We’ve talked a whole lot in this class about how the wine industry can better drive engagement with millennials, with improved tasting room experiences being one those channels. In class and on this blog, Scribe Winery in Sonoma has come up as an example of a brand that is doing a good job along this experiential dimension by not trying too hard while focusing on the physical beauty of their property and relying on exclusivity to drive desirability. The brand has been doing well among the younger demographic, but I would argue that their strategy for experiences is not the only way forward and I would hold out Brasswood Winery as an example of millennial frontrunner doing it their own way.
Brasswood is a relatively new winemaker with a recently renovated facility in St. Helena. Their property is small, but the space is incredibly well designed and beautiful with sleek, modern interiors. When it comes to visitors, the winery is all about pushing novel and memorable experiences that engage and delight customers. Options range from tastings in the winery’s spacious, barnlike art gallery (recently featuring 100% Dali works) to casual group get-to-togethers in the space’s private, firelit Winemaker’s Den to “full” sensory experiences that weave wine together with other items that share flavor profiles and smells. These experiences sound a bit over the top when you first read them, but the team doesn’t take themselves too seriously and they do an outstanding job providing real connection to the winery and the people while driving a totally unique visit. They create experiences that are Instagramable immediately and that keep you talking and recommending for weeks. Brasswood is certainly trying to get millennials engaged and I think they are on to something
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