The wine industry is steeped in tradition, but let’s be real—it’s time to shake things up. Younger demographics aren’t buying into the same old wine marketing tricks or outdated experiences. Want to grab their attention (and their dollars)? Then it’s time to think bold, fun, and modern.

You Don’t Have to Do It All—Start Small and Stay True to Your Brand

Attracting younger wine lovers doesn’t mean you need to overhaul everything or abandon your roots. Instead, consider making a few strategic shifts that align with your brand. Maybe your website keeps the traditional tasting notes, but you have fun with social media. Maybe your weekends are reserved for 21+ reservation-only tastings, but your weekdays are more relaxed and family-friendly. The key is finding what works for you and your audience. Now, let’s dive into some ideas.

1. Flex Your Wine Club Options

Your wine club isn’t working for everyone. Sure, your loyal members love their quarterly shipments, but new customers? They want options. Be the Spotify of wine clubs—not the CD collection nobody wants anymore.

• Budget-Friendly Clubs: Offer a $50/month option. It’s a low-risk way for younger customers to try your wines.
• Perks on Perks: Add experience-based benefits. Points that build toward private tastings, harvest parties, or even weekend stays at the vineyard.
• Mix-and-Match Models: Let members pick their wines, skip months, or even pause their membership without a hassle.
• Learn more wine club tips & tricks in our Wine Club Playbook.

2. Ready-to-Drink Beverages & Wine Cocktails Are Your New BFFs

RTDs (ready-to-drink cocktails and wines) are blowing up—and you need to get on board. Seriously, this category isn’t just sticking around; it’s thriving. Embrace it or risk getting left behind.

• Launch a Line: Try canned wines, wine spritzers, or wine-based cocktails. Think rosé lemonade or a spiked sangria in a can.
• Make It Fun: Market these as the perfect poolside, camping, or concert companion.
• Don’t Wait: Your competitors are already doing this. The window for being “ahead of the curve” is closing fast.
• Wine Cocktails: Stop thinking “rosé slushies only” (although who doesn’t love one on a hot day?). High-end wine cocktails featuring garden-fresh herbs, artisan syrups, and unexpected flavor profiles can elevate your brand.
• Host Mixology Nights: Offer cocktail-making classes with a sommelier or mixologist to show off your wine’s versatility.

3. Price for New Customers

Your $200 bottle of cabernet is incredible, but most people aren’t spending that on their first purchase. Meet new customers where they are—without cheapening your brand.

• Attainable Luxury: A $20–$30 price point for an entry-level wine can pull in younger buyers who might later splurge on your premium options.
• Tiered Pricing: Create entry-level tasting options that attract newer audiences while maintaining premium offerings.
• Take a Note From Designers: Just like Gucci has Bloom perfumes and Mercedes-Benz has the C-Class, you can create lower-tier products that maintain your brand’s prestige.
• Follow Industry Leaders: Take a cue from brands like Caymus, which offers lower-priced wines such as Bonanza and Conundrum, or Duckhorn’s Decoy line. These accessible options complement their signature, higher-priced wines and make their brands more approachable to a wider audience.

4. Reimagine the Tasting Room

Younger generations want experiences, not just wine. Make your tasting room the ultimate hangout spot.

• Kid-Friendly Hours: Dedicate certain times to family-focused events.
• Dog-Friendly Zones: Think patios with dog bowls, treats, and shade. Tail wagging = happy customers or even a dog park, like Keswick Vineyards offers.
• Ditch Exclusivity: Spontaneous visits are trending. Use technology to streamline reservations but allow walk-ins when possible.

5. Ditch the One-Size-Fits-All Marketing

Younger generations don’t just live in their inboxes. If email is your only way of connecting with them, you’re missing opportunities.

