Marketing to Millennials

Fundamental Aspects Of marketing to millennials

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.

Why do you go to a winery website? - I think most Millennials don't associate wineries with websites. So if I'm drinking a wine and see a URL, or see that a winery is following me on Twitter, I may go check it out. But I have to be looking for it specifically.

What do you look for in a winery website design? - Good design and information that is easy to access. And DON'T use the same design you've had for the last 20 years! Look at your web design kind of like a hair cut - you might be really comfortable with the same hair cut you've been getting for the last 20 years, but by now you are looking PRETTY dated with that 'do. Update it! And just like a haircut, take a look at current magazines and pick out what you really like that is going on RIGHT NOW and incorporate those elements into your design - It will work wonders. PS: We don't mind scrolling down to read the whole page so don't kill yourself trying to fit everything in one screen with no scrollbar.

Do you prefer Flash websites? (I'm asking this because many wineries feel Millennials are attracted to websites with all the bells & whistles.) - You have to understand, I (and Millennials in general) are on the Internet ALL THE TIME. We just want to be able to access the information we're looking for quickly and easily. So if the Flash is well done and I can still get to the information, then it's fine. But if it's over-stylized or unprofessional then I won't be going back. So really, whether a site has Flash or not makes no difference to me (we really don't need the all the bells and whistles) - it's all in how well put together it is and how much it excites me about the wine.