Ad Age recently posted an article on wine sales focusing toward the younger crowd (the "Millennials"), or those born between 1980 and 2000. According to Nielsen polls, wine consumers are getting younger and younger, and some companies are trying to get in on the ground floor.
7-11 is one, and it's marketing a new wine after the company "convened a focus group of millennials" in order to develop its very own brand. They plan to market it just like any other inexpensive, easily accessible drink on the racks (right by Red Bull and Bud Light). It'll run about $7.99 and, and the brand will be named Cherrywood Cellars. (Mmm, cellars!)
Wineries are jumping on the bandwagon too, like Treasury Wine Estates in Napa, where a team of of 20- and 30-somethings is planning the national launch early next year of Sledgehammer, targeting the male millennial market. If the name doesn't get you, the description will:
Marketed as a "no-fuss" wine, the brand "eschews really traditional wine speak" like "this smells of cherries and berries and that type of thing."
Cherries and berries! We'll see just how popular wine will become with 20-something males in 7-11's everywhere. For now, I'm sticking to my personal favorite $7.99 brand - tried, tested, and award-winning Yellow Tail. Vastly superior (in my opinion thus far) to anything you can pick up in a convenience store cooler....