• YouTube Presence: Go beyond advertising and create your own YouTube channel. Share behind-the-scenes footage, wine tutorials, pairing tips, and vineyard stories to engage a wider audience.
• Reddit & Discord: Build communities on platforms like Reddit or Discord to foster genuine discussions and connect directly with wine enthusiasts. Have you searched your winery on these platforms?!
• Slide Into DMs: Use Instagram or Facebook Messenger to answer questions, solve problems, and drive sales.
• Community Building: Create private Facebook Groups or Instagram Channels for wine enthusiasts or club members to connect and learn from each other.
• TikTok Trends: Share quick, fun videos like wine pairing hacks, behind-the-scenes moments, and vineyard tours. Fun, raw content wins every time.

6. Fix Your Website (Seriously, Fix It)

When was the last time you tried shopping on your own site? If it feels clunky or outdated, it’s turning people away.

• Mobile-First Design: If your site isn’t fast and intuitive on a phone, you’re toast.
• One-Click Payments: Add options like Apple Pay, Google Pay, or even PayPal.
• Freshen It Up: If your site still looks like 2013, it’s time for an overhaul. Corksy’s tools can help modernize your e-commerce game.

7. Talk With Them, Not At Them

Nobody cares about your awards anymore (ok, maybe wholesalers but that's a different convo). Younger customers want to know how your wine fits into their lifestyle—not why you think it’s amazing.

• Fun Pairings: “This Merlot + pepperoni pizza + a Yellowstone binge = best. night. ever.”
• Lifestyle Inspiration: Position your wines as part of everyday moments, like Netflix nights or weekend brunches.
• Conversational Copy: Ditch the jargon and talk to your audience like a friend.

8. Make Social Media Grainier

Perfection is out. Authenticity is in. Ditch the over-staged vineyard photos and give your audience a peek behind the curtain.

• Real-Life Moments: Show your team at work, goofy outtakes, or casual shots of customers enjoying your wine.
• User-Generated Content: Repost your customers’ photos. Nothing’s more authentic than real people showing love for your brand.
• Keep It Short: Quick Reels, TikToks, and Stories perform better than lengthy posts.

9. Sustainability Speaks Volumes

Younger consumers care about sustainability—and they want brands that care, too.

• Eco-Friendly Packaging: Switch to recyclable or biodegradable materials.
• Sustainable Practices: Highlight efforts like organic farming, renewable energy use, or water conservation.
• Transparency Wins: Share your sustainability goals and progress.

10. Diversity Matters

Representation is key. Make sure your branding and marketing reflect the diverse world of wine drinkers.

• Inclusive Campaigns: Feature people of different ages, ethnicities, and lifestyles.
• Collaborate: Partner with diverse influencers and creators in the wine space.
• Celebrate Cultures: Host events that spotlight different traditions and perspectives.

11. Bring in Influencers

Word-of-mouth is still king—only now, it’s on social media.

• Work With Micro-Influencers: Smaller creators often have highly engaged followers who trust their recommendations.
• Host Events: Invite influencers to your vineyard for exclusive experiences they’ll share with their audience.
• Track Results: Focus on influencers who drive clicks and sales, not just likes.

12. Meet Them Where They Are—Literally

Don’t wait for customers to come to you; go to them. Younger wine lovers value convenience and love discovering brands in unexpected places.

• Farmer’s Markets: Set up shop and offer tastings to locals who might not visit your winery.
• Pop-Up Tasting Rooms: Set up temporary tasting experiences at events, festivals, or even trendy urban locations.
• Retail Partnerships: Collaborate with community or corporate events to bring your wines to a broader audience.

13. Advertise Where They Spend Time

Younger generations are glued to YouTube, social media, and streaming platforms. 

• YouTube Ads: Create engaging, short ads targeting lifestyle and food content.
• Sponsored Content: Partner with influencers to promote your wines in their videos.
• Geo-Targeted Ads: Use geo-targeted ads on Instagram and Facebook to reach potential customers near your winery or retail locations.
• See more tips on social media advertising for wineries here.

14. Host Unforgettable Events

Standard tastings are nice, but unique experiences are unforgettable.

• Murder Mystery Dinners: Pair wine with a thrilling, immersive story.
• Yoga & Wine: Host yoga classes followed by wine tastings.
• Seasonal Themes: Think pumpkin carving with wine or holiday cookie pairings.
• Games and Sports: Add activities like bocce, cornhole, or even pop-up mini-golf to your winery experience for an interactive and playful experience that creates a destination rather than a stop along the way.

