Millennials are not consuming premium wines fast enough

Photo Credit North Bay Business Journal

My, that sounds like a challenge! The Silicon Valley Bank’s 2019 State of the Wine Industry Report states that while Millennials will catch up to Baby Boomers in terms of wine consumption, they are not reaching for the premium category of wines as quickly as was predicted. This could be due to the generation not hitting peak income amounts (and peak spending) as quickly as previous generations, the legalization of medical marijuana or an increased awareness of alcohol’s effect on health. The report explains, “While millennials hold slightly higher consumption in the $8–$11 bottle price points and are interested in wine, they haven’t made any noticeable movements to become premium wine consumers for almost five years.”

Is your premium wine brand positioned correctly to cater to millennials? How do you compete with other premium beverages and cannabis, which are both taking up a portion of the market share?

Industry veterans are taking steps to restore faith in social media marketing again

Fake followers, Bots, Click-Farms… can consumers tell the difference between what is real and what is fake in the social media world anymore? Enter the Bot Fraud Prevention Council, founded by media agencies OMD, Influential and Oracle Data Cloud. The goal? Demand more accountability and transparency in social media as a marketing medium so that advertisers can trust social media platforms as much as traditional forms of media.

How do you account for the rise of fraudulent activities across social media in your marketing strategies?

Tech burnout is causing travelers to plan “off the grid” vacations

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Technology has certainly made travel easier for all parties involved, but a trend of reversing the tech effect appears to be emerging. Skift reports that the burnout of being constantly connected is leading travelers to seek real-world experiences that don’t require sharing a selfie every moment along the way. Some travel agencies are seeing more movement in booking areas with less reception, forcing travelers to disconnect.

What can you do to encourage travelers to disconnect from their online obligations and connect with your destination?

New research shows that a higher percentage of Americans get their news from social media than from newspapers

Although newspaper circulation has steadily declined in recent years, 2018 was the first year that social media platforms beat newspapers as a news source in the U.S. According to Pew Research, 20% of Americans get their news from social media while only 16% get their news from a newspaper. Television still takes the top spot, supplying 49% of the population with the news.

The media landscape continues to rapidly change. How do you adapt to the platforms that people use?

YouTube TV is rolling out Nationwide, just in time for Superbowl.

Debuted in April 2017 in just five key markets, YouTube TV says that 98% of the country will be able to watch the Superbowl through YouTube TV this year. Traditional cable subscription services seem to be on the out while streaming services Netflix, YouTube TV and DirectTV Now continue to expand their audiences.

Streaming services are continuing to gain traction over traditional TV. Are you changing your advertising plans in response?

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Sarah Daniel

About the Author, Sarah Daniel

A passionate traveler and a skilled writer, Sarah Daniel joined McCue as an intern and has become an integral part of the team, supporting clients as an Account Coordinator with media research, pitching, writing, social media content development and reporting.  She is a social media savant and enjoys telling client stories through content creation and paid strategies.

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