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Marketers’ obsessions with youth may be premature, at least in some markets

“If you are a careful reader of marketing media (and Wine Intelligence Network News), you could be forgiven for concluding that Millennials are now the only consumer group worth thinking about, given the volume of news coverage devoted to their every consumption move.

And while no self-respecting wine marketer can walk into a meeting nowadays without having an “elevator pitch” marketing strategy for these exciting consumers aged between 20 and 35, it’s equally important to have a sense of perspective. As our infographic shows, the average age of a monthly wine drinker is still close to 50 in most large consumption markets for wine.”

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Marketers’ obsessions with youth may be premature, at least in some markets