Crafting a Brand for Millennials w/ Ben Matthews, Terratorium Wines

Combining a passion for wine with a background in marketing to Millennials from Proctor and Gamble, Ben Matthews launched Terratorium Wines. Building a brand for Millennials has led to creating target personas, packaging elements that lead to more transparency, and pricing to create a fine wine entry point. Hear about how Terratorium is creating brand alignment with its Millennial customers.  Support the show on Patreon. Detailed Show Notes: Millennial purchase driversWant straightforward, more “natural,” less manufactured products - concern for clean ingredients for products that are “in you,” “on you,” or “around you”Want alignment on brand values, it’s more than just economicsLike transparency for the manufacturing processNot as price-sensitive as people think they areWant to support brands you’re proud to tell your friends about, which increases the word of mouth velocity, e.g., Tom’s Shoe’s “Buy 1, Give 1” Need the right price point (there’s a ceiling for Millennials) - ~$25-low $40s for a single vineyard, craft wine; the market entry point for fine wineMillennials are now 50% of parents, which is influencing buying practices, sustainability becoming more importantDeveloped personas for their target consumers - “who is my who?”Came up with fictitious characters - “Jake” and “Meaghan”Average older millennial professionalsCreates a brand lens for wine style, packaging, varietal selection, etc...Terratorium varietals Try to bring in not quite mainstream varieties Millennials like learning about thingsPackaging - P&G says it’s “the 1st moment of truth” - need to capture the eyeFront label abstract graphic to visualize tasting notes, colors represent flavors that correlate to tasting icons on the backBack labelTasting icons on what the tastes of the wine areRegional / vineyard information (new) - more hooks to remember the region (e.g. - soil types, climate)QR code for the website - will be more targeted in the futureThe Instagram handle on the back label - try to drive more trafficIn the future - will have ingredients, nutritional information on the websiteWinemaking for Millennials They like lower abv, fresher wines vs. heavier, oaky, more savory beveragesWine Clubs likely to remain a viable system w/ Millennials, like regular shipments, discounts, and some form of communityBuilding awareness through marketingActive on social media - Instagram, Facebook, YouTube are the main channels for the older MillennialsPartnerships with adjacent categories (e.g., nutritionists, health-conscious proponents)More in-person events in core markets - create more word of mouth presence, can’t replicate the in-person tasting experiencePodcasts - saw some sales from the Inside Winemaking connection Hosted on Acast. See acast.com/privacy for more information.