Here’s why this brand spent six years working out how to get Gen Y to drink its wine

Gen Y is the most studied demographic in history. It’s a unique generation not just as individuals, but also as consumers. They are the first group of people to have grown up with, and captured the power of the internet and technologies such as smartphones and social media. With this in mind, Love & Wine directors Brian and Evan Mitchell made a conscious effort to study what Gen Y looks for and needs from a brand when creating YOU Wines.