Issue link: http://winesandvines.uberflip.com/i/766392
158 WINES&VINES January 2017 BUSINESS PRACTICAL WINERY & VINEYARD within an hour-and-a-half drive of us that can gain access not only to wine but to an experience, which is right up their alleys. Sophisticated, safe, sexy, romantic. It has all the trappings. So an immediate subset of millennials from the Bay Area, perhaps we have benefited from that." " They are a visual group. If your winery is not really savvy about what a millennial wants to see in a webpage or app, or how your wine is featured. Is it communicative? Shareable? If you don't have that down, it is dead meat. A lot of good wineries have that, and a lot of old wineries are struggling with that, being boring." " We marketed to them with the right message. Wine is a healthy bev- erage when consumed moderately and responsibly. It is an integral component when it comes to gathering with family or friends. This generation is really tied to authenticity. Our industry has done a pretty good job to communicate to them. In order to continue to at- tract millennials to our products, we must continue to listen to them. We haven't done too bad of a job." " Wine is becoming more socially acceptable and more like a mainline consumer product that consumers can not only enjoy the quality but can get some emotional connection to the product, which wasn't true 15 years ago." " For our industry to keep up, we need to keep up with what millennial consumers demand: premium brands, convenience and taste trends like red blends, light whites and sparkling wines." " It is a classy way to drink. If you are sitting at a bar and drinking a Captain and Coke, it does not exude that you are a classy person. If you are drinking a glass of the hottest Provençal rosé, people are going to look at you and think, 'That person has some class.' A big part of it is the visual tie to what people will perceive you as. That said, you are going to get a more guaranteed product as opposed to a bartender schlepping out some C-grade liquor that may not be perfectly proportionate to the mixer going in the glass." Q What do you think will be the hottest issues during the next five to 10 years? " The No. 1 issue will be intensification of competition. The second factor, which we see today but will accelerate dramatically, will be restriction SUMMARY More seamless electronic retail solutions are likely to arise during the next five to 10 years, driven into existence from the need for DtC sales to consumers. And changing market and retail conditions could force a reduction in brands. Economic, political and climate-related volatility could cause market disruptions, according to CEOs surveyed. Competition from imports will continue to be an issue, and supply constraint will result from a need for more domestic fruit. Labor shortages and mechanization will be ongoing issues. What to expect from the years to come Custom made - Handcrafted Barrels