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JULY NEWS wine country in May to present Mutineer Magazine's Marvelous Millennial Wine Marketing Circus. The troupe peddled its message in the California wine locales of Calaveras Coun- ty, Santa Barbara, Paso Robles, Sonoma and Napa. During the circus in Sonoma, Kropf said the surge of new wineries in the past de- cade, the advent of new media and rise of direct-to-consumer sales have created the opportunity for a profound cultural change in the wine world. Tyler Balliet, the founder of Second Glass, a company that produces educational wine festivals dubbed "wine riots," said a clear message from wineries is crucial. Balliet said people don't describe their new cell phones with technical jargon but instead detail the Speakers for the marketing presentation included (from left) Christophe Smith, Tyler Balliet, Sarah Elliman and Alan Kropf. neat features. Similarly, he said an effective message for wine is not filled with techni- cal or sensory descriptors that may seem like gibberish to the average consumer, but more like how someone would describe a wine to a good friend. "It's so important to Marketing to the Next Generation S Young entrepreneurs tour California, demonstrate connecting with millennials onoma, Calif.—Mutineer Maga- zine founder and editor Alan Kropf and a host of other young wine experts paid a visit to California's speak differently and tell people what to do with this thing," he said. Sarah Elliman, vice president and co- founder of CellarPass, said that when young people go wine tasting, they are not just looking to sample wines. "When we come to wine country, we have a purpose: We want an experience." Elliman noted the new tasting areas at Raymond Vineyards, which include the luxurious Red Room draped in red velvet and the club-like Crystal Room. But Elliman said creat- ing an experience does not require a million-dollar invest- ment. An experience can also just be fo- cusing on the story of how the winery was founded. If that story is real and power- ful, consumers will take that story home with them and share it with their friends as they pour a glass of wine. winesandvines.com Learn more: Search keywords "Mutineer millennials." —Andrew Adams The original, BOTTLE-MATIC-II 3 YEAR WARRANTY INCLUDED Front and Back! $1800 for Wines & Vines Readers! Front & Back! Label any cylindrical container fast and accurately from ½" to 21 day trial MADE IN USA! DISPENSA-MATIC Label Dispensers 8" diameter, @ Speeds of 1200 Pcs. per hour. NOT A CHEAP, IMPORTED KNOCK-OFF! Wasting Time Labeling by Hand! STOP FAX:(573) 392-1757; E-mail: info@dispensamatic.com Web: http://www.bottle-labeler.com 28220 Playmor Beach Rd, Rocky Mount, MO 65072 Call Toll Free: 1 (800) 325-7303 or (573) 392-7684 Wines & Vines JULY 2012 17 Price subject to change without notice. 2/01/10