February 13, 2013
By John Karolefski
Forward-thinking marketers of consumer packaged goods have targeted the Millennial generation as the key demographic for sales growth. These 21 to 36 year olds – also called Generation Y – are interested in food and cooking. Not surprisingly, this group shapes up as an ideal consumer of wine to accompany and enhance meals at home.
With those shopper insights in mind, E. & J. Gallo Winery has begun to focus on Millennials via sophisticated marketing programs that include grocery partners.
“All of our research shows that there is a very high level of interest between this group and wine consumption. Our research also shows that there is also a strong food component when it comes to Millennials. This was a natural tie in for our grocery customers,” said Herb Smith, Vice President of Off-Premise Customer Development and Category Management for the world’s largest winery.
The family-owned company, headquartered in Modesto, Calif., boasts a portfolio of 60 brands. With products available in 90 countries, it is the largest exporter of California wine.
Gallo added a retailer component to its entry into Millennial marketing because of previous success with many programs based on research and collaboration with its customers. The philosophy has always been to start with the consumer whether in developing a brand or in developing a marketing concept.