Marketing Wine to Gen Y: The "Gen" Stands for Genuine
In the Santa Rosa Press Democrat today, an article about marketing wine to Gen Y , or the Millenials: Wine marketers hoping to get their message across to mobile, fickle 20-somethings have their work cut out for them. While research shows these young people are embracing wine earlier and at a greater rate then either Baby Boomers or Gen Xers, these so-called Gen Yers or Millennials — broadly speaking those born between the late 1970s and late 1990s — are proving impervious to traditional marketing and advertising methods. “You need to be authentic with this generation,” 29-year-old journalist Nadira Hira told hundreds of wine executives gathered in Santa Rosa Tuesday. “This generation craves sincerity. We've been lied to … We don't believe you.” Hira was a keynote speaker at the second annual Direct To Consumer Symposium held at the Hyatt Vineyard Creek Hotel. She is a reporter for Fortune magazine who focuses on Generation Y and how its embrace of technology and social n...