Vision 2015.

Wine is increasingly being left behind most other major segments of the alcohol inudstry in terms of dynamism and must catch up, Euromonitor International’s Spiros Malandrakis told an audience of wine professionals in Bilbao yesterday.

“Wine cannot rest on its laurels and needs to catch up both in terms of innovation and positioning as well as communicating its message to the ever illusive millennial generation,” he said.

“Beer is now firing on all cylinders on the back of the craft segment’s momentum and innovation pushing segments like flavoured lagers. Spirits are also witnessing a relative resurgence as a shift from white spirits and vodka towards brown spirits and micro offerings are providing dynamism there too.”

Malandrakis said of the latest orange wine trend in UK: “Do you think it’s because people like the taste more? No, it is because people are trying to find the next big thing and experiment.”

He said wine must work on its transition from the stories about grapes to a great story in a way that is not mystifying and speaks to the consumers.

Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.


Tess Posthumus

Staffing crisis could open opportunities

The pandemic has thrown many challenges at bar owners over the past couple of years and the ones that survived the various lockdowns and restrictions deserve a pat on the back. However, while revenues are returning and bars are beginning to recruit once more, we’ve come up against a whole new set of problems, one of which is a global starring crisis.