{"id":74249,"date":"2025-02-07T19:20:48","date_gmt":"2025-02-07T19:20:48","guid":{"rendered":"https:\/\/peraltafinancing.com\/alcohol\/exclusive-news-and-research-on-the-wine-spirits-and-beer-business-11\/"},"modified":"2025-02-07T19:20:48","modified_gmt":"2025-02-07T19:20:48","slug":"exclusive-news-and-research-on-the-wine-spirits-and-beer-business-11","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=74249","title":{"rendered":"Exclusive news and research on the wine, spirits and beer business"},"content":{"rendered":"


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Southern Glazer\u2019s WineForward Event Focuses On Recruiting New Consumers<\/h2>\n

\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tFebruary 7, 2025<\/a><\/span><\/p>\n

At Southern Glazer\u2019s inaugural WineForward symposium held in Denver on Monday, a key topic was the necessity of cultivating younger consumer demographics and ushering them into the wine category. Several of the speakers at the event noted the urgency to connect with consumers on an emotional level, and above all to make wine less intimidating and more fun for the uninitiated.<\/p>\n

Keith Colbourn, executive vice president and chief marketing officer at Total Wine & More, told the WineForward audience that the retail giant now aims to structure conversations with its consumers around what drinking occasion they\u2019re shopping for rather than diving into discussions of specific wine varietals or regions. \u201cWhat we\u2019re doing is reaching out to consumers in a way that they want be talked to,\u201d he said.<\/p>\n

Colbourn went on to demonstrate Total\u2019s success with user-generated content as a marketing tool, showing a viral clip of a customer using a Total Wine wine chiller. The lighthearted and approachable tone, he said, is the direction the industry needs to go to attract consumers put off by detailed tasting notes or elaborate food pairings. The key for the industry, according to Colbourn, is to keep wine fun and highlight the connections people make over a glass of wine.<\/p>\n

Nik Modi, managing director at RBC Capital, suggested that wine marketers remember they\u2019re effectively in the \u201cmood management business,\u201d and must seek to expand wine beyond its traditional occasions. Consumers tend to have about eight different beverage occasions in a given day, he noted, and wine needs to be seen as an appropriate option for more of them.<\/p>\n

Addressing the need to engage new consumers while still catering to wine\u2019s core drinkers, Modi suggested a \u201ctwin-engine approach,\u201d in which marketers continue to offer seasoned consumers the traditional cues and detailed information they expect, while also deploying more fun-focused campaigns to draw in younger and less experienced wine drinkers. Creative social media engagement is a powerful tool to reach the younger set, he added, explaining that Gen Z consumers\u2019 purchasing decisions are swayed more by their peers and influencers than by traditional marketing.<\/p>\n

Following the presentations, Southern Glazer\u2019s president, commercial sales Mark Chaplin and EVP, general manager, fine wine Cindy Leonard joined the speakers on stage for a panel that drilled down further on how to build new consumer connections and raise wine\u2019s profile with younger drinkers.<\/p>\n

One way to do that, Leonard noted, is to embrace and promote a wider variety of food pairings for wine, such as sparkling wine and fried chicken or various wine types paired with popular snack foods. Another is by leaning into diverse formats such as low- and no-alcohol wines and wine cocktails, and offering smaller bottle sizes to meet different occasions.<\/p>\n

All of the panelists agreed that tighter collaboration among suppliers, wholesalers, and retailers is essential to refreshing and growing the category. Ted Seburn, vice president of sales at Gallo, highlighted the need for wholesalers and suppliers to be on the same page when it comes to sales plans and strategies, aligning their approach to the consumer all through the pipeline.<\/p>\n

Total\u2019s Colbourn went a step further, calling for all three tiers to commit to marketing wine as a whole and not just individual brands. He cited Total\u2019s participation in \u201cCome Over October\u201d\u2014the campaign launched last fall to encourage gatherings with wine\u2014as an example of an initiative that can pay dividends for the whole category. \u2014Shane English<\/em><\/p>\n

Subscribe to Shanken News Daily\u2019s Email Newsletter, delivered to your inbox each morning.
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Tagged : Southern Glazer’s<\/a>, WineForward<\/a><\/span><\/p>\n

GET YOUR FIRST LOOK AT 2024 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2024 IMPACT DATABANK REPORTS<\/span>. CLICK HERE.<\/a><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"

Southern Glazer\u2019s WineForward Event Focuses On Recruiting New Consumers February 7, 2025 At Southern Glazer\u2019s inaugural WineForward symposium held in Denver on Monday, a key topic was the necessity of cultivating younger consumer demographics and ushering them into the wine category. Several of the speakers at the event noted the urgency to connect with consumers […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12029],"tags":[3171,907,1305,1820,10113,16238,9182],"dealstore":[],"offerexpiration":[],"class_list":["post-74249","post","type-post","status-publish","format-standard","hentry","category-alcohol","tag-beer","tag-business","tag-exclusive","tag-news","tag-research","tag-spirits","tag-wine"],"yoast_head":"\nExclusive news and research on the wine, spirits and beer business - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=74249\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Exclusive news and research on the wine, spirits and beer business - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Southern Glazer\u2019s WineForward Event Focuses On Recruiting New Consumers February 7, 2025 At Southern Glazer\u2019s inaugural WineForward symposium held in Denver on Monday, a key topic was the necessity of cultivating younger consumer demographics and ushering them into the wine category. 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