“Make sure you get my wine in the picture!”
A slightly in-depth look at how two young companies are killing the social media game.
During a recent text conversation with an old friend where we caught up after having not been able to chat for a few weeks, we started to discuss our free time and how we like to spend it. Her answer to the simple question of “What have you been up to?” not only made me laugh but also completely defined the Millennial generation. She said, “Oh you know, living that Beyonce-life on that entry-level budget! Have you heard the new Frank Ocean album?! [fire emoji, fire emoji, fire emoji]” (Claudia Wilson, 25, self-proclaimed lush.) Little did my friend know that she is exactly the current target market of many winemakers across the United States because of that “entry-level budget.”
Since 2012, research in wine sales have shown that Millennials have contributed to 25% of sales in the US and they account for 20% of sales, globally (via Jezebel.) In laymen’s terms, Millennials love wine like Kanye loves Kanye. With a population of 62 million that are of legal drinking age, wine is reminiscent of social media; (for most of them) that bottle of wine is meant for sharing just like the photos that we take and thoughts that we have everyday (via The Huffington Post.) When it comes to identifying target markets and creating a marketing strategy in accordance, it was a no-brainer for two US wine companies. Union Wine Company and Pinot by Tituss, two fairly new winemakers in the US are utilizing social media to its absolute fullest.
Union Wine Company is a US winery based out of Oregon where the climate for growing grapes is ideal and the industry can be described as “pretentious” or “too expensive.” However, that is exactly what the winemakers like about their new project: changing the opinions of their consumers. Owner and winemaker, Ryan Harms is no stranger to the wine industry in Oregon and couldn’t wait to start something that he could call his own. With this new endeavor, he also wanted to change the preconceived notions of the wine industry by creating a space for consumers, where wine is accessible and not necessarily synonymous with the word “pricey.” Their lowest tier of wine, Underwood, is priced at around $14–15 per bottle.
Through Union Wine Company’s marketing efforts, they have proven to be a respected brand among the Millennials. Their Instagram account (@unionwinecompany) is seen as not just a platform for advertising their products but also an inspirational lifestyle blog where consumers can relate directly to what they’re seeing on the curated account. Beach hangs, food truck eats, and chill vibes are paired perfectly with their no-frills branding, product partnerships, and approachable demeanor.
Union Wine Company took their concept of approachable wine one step further by implementing their #pinkiesdown hashtag campaign where they encourage their market to put down the wine glass and pick up the… can? That’s right, folks. Wine in a can. Just over two glasses, to be exact. What a time to be alive. As a leader in the wine industry in terms of alternative packaging, #pinkiesdown is a way for Union Wine Company to break further into the market by humanizing and giving youth to a product that has normally been marketed towards a much older crowd. Not only does a canned wine create opportunity for wine to become part of the picture where beer is generally the norm; it also creates opportunity for increased sustainability. Although Union’s canned wine packages are more expensive than a regular bottle, Millennials and alike are not concerned. In a 2014 study, 3 out of 4 respondents from Generation Z (the next generation of legal drinkers) were found to be willing to pay extra for sustainable offerings (via Nielson.) Furthermore, private research done by Union Wine Company explained that aluminum cans are the most recycled materials on the planet. Win, win.
While targeting Millennials clearly has its benefits in the wine industry, Tituss Burgess rightfully has his aim set on a smaller but still equally influential market; the LGBT community. Burgess, a seasoned actor on the Broadway stage and a recent star on TV, has used his increased fame as “Titus Andromedon” from Netflix Original’s Unbreakable Kimmy Schmidt to leverage his way into the wine industry. Based off of a parody song from the comedy program, “Peeno Noir” (check it out here,) Pinot by Tituss is the brand extension of Burgess’ character from the show. As a proud member of the LGBT community, Burgess has found avenues to empower the community, and also get them wine-drunk. He uses both his personal social media platform (@titusssawthis) as well as a Pinot By Tituss account (@pbtbwine) to spread information about his products.
Through each of these platforms, Burgess creates completely original content of Instagram videos and branded images from the products graphic advertising campaign. In these videos, we mostly see “Sommelier Tess,” an alter ego of Tituss’. She explains how wonderful the wine is, informs the watchers of the marketing and promotional events the wine will be featured at, and brings it all home by reminding the viewers to binge-watch Unbreakable Kimmy Schmidt. All done through comedy, Pinot by Tituss is another example of a wine brand that brings the product back to earth and allows for consumers to simply enjoy a glass of wine without the fuss of being an expert in the subject. In an interview with People Magazine, Burgess said, “Wine is sort of an elitist sport. It’s a very tricky, small community to get into and have people to take you seriously. My goal is not to become a wine that is respected by the world’s top sommeliers. What I care about is community and the wine being a tool, a conduit for bringing people together” (via People Magazine.)
Another effort in social media awareness from Pinot by Tituss is his commitment to his close followers of the LBGT community. In light of recent events at Pulse Orlando, a gay nightclub, Pinot by Tituss debuted two extension lines called “Rose Pride” and “Pinot Pride.” With rainbow letters on the bottle labels, Pinot by Titus hosted a three-day “Taste of Tituss Pride” tour where 100% of the proceeds from sales were donated to the victims and their families of the shooting. Millennials in 2016 are likely to support a product either created or endorsed by a celebrity, but they are more likely to support and purchase a product that is created or endorsed by a celebrity whom are doing so with a larger socially conscious agenda at-hand. Not to mention the disposable income of the LGBT community is higher, on average, than that of someone who does not directly recognize with the LGBT community (via CNN Money.) Through social media, Pinot by Tituss has gained popularity with both the Millennial crowd, the LGBT crowd, and any overlapping crowds thereof. The brand has allowed itself to be transparent, vulnerable, comedic, and has humanized the wine industry. With higher prices than a normal bottle of wine on the Millennial grocery list, Pinot by Tituss brands itself as accessible to consumer by this humanization marketing method.
Products that encourage and enhance social experiences made by companies that are socially aware have become desirable by this already large — and still growing — community of buyers. The marketing efforts through social media by these two companies are on point with how Millennials look at a product and make a decision. They’ve created campaigns that are not only relatable, but campaigns that differentiate themselves from other “stuffy” competitors. In conclusion, as Queen Bey once sang, “Who buy the wine? Millennials!” At least thats what I think she sang?
Disclaimer: I may or may not have had a glass of wine while writing this.
This post was created as part of the Global Luxury Management Program at the NC State Poole College of Management. All thoughts and opinions are my own.
