Nowadays, it is fundamental that companies consider and differentiate, within their sales strategies, groups of ages or generations that have particular expectations and lifestyles. Each generation has different purchasing habits; For example, millennials (people born in the years 1980 to 2000) are setting the trends and will continue to do so in the coming years because, after 27 years, people are at their peak productivity and , therefore, they begin to generate mass consumption trends. This generation of millennials seeks, above all, local products, original and that inspire confidence.
The generational change has been evident in the wine industry. In 2015, in the USA In the US, millennials accounted for 42% of wine consumers. Therefore, more and more, this generation is influencing the marketing decisions of this industry. For example, online wine purchases have increased. Which is not a coincidence, since technology is an important part of the daily life of millennials, thanks to smartphones and internet access. On average, 25% of this generation spends more than 5 hours a day on their phones and prefer to make purchases online.
According to Mintel’s research, 28% of millennials prefer to consume wine in their homes than to go out to bars. This has caused changes in packaging, for example, the sale of canned wines has increased by more than 100%, due to its practicality and flexibility. Companies like Walmart are betting to introduce to the market wines of economic costs focused on millennials.
In contrast, brewers are losing market. According to Nielsen, between 2016 and 2017, beer penetration fell by 1%.
According to the report “Current panorama and perspectives of the wine sector 2017”, Mexico has the highest consumption of wine in Latin America. And, contrary to what happens in the USA. UU., Has not decreased the beer market; even the one considered as artisanal has increased its sales. Craft beer has managed to capture the market of millennials through the use of different marketing campaigns; the design of bottles, names, labels, and the care of the production process.
Today, companies must consider the consumption patterns of millennials in their sales strategies. Thus, they will have to adapt to meet the demands of this generational group that will continue to impose its consumer trends in the coming years.
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