The wine industry needs more young people to enjoy its wine or the industry will become irrelevant. According to the 2022 State of the Wine Industry Report, the only growth segment in the industry are consumers older than 60. The share of direct to consumer sales by age group shows that people between 30 and 60 are less interested in buying wine and the share of people in this age group has been dropping steadily since 2007.

What can the wine industry do to reverse this trend and get legal-aged consumers under 60 to enjoy wine rather than beer or other alternatives?

Advertising Difference Between Beer and Wine

Wine only gets 4.8% of the total ad spend for alcoholic beverages. And to make matters worse, the wine ads are focused more on the 60+ age group rather than younger wine drinkers.

Increasing the advertising budget for wine, particularly for consumers of age under 60, would seem to be a necessary first step. Ads that reach the 60+ age group are unlikely to have any significant impact on the wine drinking of a younger person. In fact, it could actively turn them off to wine.

Creating advertisements for young people by young people would seem to be the answer. Understanding what’s important to potential wine drinkers between the ages of 30 and 60 will have not only an impact on advertising but branding for wineries that want to be relevant in 20 or 30 years. Increasing the winery advertising budget would also make sense. Meet your consumers where they are.

Dimension has 40 years of financing experience and specializes in winery financing. We can help your winery expand or improve your production through our winery equipment financing. As the industry adjusts to take advantage of its younger consumers, you want to be ready to reach that market.