Lindeman’s woos Gen Y men with its Gentleman’s Collection

Lindeman’s is the latest wine brand to embrace millennial drinkers, especially males, who are under-represented in wine sales compared to beer or cider, with the launch of a new product called the Gentleman’s Collection that will hopefully introduce the 172-year-old brand to a new generation of drinkers. It follows on the footsteps of McGuigan, which recently pitched its own generation Y brand called You, with other winemakers set to follow as they attempt to pick up new drinkers and tempt younger consumers away from rival drinks.