There has been so much published in the media about this issue in the last year, since the last two Silicon Valley Bank reports on the status of the industry. The report is at this link: https://www.svb.com/trends-insights/reports/wine-report. Here is a typical example of media reaction at this link: https://www.nytimes.com/2022/02/07/dining/drinks/wine-millennials.html. There is such a simple answer, but I never see it being discussed in the industry. Yes, it includes advertising, but not in the way you might think.
Cultural Component of Wine Consumption
In many European countries, wine is thought of as a companion to food, not typically to be drunk as a cocktail on its own. This common viewpoint in many countries places wine on the dinner table to act as a flavor enhancer, much the same way as seasonings, or sauces would be viewed. It is a cultural concept. I did not grow up thinking of wine this way. It was a learned behavior for me, after I was introduced to fine wines and cuisine TOGETHER. The question is: how could you change cultural norms to include this thinking? NOT, how does the industry convince Millennials to drink more wine…
The Answer Is a Focus on Food
This does not seem intuitive, unless you dive into the European fine dining concept a little more deeply. Many countries take pride in and raise their children to think of natural local foods and the local culinary tradition as a part of their identity. I am not suggesting this should be the goal here, but it does give you an insight into how this wine pairing tradition could begin in the U.S. Investing money in a media campaign would be critical, but not to simply advertise wine, strangely… the media content would need to be focused on how the wine enhances the FOOD experience. Currently in the U.S., younger generations view wine more as a “cocktail” to be drunk on its own. With this viewpoint, wine is a poor value compared to Beer, Cider, Hard Seltzers and Spirits/Cocktails. A perception that could have a huge affect on future demand and ultimately wine production. It is all a matter of changing perceptions…
Famous Chefs as Spokespersons for Wine?
I am not an advertising exec, but it seems fairly clear. Think of it this way: a professional chef would never be trained without a wine pairing education. The wine industry must begin creating marketing content around cuisine, with the appropriate accompanying wine. Pay famous Chefs from the Food Channel to be out front, not winemakers. Have them talk about their favorite wine-food pairings and why. I am sure other creatives would have even more engaging ideas for marketing using this theme.
Could Culinary be the Savior of the Wine Industry?
I am no genius. Who knows? It might work. I would think the industry would not find it too difficult to fund a marketing board that could tackle such a large ad campaign… IF it was viewed as important enough to influence wine consumption trends in the U.S. I am curious, can anyone else out there see the merit in this idea?