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Opinion piece - Want to Win Over Millennials? Focus on These 3 Things

Millennials aren’t just a passing trend in the wine market; they’re the future. But if wineries want to capture this generation’s loyalty, they need to rethink how they show up.

It’s not about chasing fads or gimmicks. It’s about removing friction, making wine more accessible, and delivering meaningful experiences.

Accessibility matters

Whether it’s clear labeling, pricing transparency, or digital presence, Millennials want to understand what they’re drinking without needing a sommelier on hand. They expect brands to meet them where they are — online, on mobile, and on their terms.

Ease is expected

From simplified purchasing options to user-friendly websites, anything that creates unnecessary complexity becomes a barrier. A seamless path from curiosity to checkout can be the difference between a sale and a lost customer.

Experience is everything

Millennials prioritize purpose and connection. They want to know the story behind the wine, engage with authentic brands, and be part of something meaningful. That doesn’t just mean offering tastings. It means offering moments they’ll remember, both in-person and online.

Millennials are ready to be loyal customers if you meet them with the accessibility, ease, and experience they expect.

To hear more of Zane Stevens' thoughts on how to capture the millennial market, check out his full-length article here.

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Protea Financial provides outsourced accounting expertise for wineries, alcohol producers, and other businesses.

Imagine where you want to take your winery, then let us help you find the way there

Wineries are never still. They are places of action and progress, energy and growth. Grapes mature and gather on vines as workers tend them. Bottles and casks ferment in cellars, imbuing their contents with favor. Leaders and managers work, plan, and strategize to put their product in more places and in front of more people.

In other words, wineries move forward. They must in order to exist. And to move forward with confidence, agility, and absolute mastery of your business, you should rely on the outsourced accounting expertise of Protea Financial.

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