Millennials!

It seems to come up every class, this infamous generation. We mentioned it briefly in our presentation, but it does seem quite unfair - and lazy - to call an entire generation of 80 million people by one name and to assume their wine consumption and buying preferences are the same.

So, I dived a bit deeper.

At first, I was disappointed to find analyses that basically lopped the generation in half, as if that were helpful. Early Millennials vs. Recessionists like here. Evidently these groups have very difference experiences with technology, violence, and participation trophies. Seems reasonable, and I believe it, but it doesn't really help me sell them wine differently.

Fortunately, AdWeek had a slightly more in depth segmentation. The names are a bit ridiculous but they include:

• Boss Babes
• Brogrammers
• The Underemployed
• Shut Out
• Nostalgics
• Travel Enthusiasts
• Culinary Explorers
• The Exuberants
• The Collectors
• The Quarter-Life Crisis Millennials (severe student loan debt!)
• Millennial Marthas
• Millennial Moms

If you're curious, you can read more here. I've bolded those who, at a glance, may align with Birdhorse's message and value proposition. However, I'm not sure I believe the groupings and I would love to know the relative sizing. In any case, I think this is a good start of a more granular, targeted conversation about Millennials. We deserve it!