Can Gamification and Humor Save the Wine Industry?

In recent times, the wine industry has faced a variety of challenges. From shrinking vineyard areas to the pressures of health lobbyists and young people's preference for beverages other than wine, the landscape can seem bleak. Yet, two initiatives are aiming to reignite interest in wine and generate positive energy around the sector.

Honore Comfort, Vice President of International Marketing at the Wine Institute of California, acknowledges the current issues can't be ignored. "For various reasons, this audience risks not engaging with wine or staying loyal to it as previous generations did," she states. With this understanding, the Wine Institute has crafted a strategic action plan.

According to Comfort, by the end of last year, it became clear that the global wine industry was facing difficulties, leading to a significant slowdown in sales. By January 2024, the Wine Institute had already mobilized its efforts, focusing on 'zillennials' — younger Millennials and those in Generation Z who are of legal drinking age in the United States.

These young people face considerable financial pressure and have a unique relationship with technology. The institute has invested substantial resources, including hiring brand strategist Mark Barden, founder of the agency eatbigfish, which specializes in emerging brands.

Qualitative Research and Discoveries

The Wine Institute also conducted qualitative research with Paul Peterson of CoinJar Insights & Strategy, who examines how young consumers interact with each other and with digital technology. They interviewed 42 young individuals, divided between those who already consume wine and those who drink alcohol but not wine, or who have stopped drinking it altogether.

"Something surprising is that, theoretically, this group is very open to wine, but they are too preoccupied with life's daily challenges," Comfort notes. However, several key insights emerged. This group values openness, inclusivity, and connection with others. Additionally, they strive to perform at their best, which often means avoiding alcohol.

One recurring complaint is that wine is too complicated, a problem that has persisted for decades. Comfort suggests gamification could be a solution. The research participants indicated that, while the world is complicated and overwhelming, they also want to have fun and succeed. Therefore, games and humor are important.

There is a precedent in fine wine, where individuals aged 28 to 40 are entering this market thanks to trading apps that make everything more transparent and fun.

In March 2024, an article in the San Francisco Chronicle about influencer Warner Boin Dowlearn revealed that many young people believe alcohol is literally poison. While this also surfaced in the institute's research, it was found that young people consider wine a more moderate choice.

A Second Initiative

In January 2024, renowned wine writer Karen MacNeil published a video on Instagram titled "Why I Hate Dry January," criticizing this annual practice. The video sparked widespread response and led MacNeil to propose the campaign Come Over October, encouraging people to share wine with friends and family.

With the help of Gino Colangelo and Kimberley Noelle Charles, she founded COME TOGETHER—A Community For Wine LLC, aiming to promote positive and inclusive information about wine and its historical role as a communal beverage. The website comeoveroctober.com will list events and promotions, offering downloadable resources for any industry member.

Both initiatives reflect a concerted effort to rejuvenate interest in wine among younger generations, aligning with their values and lifestyles. Through creative campaigns and an inclusive approach, the wine industry in the United States is striving to create a brighter future and connect authentically with new consumers.

As these initiatives take shape, it's clear that the wine industry is not just reacting to challenges but proactively seeking innovative ways to engage a new generation. With a blend of tradition and modernity, wine may well find its place in the hearts of young people, offering them not just a drink, but an experience to be shared and cherished.