15. Focus on Fun Pairings

Younger drinkers want more than just wine—they want an experience.

• Food Pairings: Suggest casual ideas like “Pinot Noir + burgers = magic.”
• Activity Pairings: “This rosé is made for backyard BBQs and summer playlists.”
• Playlist Pairings: Create Spotify playlists that match the vibe of your wines, adding an interactive twist.

16. Collaborate with Other Brands

Work with like-minded brands to expand your reach.

• Local Businesses: Partner with farms, bakeries, or restaurants to create cross-promotions.
• Lifestyle Brands: Collaborate with fashion or home goods brands for co-branded events or promotions.
• Cross-Industry Projects: Join forces with breweries or distilleries for fun, educational experiences.

17. Highlight Convenience

Younger audiences love easy, seamless experiences.

• Subscription Models: Offer auto-ship options for wine club members.
• Gift Sets: Create ready-to-gift bundles with wine and accessories.
• Effortless Booking: Use reservation tools that allow customers to book tastings or events in seconds.

18. Personalize Everything

Younger consumers expect marketing that feels tailored to them.

• CRM Tools: Leverage customer data to offer personalized recommendations or promotions.
• Dynamic Pop-Ups: Use website prompts that adapt based on a visitor’s behavior, like encouraging email sign-ups or offering discounts.
• Custom Notes: Include personalized messages with shipments to make customers feel special.

19. Get Creative with Packaging and Unboxing Experiences

Packaging isn’t just about protecting your wine—it’s part of your brand experience. Think about how many people love to share their unboxing moments on Instagram and TikTok. Your packaging can be the star of the show if you do it right.

• Branded Boxes: Your box should immediately tell your brand story. Use bold colors, your logo, and a tagline that sparks curiosity or excitement. Even a simple phrase like “Your next great moment starts here” can set the tone.
• Storytelling Inside and Out: Add messaging or imagery to the inside of the box. For example, include a thank-you note or a QR code that leads to a behind-the-scenes video of your winemaking process.
• Include Extras: Throw in small surprises like branded coasters, recipe cards, or even a handwritten note. These touches feel personal and memorable.
• Unboxing Experience: Make it easy and enjoyable to open. Use recyclable materials, tissue paper wraps, and elegant bottle holders. Think about every detail a customer might notice—from the sound of tearing the tape to the texture of the materials.
• Encourage Sharing: Add prompts like “Share your unboxing and tag us!” Include your branded hashtag to make it easy for customers to connect with you on social media.

20. Make It Easy to Share

Younger generations love sharing their finds online, and your winery can make it easier for them to showcase your brand to their friends and followers.

• Instagrammable Moments: Set up photo ops at your winery with scenic backdrops, unique décor, or fun props that make guests want to snap and share.
• Hashtags That Work: Encourage customers to use branded hashtags when posting about your wine. 
• Create a Facebook Community: Build an online space where customers can share photos, reviews, and experiences with your brand. It’s a great way to foster loyalty and organic promotion.
• Leverage Pinterest: Share pairing ideas, recipes, and wine lifestyle content that users can save and reshare.
• TikTok-Friendly Tips: Even if you can’t post directly on TikTok due to regulations, encourage users to share their winery experiences and tag your brand. Their content can introduce your wine to entirely new audiences.

Final Thought: Start Small, Stay True

Remember, you don’t and likely shouldn’t do everything on this list. Choose shifts that align with your brand and goals. Maybe you keep the traditional tasting notes but bring a playful tone to your social media. Maybe your weekends are strictly 21+ reservation-only, but you welcome families and pets during the weekdays. Small changes can lead to big results—all while staying authentic to who you are as a winery. Good luck!

Ready to make these shifts happen? Let Corksy’s tools help you modernize your winery without losing what makes it special. Schedule a demo today!

Corksy Sell More Wine Demographics Gen Z Millenials Marketing Sales