Everyone in the wine industry in terrified by millennial wine consumption trends. However, I think that the legacy players are focusing on the wrong strategies to win over the younger consumers. Visitors to class this quarter talked a lot about things like adding wifi to tasting rooms, optimizing social media presence, and investing in digital marketing channels. I think these are misguided.
Scribe winery is a perfect case study of what the incumbents should do to attract millennials. The short answer is: don't try so hard.
Scribe has a beautiful, but relatively austere physical presence. There are no dark and wooded tasting rooms, no palatial edifices, no fountains, etc. It is merely a small house perched on a grassy bluff overlooking its beautiful vine-covered land. Members (yes, you have to be a member or guest of a member to visit- a cool feature in and of itself) sit on the grass, drink wine on multi-colored mexican-style blankets, and enjoy beautiful picnic baskets purchased on site.
The key here is:
- Focus on exclusivity
- experience and aesthetic wins the day
No comments:
Post a Comment