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How the Wine Industry Can Make Inroads with Younger People
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.
About
About Vinoshipper
Vinoshipper is an end-to-end compliance, tax, and e-commerce platform that gives wineries, distilleries, and other alcohol producers the ability to sell directly to consumers while navigating the complexities of regulatory compliance and tax collection in real time. Every sale through the platform is guaranteed to be compliant.
By employing subject matter experts that work directly with regulators, the company is committed to helping producers comply with all laws, including age verification prior to purchases, state tax collection and reporting, and package tracking.
The company facilitates the expansion of direct sales across the United States for small and medium-sized producers and gives consumers more variety and brands to choose from. This helps create open and fair competition by removing barriers for independent businesses.
With more than 15 years of continual development and reinvestment in the platform, Vinoshipper is now the market leader in direct sales compliance and business software.
Headquartered in Windsor, California, Vinoshipper was launched in 2006 to help small producers. It is among the fastest-growing companies in the heart of wine country.
About our CEO & Founder
Steven Harrison is the President & CEO of Zero Link Markets, the company that operates Vinoshipper, an e-commerce and compliance platform for direct sales of alcohol products. The business facilitates small and medium-sized alcohol producers to sell and ship their products directly to consumers. He has more than 25 years working in finance and operations management and has been involved with several early-stage businesses, ranging from software companies to medical devices and consumer products.
As the co-founder of Zero Link Markets, Steven had the vision to create the Vinoshipper platform to help small businesses comply with the complex, multi-jurisdictional regulations and reporting requirements involved in selling wine, beer, and spirits.
Sixteen years after it started in 2006, the platform is at the forefront of the Direct-to-Consumer (DTC) movement, helping to transform and modernize the industry which dates to the Prohibition era. With more than 2,500 producer clients using the platform, Vinoshipper is one of the largest compliance businesses in the country.
When he is not helping his team with the rigorous job of compliant sales and shipping, Steven spends most weeks talking with public officials about the policy nuances related to DTC and advocating for new laws that support the safe and legal shipment of alcoholic beverages.
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| Locations | Address | State | Country | Zip Code |
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| Vinoshipper | , Windsor | California | United States of America | 95492 |
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