Australian Vintage Limited (AVL) has set its sights on the Gen Y market, following the launch of YOU Wines.
The wine range, including a pinot grigio, chardonnay, shiraz and a cabernet sauvignon, was developed after 15 months of research into generational aspirations, resulting in the creation of a wine brand designed entirely for the digital generation.
AVL Marketing Manager Scott Burton said the wine industry had not targeted the Gen Y demographic correctly, which prompted AVL to spot a gap in the market.
He said studies showed that for drinkers aged 21 to 39 years, less than 30 per cent choose wine.
“So, in essence, more than 70 per cent of this generation have no relationship with wine whatsoever,” he said. “That’s an opportunity missed.
“The wine industry has continued to engage Gen Y with the wrong emotional messages – squandering a commercial opportunity by not addressing the ways this generation is different.
“We believe that YOU Wines will have a real and meaningful relationship with this generation that has to date been absent from the category.”
AVL General Manager Cameron Ferguson says the launch of YOU Wines is a result of the company’s deepening understanding of consumer behaviour and segmentation.
“It’s fair to say that the wine category has to date failed to take advantage of its natural fit with Gen Y consumers, lagging behind the beer, cider and RTD categories,” he said. “We recognised this market gap, and set about creating a brand from the bottom up that is backed by solid consumer research and insights.”
The launch will be supported by an in-store and online campaign, which includes an interactive personality quiz on www.youwines.com.au to discover ‘who are you?’
The YOU range is available now through Dan Murphy’s with an RRP of $12.99.
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