It’s official: Millennials and the over-21 members of Generation Z have discovered the fruits of the vine. But their wine purchasing behaviour differs from generations before them. Instead of visiting vineyards or ordering bottles while they dine in restaurants, many younger wine drinkers make their purchases through their electronic devices.
This tendency to explore the wide world of wine online isn’t new, of course. Over the years, people have grown increasingly comfortable with purchasing all sorts of beverages digitally. And the pandemic made online wine buying more widespread and convenient. At the same time, purchasing wine online is also a more affordable option for people without the disposable income to take a trip to Napa Valley but with enough money to host a backyard wine-and-cheese party.
What does this mean for your winery? If you haven’t developed an airtight digital wine marketing strategy to help you increase wine sales, you should. Otherwise, you’ll risk losing out to competitors eager to snag market share and take advantage of this changing consumer behavior.
Below are a few creative ways you can increase wine sales through digital strategies. Each tip will help you bolster customer loyalty among all generations of buyers — and especially people who fall into the category of “digital natives.”