Napa Technology and other wine industry experts provide an incredible look at millennial attributes, their relationship with wine and how valuable they are to your restaurant's profitability.

1. Attracting Millennials To Your
Restaurant
Wine Trends From The World’s Experts
Free Webinar - Thursday, June 28 @ 11:30a.m.
PDT
Reserve your webinar seat now at:
http://ht.ly/bLodH
Carin Galletta Oliver
June 2012

2. MILLENNIAL TRAITS
✤ Social
✤ Both online and off
✤ Digital Natives
✤ Very active with the brands
✤ Social sphere reliance
✤ Trust friends more than corporations or media
✤ Accessibility
✤ They can make the world a better place

3. ✤ Wines from all over the
globe are capturing
consumer interest and wine
consumption (by the glass)
is on the rise.
✤ Millennials are particularly
wine savvy.
✤ Millennials are the largest
demographic group in the
United States
✤ They are responsible for
more than $200 Billion in
annual spending

4. EXPERT OBSERVATIONS
Andrew Shipe, Vice President
Culinary & Marketing
Aramark-SE
✤ Juice Box Generation – The youth that grew up on
juice boxes are still looking for those sweet flavors
as they move into the wine category.
✤ We continue to see a trend towards red blends,
Malbec and Moscatos and a movement away from
big oak Chardonnay toward unoaked wines which
match well with a wide variety of foods.

5. IT’S ALL ABOUT THE EXPERIENCE
Marian Jensen op de Haar,
✤ Younger drinkers, millennials, age Wine Industry Consultant
21-30, are more adventurous. Vines 57
✤ Cava and Prosecco continue to grow
and are used in cocktails—often with
hard liquor.
✤ Riesling is growing towards Pinot
Grigio levels, especially German
Rieslings. A small trend is emerging
for dry Rieslings (Germany is
producing more of these and are
exporting them).

6. SOPHISTICATED PALATE
✤ There is a general trend towards more balanced Jesse Inman, Winemaker
wines with respect to alcohol and fruit Romililly Wines & August
character. Folks are expressing that they don’t Briggs Winery
need to be punched in the mouth to enjoy good
wine. The foodie explosion has helped this
trend, because this wine style is much more
food friendly.
✤ Young people are buying more wine and can’t
afford many of the ‘in your face’ style wines,
yet want quality. This leaves the door open for
obscure varietals and regions that are up and
coming, that don’t command high prices.
✤ The $15-$25 bottle price point is hyper-hot.

7. BIGGEST CONSUMERS OF DIGITAL
CONTENT
Julie Brosterman
Founder of
womenwine.com
✤ Beer lovers are discovering wine.
✤ Many wineries are participating more on
social media channels, which is increasing
consumer education about food pairings,
varietals, value and so much more.
Technology is really bringing excitement to
the wine industry.

8. MILLENNIALS LIKE GROUP ACTIVITIES
✤ The way people are “geeking out” with wine education is a
trend I expect to see more of, but in a friendly, hands-on kind
of way, instead of the stuffy, “you don’t belong in this
crowd” way of the past.
✤ Exploration and discovery are two constants that excited
young wine drinkers are elevating to new heights all the
time.
Robert Larsen, Public
✤ “At Rodney Strong’s Meritage blending seminar guests Relations Director Rodney
get to blend five Bordeaux varieties we use in our Strong Wine Estates
Symmetry to make their own blended wine. Our other
seminar is a Pinot Noir clone tasting, for our Davis
Bynum wines, where the attendees taste six different clones
of Pinot noir, I had 80 people in the last Pinot clone
seminar who were super engaged and full of really great
questions.”

9. YOUNG DRINKERS SEEK WINE
Bob Midyette, Director of Fleet
Beverage Operations, Royal
Caribbean International and
Azamara Club Cruises
✤ We certainly see more entry
level wine consumers
approaching and trying
wine.

10. JOIN OUR FREE WEBINAR
✤ Learn what wines millennials
love, what they are looking for
in a restaurant and how to
create a wine program that
appeals to them by joining
Napa Technology’s free
webinar:
✤ Thursday June 28, 2012 at
11:30 AM PDT.
Space is limited.
Reserve your Webinar seat now at:
http://ht.ly/bLodH
Napa Technology, makers of the WineStation, uncovered a vast ideological wine
drinking divide