Unique Wine Marketing Strategies
Muna 2023, kutengeswa kwewaini kwakadzikira ne4.5%, zvichiratidza maitiro akakura ekudzikira kunwiwa nguva dzose pakati pemhuri dzeAmerica. Nepo vanhu vakuru vane makore makumi matanhatu kusvika makumi manomwe vakawedzera manwiro avo ewaini, iyi huwandu hwevanhu chete haina kukwana kuchengetedza indasitiri yekugara kwenguva refu.
Maererano 2024 State of the US Wine Industry Report kubva kuSilicon Valley Bank, vanhu vakuru vane makore 60-70 ndivo vanonyanya kushandisa waini, neavhareji yekushandisa kwavo iri kukwira zvishoma mumakore gumi apfuura, kunyangwe kunyura kwenguva pfupi muna 2020. Ukuwo, kunwiwa kwewaini pakati pemamwe mapoka ezera, kunyanya 21-30-year- chembere (Gen Z), yadzikira. Ichi chizvarwa chechiduku hachingonwi waini shoma chete asiwo chinofarira zvimwe zvinwiwa zvinodhaka.
Matambudziko Maindasitiri
Vamwe vagadziri vewaini vari kuwedzera kutarisa kwavo mukusimudzira mukurumbira wakaungana wenzvimbo dzewaini, kunyanya kana vagadziri vega voga vasina zviwanikwa zvekumisa yavo brand. Tsvagiridzo mumazita ewaini yekuItaly inoratidza kuti mawaini anobva kumatunhu ane mukurumbira seBrunello di Montalcino neBarolo anoraira maprimiyamu akakosha emitengo—+118% uye +57%, zvichiteerana. Zvisinei, haasi mazita ose anonakidzwa nemutengo wakanaka wepamusoro; vamwe vanotarisana nemhedzisiro yakaipa nekuda kwekuvhiringidzika kwemusika kubva mukuwedzeredza kwemazita. Kushambadzira kunobudirira kwakavakirwa pamukurumbira wakaungana kune simba uye kunoda kugadziridzwa nguva dzose kuti ugare uchienderana nemamiriro emusika ari kubuda uye maonero evatengi.
Kunanga Gen Z: Nzira Inoenda Mberi
Dambudziko riri kudzvanya revanodyira waini nderokunzwisisa kuti nei Gen Z ichiratidza kufarira kushoma muwaini kana ichienzaniswa nedzimwe huwandu hwevanhu uye kuronga nzira dzekuita vateereri vadiki kuti vakure uye kukosha kweramangwana. Gen Z, nemaitiro avo akasiyana ekushandisa, hunhu, uye kuwedzera kwehupfumi, inopa mukana wakakosha kune vanogadzira waini.
Gamuchira Digital Savviness **
Gen Z ine hunyanzvi hwedhijitari, inogadzira masocial media mapuratifomu, vanofurira, uye zvepamhepo zvemukati maturusi akakosha ekuita. Wineries inogona kugadzira nzira dzekushambadzira dzakanangwa dzinoenderana neGen Z's dijitari maitiro, ichisimbisa yakaderera doro zvemukati waini uye dzechisikigo kana organic sarudzo dzinofadza kune yavo yehutano-inoziva pfungwa.
Koshesa Basa Rezvakatipoteredza uye Zvemagariro**
Basa rezvakatipoteredza nemagariro rinoenderana zvikuru nevagadziri veGen Z. Wine vanorwira kuchengetedzwa, tsika, uye nzira dzekugadzira dziri pachena dzinogona kukwezva vanhu ava. Kugadzira zviitiko zvakasarudzika, zvisingakanganwiki-sekuravira kwakasarudzika kana zviitiko zvinodyidzana-zvinogona zvakare kukwezva kukuda kwavo kwehukama hwemagariro uye zviitiko pamusoro pekungove muridzi wechigadzirwa.
Shandura uye Gadzirisa
Sarudzo yaGen Z yemhando dzakashinga uye dzakasiyana-siyana dzinowanzovatungamira kumabikirwo ekubika, zvakaoma seltzers, uye mweya ine flavour pane waini yechinyakare. Kuti vatore kufarira kwavo, vanogadzira waini vanofanirwa kufunga nezvemaitiro matsva akadai seashoma-edhisheni musanganiswa, kushandira pamwe ne sommeliers, mixologists, uye mashefu, uye kugadzirisa zvigadzirwa kuti zvienderane nemafomu emazuva ano semagaba kana akagadzirira-kunwa waini cocktails.
Kupa yekupinda-level kana inokwanisika sarudzo inogonawo kuita kuti waini iwanikwe kune vatengi vadiki vane mutengo..
Kuita Gen Z: Anoshanda Strategies
Kuti vabatane neGen Z zvinobudirira, vanogadzira waini vanofanirwa kutarisa pakuzorodza mufananidzo wemhando kusanganisira kugadzirisazve kurongedza, kusimudzira zvemukati zvenhau, uye kushandira pamwe nevagadziri vezvipfeko, konzati nenzvimbo dzenhandare, vanogadzira mafirimu/vhidhiyo - zvese nechinangwa chekukwezva vateereri vadiki. .
Gadzira zviitiko zvekugarisana uye zviitiko zvinosvibisa waini uye kuita kuti ive inotaurika. Izvi zvinogona kusanganisira kuravira kunopindirana, waini uye kubatanidzwa kwechikafu, kana kubatana nemimhanzi nemitambo yehunyanzvi.
Kuedza kwekushambadzira kunofanirwa kuratidza kukosha kwechokwadi, pachena, uye kururamisira munharaunda nekuratidzira kwakasiyana kwakasiyana pakati penhengo dzechikwata nevadyidzani.
Sezvo Gen Z inokura uye kuwana simba rekutenga rakawanda, simba ravo pamusika wewaini rinokura. Nekunzwisisa uye kugadzirisa zvavanoda uye kukosha, wineries inogona kugadzira hukama hwakasimba nechizvarwa chinotevera chevatengi. Kumbundikira hunyanzvi, kusimba, uye kuita kwedhijitari kuchave kwakakosha pakuona kuti waini inoramba yakakosha uye ichikwezva kune zvinobuda zvinoravira zveGen Z.
“Waini haizi chinwiwa bedzi; inyaya, tsika, uye chiitiko. Kuita chizvarwa chinotevera, tinofanira kuchinjika uye kushanduka, tichiita kuti waini iwanikwe uye inoenderana nenyika yavo. " -Eric Asimov waini yekuAmerica uye anotsoropodza chikafu cheThe New York Times.
© Dr. Elinor Garely. Ichi chinyorwa chekopirisita, kusanganisira mapikicha, chingangodaro chichiburitswa pasina mvumo yakanyorwa kubva kumunyori
