People are statistically the most reckless with their money between the ages of 21 and 45, so that’s naturally the most attractive age bracket for advertisers. But it’s also a wide enough gap that marketers have to consider whether they’re going to try and target those on the younger end of the spectrum versus the older.
Drinkers over 40 are still proving to be the bread and butter of established wine-producing regions like Napa and Bordeaux. Those in their 30s are just starting to fine-tune what they like and don’t like. And Gen Z? Well, most of them are so new to drinking that even they don’t know what they want. That said, as Gen Z moves more into the forefront of drinks culture, brands throughout the industry are trying to craft products and pitches that they think will resonate.
On this episode of the “VinePair Podcast,” Adam, Joanna, and Zach discuss whether or not that kind of generational pandering actually works, and whether it makes sense to target the youngest section of legal-age drinkers potentially at the expense of more stable, established demographics. Tune in for more.
Zach is drinking: Last Word, but with rum
Joanna is drinking: Martini Duo from Press Club
Adam is drinking: Domaine Guiberteau Saumur Rouge
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