In this guest post, Dr Brian Mitchell and Evan Mitchell, directors of wine PR firm Love & Wine, take a look at how to get the Millennials to drink more vino and regale what they learned from the process…
History’s most aspirational generation abandoned history’s only aspirational beverage.
Wine, the craft beverage par excellence, had surrendered this marketing mindspace to “craft” beers and ciders.
An obvious loss to the wine industry, but a loss as well to Gen Y itself, and to wider society. International studies bore out the local findings from the Centre For Alcohol Policy Research (CAPR) painted an even darker picture of “wine cultures” in Europe seeing spikes in drunken antisocial behaviour, as their youth swung to lagers and alcopops.
Previous attempts to create Gen Y wine brands had been driven by superficial and naff novelty, or by clumsy co-opting of Gen Y slang. These approaches failed to nail the sense of authenticity Gen Y demands from their lifestyle brands.
Engagement could only come by building the brand on the defining characteristics of the Gen Y mindset.
So Australian Vintage Limited approached Love & Wine. And the YOU wine brand was created.
The Gen Y worldview is in the brand’s DNA:
- The lifestyle priority of image and identity
- Celebritisation and fame-fascination
- Abandonment of authority for peer influence
- Relationship dominance in social currency
- Technological saturation – tech as both means and end
Each wine variety in the range declares its own personality, ideal for Gen Y who describe so many things in terms of individual personalities and relationship compatibilities.
The brand’s interactive website quiz ( www.youwines.com.au ) forges an immediate consumer/wine personality alignment.
Rejection of traditional tasting notes replaces a strong intimidation/alienation factor with a new wine vernacular, easy and immediately accessible.
A digital campaign focuses on the discover/share factor, backed up by event partnerships with on-trend brands (Oscar Wylee, Hew Clothing, Radlivin’ festival), harnessing the message-dissemination of generational influencers.
Gen Y now has its own wine brand and it’s the the fastest-growing wine brand in Australia on Instagram.
RMIT Online has partnered with Adobe and Merkle to create a course to accelerate careers with graphic design principles, capabilities, and industry-leading tools within a flexible, digital delivery environment. The online arm of RMIT University is launching the course in response to the growing demand for design skills in many unrelated areas and professions. In […]
SBS has launched the Australian Census Explorer, a new tool designed to allow advertisers to explore and compare census data from 2021 all the way back to 2011. “SBS is proud to launch the SBS Australian Census Explorer, a powerful tool for anyone looking to get a clear picture of multicultural Australia in 2021-22,” said […]
As part of ongoing NAIDOC week events and celebrations of First Nations culture, TikTok has announced its NAIDOC Week Hub as well as a live stream event. As part of the social media company’s commitment to recognising and elevating First Nations voices, TikTok has worked with Two Point Co, a 100% Aboriginal and Torres Strait […]
In this opinion piece, Elyse Foley (pictured), group business director at Initiative, talks about some personal experience relating to outdated advice in the industry and how everyone could go about implementing changes. We all recall the shockwaves caused by the now infamous Grace Tame photo taken with Scott Morrison earlier this year. Her ‘sin’ was […]
The Premium Content Alliance (PCA) has announced the appointment of Claire Williams to the role of head of marketing. The Alliance was formed in 2020 to promote the efficacy of advertising in premium content-led channels. It does this through three market-facing brands, ThinkTV, ThinkNewsBrands and ThinkPremiumDigital. The founding stakeholders of the Alliance are Foxtel, Foxtel […]
Panel reveals Australia's booming creator economy. Arguably offset by our less booming clean energy economy.
Australia’s fastest growing independent OOH media provider, Alliance Outdoor Media Group, are crossing the Tasman, expanding their reach, and welcoming their first international member, LUMO Digital Outdoor, in a move set to expand into New Zealand. LUMO Digital Outdoor is New Zealand’s most innovative digital out-of-home provider. They have a consistent track record of delivering […]
Market leading Australian content marketing platform Fabulate has named Marie Galinsky (pictured) to oversee its rapidly expanding national sales operation in the role of national sales director. Galinsky’s promotion will see her lead Fabulate’s growing sales team and comes just six months after she joined the content marketing startup to lead its Melbourne sales operation. […]
A new partnership between adidas and Indigenous Football Australia, which oversees the strategy and expansion of Australia’s most successful and longest-running Indigenous football initiative, John Moriarty Football, will ensure more Indigenous children in remote and regional communities benefit from the power of football. The partnership will see adidas and Indigenous Football Australia (IFA) work together […]
Start Beyond, Australia’s leading producer and distributor of VR and AR immersive learning solutions, today announces the internal promotion of Angus Stevens (pictured) to CEO. Stevens, who joined the business in 2016 as one of the founding members, is moving on from his current position of managing director effective immediately. In his new role, Stevens […]