agency to introduce fresh concepts that bridge the gap between wine and young adults. For example, a winery could post tips for the best sauvignon blanc picnic pairing on social media. Promotions could range from selling a winery- branded portable wine chiller to a complimentary pair of white chocolates to enjoy with the wine. Chai, who is a part of Gen Z, also advocates for creating social spaces to enjoy wine. She is a member of the wine club for Pali Wine Co., a Lompoc-based winery that has established lounges in Santa Barbara, Los Angeles, Anaheim and Hillcrest. “A person who lives in one of these cities can go to their local downtown wine lounge. This is a great setting for happy hour, bar bites and games with friends or family. I like to sample and learn about wine through flights or a single glass,” says Chai. Addressing wellness and ‘theater’ The health-oriented movement against alcohol consumption is a concern for all sectors of the alcoholic beverage industry. The phenomenon has different causes. The baby boomer generation is aging out of high-wine consumption and alcohol consumption overall. Millennials and Gen Z consumers are concerned about their mental and physical wellness. Consumers of all ages are also taking part in stints of abstention, from new trends like detox diets and “Dry January” to holidays like Lent. Responses include selling wine in smaller than standard containers, like 375 ml, dealcoholizing wines to make them low- alcohol or no-alcohol, and offering wines to celebrate dates to mark the close of abstention periods, such as Easter Sunday.
Ben Varquez, managing director of Youth Marketing, based in Washington, D.C. [Photo courtesy Ben Varquez]
“That is not a good feeling. They also want to avoid overindulging or ‘waste’ by buying something they don’t like,” says Varquez. One solution is smaller containers like pouches and cans. Another is easier-to-open containers like screw top bottles, which do not require specialized equipment like a corkscrew. “Younger audiences appreciate peer recommendations online, from social influencers and younger writers. They want to be able to learn about wine without feeling like they made a mistake,” says Varquez. Wineries can benefit by tying their beverages more closely to home cooking, prepared foods and restaurant visits. Food is one of the most popular topics in every form of social media, from online forums to TikTok video clips. Content that features wine as an element to elevate dining is likely to be a conversation topic. The featured dish can be anything from a small bite such as a birria taco to a centerpiece like a quiche for Easter brunch. Celine Chai is the co-founder and CEO of NinetyEight, a Los Angeles-based marketing agency that creates collaborative relationships between brands and Gen Z. She encourages wineries to feature wines that consumers have already seen online, at work and at personal social gatherings. A winery can accomplish this by taking consumer feedback into consideration, asking in-person guests about what wines they have seen before or collect data through social media. The next step is for a winery to work with a marketing
March 2024
NorthBaybiz 29
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