You're watching...
Food & Wine magazine executive wine editor Ray Isle weighs in on wine companies’ new marketing strategies.
Also in this playlist...
Auto-advance: ON
Auto-advance
This transcript is automatically generated
Why companies are trying to -- the next generation of consumers and they are adjusting their marketing strategy going after very -- each group's.
Since women make up the majority of wine drinkers and buyers more these companies are looking to this demographic at a smaller untapped market with and it.
Moms food and wine magazine's executive Whyte editor -- I'll.
Joins me out today explain you know loses big time magazine article basically it was called mother's little -- -- it's talking about -- -- argument.
-- alcohol talking about the trend of women having you know -- to play dates wind it you know but dinner parties with the kids running rounds on and it's.
You know it's interesting it's it spinning.
It's a huge you know segment of the population -- -- in 2008 census I think it's 83 million moms are out there and the wind -- wind has never been marketed.
That way before.
-- some people don't like the idea some people do but regardless it's it is successful let's just.
Okay but -- a brand perspective though something called mommy Jesus.
Look at bottled up in front of a weakness that only work -- -- -- well I mean money is slowly started.
Started in 2010 with 500 cases they're up to 101000 cases this year 2012 and they're still growing so I mean.
Success in some ways in the numbers.
And I think you know it's it's an interesting -- -- was started by a woman in the wind industry who has kids and her kids referred to you know the winds yet as -- -- and so there's.
There's some legitimacy behind the story that goes with -- and and that may help it move along to.
About a dozen minutemen group also got a -- -- to saint Michelle traditional wine traditional you know -- you know into the lot of wine snobs out there that are going to be offended yet I have no idea.
Lot of aren't gonna buy non agency I mean I'm not gonna buy oranges amount of -- com.
But -- Michelle has this advertising campaign that they've started specifically aimed at women that's in -- and it's not in this or wind -- -- in things like Better Homes and Gardens that.
It takes a -- for both kind of folk refrigerator magnets it's like me plus my chateau equals happiness and and that's another version of the same kind of market.
Do you think this is crucial for companies because if you look look like a DI GO Constellation Brands -- Munis stocks perform -- a business number.
These stocks have been going to the rip idol Elvis because more mothers are drinking what I've seen others it's got some it's also a lot of mark.
-- deals found you know -- -- and everybody's trying to nail that segment and that's what for instance would this be wind be flirting with Scott O'Keefe and if they're unhappy and reselling that's it says treasury wine -- number two you know basic 32 biggest -- -- -- -- it's been success was 250000 cases this year and it's and it's specifically aimed to millennial women.
I don't want -- -- men out of this.
And if I think right just declare this is called sledge -- this is markets isn't final it's marketed to men.
Men men in their like late twenties early thirties and it's you know as head this got tag lines like in a sledgehammer doesn't -- skinny jeans -- sledge -- doesn't give up about -- new app.
I think and it's working until it's going you know essentially 5000 cases and at this year.
I have to say I mean I don't have kids blunt reference to do have kids -- A lot more than I -- -- I think that these companies like beyond this I think 640000.
Subscribers to Facebook's moms who need -- pay rent paid.
Yes -- Hey does this is stressful having kids sometimes and the president apparently occasionally you know glass -- -- -- -- they didn't do it right.
Obviously not right idol thank you very much Reagan to have links thanks incorporated are right and governing -- capital -- -- named sledge -- sounds like a -- --
