Winery & Event Venue Marketing Strategies by Generation

A recurring insight from the 3rd Annual Wine Club Symposium was the importance of reaching new generations of wine consumers. Wineries that long catered to Baby Boomers now face a demographic changing of the guard.

As Silicon Valley Bank’s 2025 report notes, the wine market is “rotating out of 60+ aged consumers” and making way for Millennials and Gen Z – who so far haven’t embraced wine clubs at the same rate.

Embed Lifestyle & Storytelling into Your Marketing

How to win over these younger cohorts?

Symposium experts stressed crafting marketing strategies that resonate with their values and lifestyles. “Authenticity,” “passion” and “storytelling” are more than buzzwords – they’re exactly what the 30- to 46-year-old segment is craving.

Unlike their parents’ generation, younger consumers are less impressed by formal wine education or exclusive status. They seek brands that feel genuine, relatable and socially engaging. This means wineries should highlight their unique story - the people, land, and purpose behind the wines - and communicate in an authentic, transparent way.

Successful examples include boutique brands like Tank Garage or Scribe Winery that weave creative brand storytelling into everything they do, attracting a younger following.

Methods to Reach Younger Consumers

Equally important is meeting these consumers where they are. Younger wine lovers are digital natives who discover and interact with brands online. Social media (especially Instagram and TikTok), mobile-first communications and influencer collaborations can all play a role in generational marketing.

The symposium highlighted that engaging Millennials / Gen Z may also require rethinking outreach channels - for instance, one session explored SMS texting campaigns as a way to nurture club prospects and members in a more immediate, conversational way.

Wineries are encouraged to experiment with such channels to see what resonates with younger audiences.

Purchase Decisions Move Faster Now

The behavioral traits of younger consumers require tailored strategies. Data indicates these consumers make purchase decisions faster than older generations and won’t hesitate to drop a club if it doesn’t meet expectations. Younger members are more likely to join and then quit within the first year if they don’t find ongoing value.

Wineries should provide compelling reasons to stay:

• Exclusive experiences

• Insider communities

• Loyalty rewards that start immediately after sign-up

As one symposium takeaway stated, proactive follow-up is key - a personal welcome call or a special event invite soon after a young member joins can reinforce their decision and deepen engagement.

By understanding generational differences and adapting accordingly, wineries can attract fresh faces into their clubs and ensure those new members stick around.

More coming soon. E-mail info@kcseoconsultingservices.com to be notified of its release.