Around 3 in 10 Millennials report drinking wine on a monthly basis (a slightly smaller proportion than among Boomers, who score 37%).
Traditional channels like search engines and advertising are still the most effective way of targeting these younger Wine Drinkers. Both TV and online ads are among the top 5 ways they find new brands, and Millennial Wine Drinkers are 18% more likely than the average Wine Drinker to say they tend to buy the brands they see advertised.
But what really stands out is the potential to make an impact via more digital channels – specifically via social and influencers. Clearly, social is a key place where brands can successfully showcase their latest products: over half of this audience follow their favorite brands on social media and, when compared to the average Wine Drinker, Millennials are 24% more likely to be finding new products via updates on these social pages.
Elsewhere, Millennial Wine Drinkers tend to be much more easily influenced than their older counterparts, being 23% more likely to agree that they are easily swayed by the opinions of others. And the brand discovery channels where they are furthest ahead of the average Wine Drinker (celebrity endorsements, vlogs and blogs) point to the potential of influencer marketing.
