Earlier this week I went to a tech conference called Startup Grind, hoping to score some leads on how I’ll be spending my intern summer. Things didn’t pan out quite as I’d hoped, but I did stumble across a winery offering samples and selling their wares in one of the sponsor tents. A wine booth at a tech conference? I’ve been to my share of them, and have never encountered booze at them that early in the day, let alone for free at 10:30 in the morning.
How do new brands make themselves known? This Washington outfit, called Spoken Barrel, thought they’d find some of their audience at this conference. I can see why they made their move - their bottles are light on the labels, with their details printed in bold white lettering on opaque black bottles. It didn’t quite feel like your typical wine branding. If suspected that they were going after millennial-ish men, their website confirmed it. The hero image is a giant gif that heavily feature two men in their 30s, a preview for a short video of a mostly bro dinner that reminds you that “there’s a time and a place for tequila shots, and it’s no longer Tuesday night.”
The New Vine case includes some stats that imply that the male/female ration among millennial wine drinkers was just about split (though this data is from 2004), but I can’t particularly recall wine branding that feels so squarely aimed at young men.
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| A shot from their Instagram: https://www.instagram.com/spokenbarrelwines/ |
As events like the Rosé Mansion and other pop ups proliferate, there's lots of opportunity for more creative thinkings as winemakers go after younger audiences, and I'm excited to see what comes next.
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