Southern Glazer’s WineForward Event Focuses on Recruiting New Consumers
The inaugural WineForward symposium, hosted by Southern Glazer’s in Denver, addressed a pressing issue within the wine industry: engaging younger consumers. The event emphasized the importance of connecting with these emerging demographics on an emotional level, aiming to make wine less intimidating and more enjoyable for those who are new to the category.
Keith Colbourn, Executive Vice President and Chief Marketing Officer of Total Wine & More, took to the stage to share insights about how the retail giant is evolving its marketing approach. Colbourn emphasized the need to reframe conversations with consumers by focusing on the specific drinking occasions they are shopping for, rather than simply discussing wine varietals or regions. “What we’re doing is reaching out to consumers in a way that they want to be talked to,” he explained, highlighting the shift towards a more consumer-centric dialogue.
Colbourn illustrated the effectiveness of user-generated content as a marketing strategy by showcasing a viral video featuring a customer using a Total Wine wine chiller. He pointed out that this lighthearted and accessible approach is essential for attracting consumers who might be deterred by detailed tasting notes or complex food pairings. According to Colbourn, the key lies in keeping wine fun and emphasizing the social connections that form over a glass.
Nik Modi, Managing Director at RBC Capital, echoed these sentiments by suggesting that wine marketers should consider themselves in the “mood management business.” He urged the industry to expand wine’s appeal beyond its traditional occasions. Noting that consumers typically have about eight different beverage occasions throughout the day, Modi stressed the importance of positioning wine as an appropriate choice for a wider range of settings.
Modi proposed a “twin-engine approach” to engage both new consumers and seasoned wine drinkers. This strategy would involve providing traditional cues and detailed information to established consumers while launching more lighthearted campaigns aimed at attracting younger, less experienced drinkers. He highlighted the significance of creative social media engagement, particularly in reaching Gen Z consumers, whose purchasing decisions are heavily influenced by peers and influencers rather than traditional marketing techniques.
Following the presentations, Southern Glazer’s President of Commercial Sales, Mark Chaplin, and Executive Vice President and General Manager of Fine Wine, Cindy Leonard, participated in a panel discussion that delved deeper into strategies for connecting with younger drinkers and enhancing wine’s visibility in the marketplace.
One effective strategy, as noted by Leonard, is to embrace a broader array of food pairings for wine. This includes unconventional combinations such as sparkling wine paired with fried chicken or various wines enjoyed with popular snack foods. Additionally, she highlighted the importance of diversifying product offerings, including low- and no-alcohol options and smaller bottle sizes to cater to different occasions.
All panelists agreed that fostering closer collaboration among suppliers, wholesalers, and retailers is crucial for revitalizing and expanding the wine category. Ted Seburn, Vice President of Sales at Gallo, emphasized the importance of aligning sales plans and strategies across all stakeholders to ensure a unified approach to engaging consumers throughout the distribution pipeline.
Colbourn further called upon all tiers of the industry to commit to promoting wine as a holistic category, rather than solely focusing on individual brands. He referenced Total’s participation in “Come Over October,” a campaign launched in the previous fall to encourage consumers to gather and enjoy wine together, as a successful initiative that can benefit the entire industry.
In conclusion, the WineForward symposium illuminated the pressing need for the wine industry to adapt and innovate in order to attract younger consumers. By emphasizing fun, emotional connections, and broader beverage occasions, industry stakeholders can work collaboratively to ensure the future growth and relevance of wine in an ever-evolving marketplace.
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Tagged: Southern Glazer’s, WineForward
