How to Entice Millennials to Visit Your Winery
Wineries have been around for centuries, but with rising costs, climate change, and the rise in sober curious movements such as dry-January and sober September, combined with the pervasive use of social media and a new generation of wine drinkers, the way wineries attract customers has had to keep up with the changing times as well. Millennials make up the largest group of consumers in the market, however, boomers still lead all cohorts in the share of wine consumption, so understanding what motivates this new up and coming generation is essential. Most millennials are interested in experiences and authenticity. They are looking for unique experiences and are willing to pay a premium for them.
So what would draw a millennial to your winery?
We’ve got some ideas:
Offer unique experiences& Stays
Even if they don’t make up the market share of wine drinkers, millennials are looking for experiences that they can’t find elsewhere. Offer unique experiences such as tastings with food pairings, tours of the vineyards, and hands-on activities such as grape stomping. You could also offer classes or workshops that teach about winemaking or wine pairing. Another great way to diversify your revenue is to keep visitors on your property by adding offerings of unique short-term stays within the gates of your vineyard.
Make it Instagram-worthy
Love it or hate it, social media is an essential marketing tool, so why not use it to your advantage? On average, millennials spend 242 minutes online or using apps per day. That includes taking photos and sharing them on social media. Make sure your winery has plenty of Instagram-worthy spots and encourage the use of hashtags. This not only attracts this social media-savvy crowd but also spreads the word about your winery to others, essentially for free! Think about featuring a beautiful vineyard view, a unique tasting room, or a fun activity such as a photo booth on your own social channels to draw people into your venue. You can also increase your reach by partnering with wine influencers like @thebrookblend, @thewineguys, @allisonuncorked, @amylieberfarb, @watchmesip, @lexiswinelist, @grapechic, @thatblondewino, @wine.by.renee.
Embrace sustainability
Sustainability is important to millennials, they want to support businesses that are environmentally conscious, and they’re willing to pay more for it. Do your research and make sure you understand what sustainability is and be genuine as you talk about your specific practices. If you are just beginning to incorporate sustainability, that’s okay! Just be honest. But if your winery is already practicing sustainable farming or using environmentally-friendly packaging, make sure you are promoting that to your customers!
Offer affordable options
While millennials are willing to pay for unique experiences, they also appreciate a deal. Offer tastings that are reasonably priced, and consider offering discounts for groups or on certain days of the week.
Cross Promote
Reach out to local businesses such as restaurants or hotels to see if they would be interested in partnering to cross-promote. Offer discounts or special promotions for customers who visit your winery after dining at a partner restaurant or staying at a partner hotel. Even something small, such as a percentage off of a wine tasting can go a long way to getting a millennial to walk through your doors.
Host events
Hosting events such as live music or food festivals can be a great way to attract millennials in search of a unique and fun outing to your winery. Don’t have the staff or time to host an event? Hire a company like Snooti to host a wine tasting event for you. Whether you decide to host a festival or a wine tasting, make sure to promote the event on social media and your website!
Offer online ReserVations
Millennials are used to booking everything online, so make sure your winery offers easy, accessible online reservations for tastings or tours. This makes it easy for them to plan their visit and ensures they can secure a spot at your winery.
