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