What You Need To Know

When you think of Millennials, wine tasting may not be the first thing that springs to mind. Yet US statistics tell us the millennial demographic will hold the largest share of wine consumption just six years from now. Has the wine industry stayed fresh enough to keep the social media generation entertained? As the pioneers of Chardonnay in South Africa, Louisvale Wines is perfectly placed to take a look.

What do Millennials like about the wine industry?

For many years, wine tasting and wineries suffered from a bit of old-world lag. We were a little dull, and a lot boring. But that’s certainly changed! We at Louisvale even like to claim a little credit, as we shook up the SA wine industry with our innovative Art of Chardonnay. The truth is, innovation and changing experience is built into the wine industry. With different regions, styles and even grape cultivars to experience, it’s easy to explore taste and trend through wine.

A shift from the traditional

That love of variety is what distinguishes the ‘Millennial’ wine drinker from their traditional counterpart. Unlike the generations preceding them, millennials aren’t as enamoured with the physical goods as they are with the experience around them.

What that’s meant for the wine industry is twofold. Firstly, it’s opened up the field for smaller wineries, and even niche ranges from larger brands, to have their day in the sun. No longer do people stick to the same unexciting few picks- it’s now a badge of pride to be able to offer guests something new and innovative. Unusual and unique bottles and brands are to be celebrated, not feared.

Predictability is dead. In its place, you have shifting tastes, but brand loyalty and a willingness to explore and enjoy new, fresh takes on old classics, and even take a risk or two along the way.

Wine conquers social media

The Millennial is also no stranger to social media. While the real test of a wine, of course, lies in its taste, social media offers a fascinating way for wineries, wine tasting rooms and wine labels to expose the public to their exciting tastes regardless of local stocking patterns. In a country like South Africa, it’s a fantastic way to help people learn more about local wines, the Stellenbosch wine route, and so much more.

In short, the rise of the Millennial as the bulk target market has rejuvenated the wine industry in South Africa, while also subtly reshaping it. From loving to come to the source for their favourites, to appreciating a wide range and an interesting selection, the Millennial wine drinker may look a little different from the generations that preceded them- but they’ve also helped shape a rejuvenated future for the wine industry, especially local wines.

Louisvale Wines, as the pioneers of Chardonnay in South Africa, are proud to have a spot in this exciting future – and we hope to see you there too!

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