Warning: Pay careful attention to this story because it’s the canary in the proverbial coal mine for your business in the immediate future.
Millennials seem to get blamed for everything these days. So I’m sure this will be their fault too…
… since 2008, the total beer category has been on a slow decline.
And in a 2018 Gallup poll, more than 25% of American drinkers listed wine as their preferred beverage.
According to Wine Spectator, millennials consumed more wine in recent years than any other generation. (See I told you it was their fault) A whopping 42% of all wine drunk (or is it drank) in the U.S.
With millennials currently ranking as the largest generation in the American population, how does a beer company (or any other type company for that matter) win their business back?
Just like anything else, you adapt. Fast.
Vermont brewery Magic Hat is launching what they’re calling DuVine…
A “grape ale” or beer-wine hybrid.
DuVine will be 51% beer and 49% wine
The company hopes that this fusion concept will create a category unto itself and help them recapture the millennial demographic who are quickly becoming over 50% of all alcohol buyers.
Why do this?
Because with over 7000 breweries in the US in 2018 and another 1000 on the way in 2019 there’s more competition than ever in the beer business.
And did I mention most millennials prefer wine?
Plus, according to Nielsen, 61% of millennials don’t seek a specific brand preference when buying alcohol. They prefer to explore and experiment with new things.
Listen To The Market
In 2018, sales of flavored malt beverages rose 10.2% according to Nielsen. And this beer-wine hybrid is being classified as exactly that, flavored malt beverage.
You’re In This Story Too
Your industry is no different with millennials making up the largest demographic in our population. And with their unique and eclectic preferences you’d better find a way to market to them.
Instead of competing, create a completely unique category for yourself based on their interests and preferences.
How do you do that?
I’m not giving that info away for free because then you wouldn’t value it much less execute it. (Free advice is worth what you pay for it.)
And this strategy I share in my best-selling book will be worth thousands of dollars to you as it has been for so many of my smart readers. It’s waiting to show you how in Chapter 9 right here:
P.S. If chapter 9 alone wasn’t worth the price of the book, I’ll buy it back from you. Cash.
P.P.S. Yeah, I’m that confident it will make a difference in your business and career.