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Interview with Leah Hennessy-Millennial, Owner of ‘Millennier Wine Sales’ and author of the blog ‘The Millennier: Wine + Millennials’. During our meeting we discussed what she likes and dislikes in a winery website, ways to attract Millennials to buy your wine and join your wine club. What I love most about Leah is her advice is easy to follow and actionable!
What do you consider to be the Millennial age range? – You can go to a dozen different places and get a dozen different age ranges. Personally, I consider anyone born after 1978 to be a Millennial. But more important then age, what truly makes a Millennial are the shared experiences of a generation that have shaped us all in a similar way.
Why are Millennials buying wine? – Many of us have graduated from college and identify drinking wine as a symbol of our new mature, independent status and lifestyle. We’re basically like everyone else – we are looking for wines to celebrate special occasions, to share with friends and to drink with dinner. Read more…
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Saturday morning I attended a grape vine “head pruning” demonstration sponsored by the Independent Grape Growers of Paso Robles Association (the IGGPRA). Head pruning is a technique of growing a wine grape vine as a kind of small bush instead of on a trellis as a “vine.” The demonstration was done by Richard Sauret. Those of you who love Zinfandel wine, know about Mr. Sauret, the legendary Paso Robles Zinfandel viniculturist. He has been growing grapes for 52 years, and his grapes are used in the world’s top ranked Zins.
I don’t think you can find a more down to earth and patient man in the wine industry. He still does all his own pruning, not because he has to, but because it is something he loves to do. Even those of us who “think” we know something about pruning will take the time to listen to what he has to say. He is master of the art, and is very generous with his advice and help. He is the polar opposite of a “wine snob.” I think he is very indicative of the kind of men and women in the Paso Robles wine industry who came out Saturday to listen to Mr. Sauret as well as enjoy the company of fellow vineyard workers (no one really owns a vineyard, its the other way around). This is hard work and it is down to the ground and dirty. It’s not glamorous, you do it because you love it. Read more…
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The US wine industry is growing due to the increasing popularity of wine with the American Consumer. Unique marketing methods, especially from the Australian wine industry, have brought more exposure to wine in general. With all of the wine makers out there in the market today, how does a winery stand out and get more exposure to their wines, especially with the current economic conditions?
1) Focus on more exposure in your local market.
Many wineries are completely unknown to their local market. Many of them are tucked away on a side street or in a corner of some shopping mall and very inconspicuous. These wineries hide many great finds just waiting to be discovered. The problem isn’t in the wine itself, but in the marketing. One thing that wineries can do is to participate in their growers association (there is at least one in almost every state), and encourage more varied marketing methods, such as online marketing. A winery can get a good amount of online local exposure. Strategic and exclusive partnerships with popular local online sites that are also serving your target market is a good beginning to getting more local exposure. Read more…