A New Narrative for Wine: Connecting with Zillennial Consumers Webinar

Webinar Recording – A New Narrative for Wine: Conneting with Zillennial Consumers

View the recording of Wine Institute’s Oct. 9, 2024, webinar about our recent work focused on reaching “Zillennials” — legal drinking-age Gen Z and Millennial consumers. Wine Institute Vice President of International Marketing Honore Comfort and consultant Mark Barden shared our well-informed communications strategy built on insights from Wine Institute’s recent consumer study. The session included findings from qualitative research sessions designed to explore and better understand the motivations and values of consumers in the 21 to 40 age segment, including the idea of “Connection Amnesia” and how wine aligns with many of the values and lifestyle attributes that many young people today are seeking. In coming weeks, the team plans to share additional insights and options on how winery members can put the strategy to work within their own communications and marketing plans.