How to convert millenials to Burgundy wines?

Published on Feb 22, 2022

Article published in Vitisphère, written by Marion Bazireau.

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Round Table LaWineTech Vinocamp WineParis 2022

How to convert millenials to Burgundy wines?
To make young future consumers of Burgundy, the interprofession commissioned a study in Kantar.
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A topic raised during the 1st day of Wine Paris & Vinexpo Paris around a round table organized by WineTech #Perspectives and Vinocamp with as themes:
- New generations, new codes?
- How is communication around wine reinvented?

Debate moderated by Arnaud DAPHY with as guests Alexis Zaouk, Gwilherm de Cerval, Emma Bertrand, Émile Coddens and Stefan Gendreau

With a few days' notice, all the experts present were able to share a vision identical to that revealed by the Kantar survey conducted in 3 cities and 3 countries: France (Paris, Rennes and Lyon), Great Britain and the United States.

Let’s quote 3 paragraphs in particular:

1/ "They appreciate the wine but need information". «It is necessary to facilitate the task, to help them to better understand the product». They no longer want to listen to the nebulous and snobby vocabulary of sommeliers. “They don’t understand it and it intimidates them.”
2/ To recruit them, winemakers must go and get them, and speak to them in a desecrated way on social networks (Facebook, Tiktok, Youtube), proving to them that they are getting value for their money.
3/ Virginie Cohen also advises Burgundy to make them live virtual visits and tastings, and especially to offer them a «truth» speech about the vineyard, the grapes, the winemaking, or the history of the winemakers. Inserting a QR Code on the label to convey messages is also a good idea.

QRcode which at ARwinelabels - Member of La WineTech now provides access to the webARdirect, an immersive digital experience with up to 360° panorama and digital interactions.

Watch a video clip above of the round table with Stefan Gendreau who shared his recommendations for the Burgundians, an approach seems-t-it shared by all millenials surveyed in the surveyFind an excerpt from the roundtable with Stefan Gendreau who shared his recommendations for Burgundy, an approach apparently shared by all millenials surveyed in the survey.

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