The history of wine advertising and reaching younger consumers

Younger consumers don’t want corny and Aldo Cello, but what have they been getting?

Wine Opinions’ John Gillespie, who has been analyzing the wine business for even longer than I’ve been ranting about it, offers some needed perspective about the state of wine advertising:

“If the question on everyone’s mind today is how to gain the favor of young adult beverage alcohol consumers, the first thing to understand is that the wine industry has literally been there, and done that. Of course, the playbook of the winning brands half a century ago must be updated — the wines that broke though in the ’70s and ’80s are not likely to stage a reunion tour anytime soon.”

Gillespie offers a look at the wines and advertising that played key roles in the 1970s and ‘80s boom, including E&J Gallo’s Hearty Burgundy; the German white, Blue Nun; all of those corny Riunite ads; and even Aldo Cella, who sold lots and lots of bottles of Cello Lambrusco.

Gillespie makes the telling point that as successful as those brands and campaigns were, they can’t — and shouldn’t – be repeated today. Those were Baby Boomer moments, and despite what he identifies as some similarities between the Boomers and their children and grandchildren, the demographics aren’t the same.

This is something we’ve noted on the blog many times, most recently for Gallo’s new Black Box campaign. It has more in common with those 1970s and ‘80s efforts than with anything post-modern.

What the wine business should be doing instead of what it did 50 years ago, says Gillespie, is to focus its marketing on two ” ‘features and benefits’ that resonate especially well with consumers under 40. Wines made from organically grown grapes or by wineries with sustainability certifications significantly over-index among those in their 20s and 30s.”

Which, as you may have noticed, may never have been in any important wine ad ever in the history of wine ads.

Is it any wonder I worry about the future of the wine business?