“We knew younger consumers on social media were the №1 group drinking wine, but they couldn’t cite a brand.”

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(August 2019)

The headline appeared on June 28 on Bloomberg.com1. The article adds: “The world’s biggest brewer is betting on a wine brand that made its name on social media”, and all the way down, a quote from the Fat Jewish2: “We knew [younger consumers on social media] were the №1 group drinking wine, but they couldn’t cite a brand,” Ostrovsky said in an interview. “We wanted to be the Bud Light of wine.” [note: Ostrovsky is the Fat Jewish, cofounder of Babe with David Oliver Cohen and Tanner Cohen.]

I used that article to kick-off my class this semester (Cross-Platform Design) using wine to track the evolution of marketing. In it, I include a timeline highlighting historical context and the design and marketing strategies that were (and are) used in response to bring the drink to market. It’s all summarized in the diagram below.

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If you, like me, are into dissecting the past to understand the present, see my other posts on relationship design and check back to read my post on ‘Inclusive Business’, coming soon.

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Design Executive, Startup Mentor, Professor

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