This winemaker has discovered the secret to getting Gen Y to drink its wine
For more than a year Australian Vintage Limited (AVL), Australia’s fourth largest wine producer, worked with psychologists to create a wine brand that would entice Gen Y, specifically based on their wants and needs. The product of the collaboration? YOU Wines. With 18-34 year olds representing 17 per cent of total wine consumers, an industry that is worth $4.1 billion annually, AVL sought to seize a market that before now has “failed to take advantage of its natural fit with Gen Y consumers,” according to AVL general manager Cameron Ferguson.