Unique Wine Marketing Strategies
Mu 2023, kugulitsa vinyo kudatsika ndi 4.5%, kuwonetsa kuchepa kwakumwa pafupipafupi pakati pa mabanja aku America. Ngakhale akuluakulu azaka zapakati pa 60-70 awonjezera kumwa vinyo, chiwerengerochi chokha sichokwanira kuti makampani apitirize kukhazikika kwa nthawi yaitali.
Malinga ndi 2024 State of the US Wine Industry Report kuchokera ku Silicon Valley Bank, akuluakulu azaka zapakati pa 60-70 ndi omwe amawononga kwambiri vinyo, ndipo ndalama zomwe amawononga zikukwera pang'onopang'ono m'zaka khumi zapitazi, ngakhale zitachepa pang'ono mu 2020. okalamba (Gen Z), atha. Mbadwo wachichepere umenewu sumangomwa vinyo wocheperako komanso umakonda zakumwa zina zoledzeretsa.
Zovuta Zamakampani
Opanga vinyo ena akukulitsa chidwi chawo pakukweza mbiri ya madera a vinyo, makamaka pamene opanga vinyo alibe zida zopangira mtundu wawo. Kafukufuku wamatchulidwe a vinyo aku Italy akuwonetsa kuti mavinyo ochokera kumadera odziwika bwino monga Brunello di Montalcino ndi Barolo amalamula kuti mtengo wake ukhale wofunika kwambiri—+118% ndi +57%, motsatana. Komabe, si onse otchulidwa amasangalala ndi mtengo wabwino; ena amakumana ndi zoyipa chifukwa cha kusokonekera kwa msika kuchokera pakuchulukira kwamatchulidwe. Kutsatsa kothandiza potengera mbiri ya anthu onse kumakhala kosunthika ndipo kumafuna kusintha kosalekeza kuti mukhale ogwirizana ndi momwe msika ukuyendera komanso malingaliro a ogula.
Kutsata Gen Z: Njira Yopita Patsogolo
Vuto lalikulu la opanga vinyo ndikumvetsetsa chifukwa chake Gen Z ikuwonetsa chidwi chochepa ndi vinyo poyerekeza ndi anthu ena ndikupanga njira zophatikizira omvera achichepere kuti akule komanso kufunikira kwake. Gen Z, ndi zizolowezi zawo zamadyedwe, mayendedwe, komanso kuchulukirachulukira kwachuma, zimapereka mwayi waukulu kwa opanga vinyo.
Landirani Kupulumutsidwa Kwa Digital **
Gen Z ndi waluso pa digito, kupanga malo ochezera a pa Intaneti, olimbikitsa, ndi zida zapaintaneti zofunika kuchitapo kanthu. Mavinyo amatha kupanga njira zotsatsira zomwe zimagwirizana ndi machitidwe a digito a Gen Z, kutsindika za vinyo wocheperako komanso zosankha zachilengedwe kapena zachilengedwe zomwe zimakopa malingaliro awo osamala zaumoyo.
Yang'anani Udindo Wachilengedwe Pazachilengedwe ndi Pagulu**
Kuyang'ana chilengedwe ndi chikhalidwe cha anthu kumagwirizana kwambiri ndi opanga vinyo a Gen Z. omwe amalimbikitsa kukhazikika, makhalidwe abwino, ndi njira zopangira zowonekera zikhoza kukopa anthuwa. Kupanga zochitika zapadera, zosaiŵalika-monga zokometsera zokhazokha kapena zochitika zina-zingathenso kukopa chidwi chawo chokhudzana ndi chikhalidwe cha anthu komanso zomwe akukumana nazo kusiyana ndi umwini wazinthu.
Sinthani ndi Kusintha
Kukonda kwa Gen Z kwa zokometsera zolimba komanso zosiyanasiyana nthawi zambiri zimawatsogolera kupanga ma cocktails, zokometsera zolimba, ndi mizimu yokometsera m'malo mwa vinyo wachikhalidwe. Kuti akope chidwi chawo, opanga vinyo ayenera kuganizira za njira zatsopano monga zophatikizira zocheperako, mgwirizano ndi sommeliers, mixologists, ndi ophika, ndikusintha zinthu kuti zigwirizane ndi mawonekedwe amakono monga zitini kapena ma cocktails okonzeka kumwa vinyo.
Kupereka njira zolowera kapena zotsika mtengo kungapangitsenso kuti vinyo azipezeka kwa ogula achichepere omwe amakhudzidwa ndi mtengo..
Engaging Gen Z: Njira Zothandiza
Kuti agwirizane bwino ndi Gen Z, opanga vinyo ayenera kuyang'ana kwambiri pakutsitsimutsa chithunzi cha mtunduwo kuphatikiza kukonzanso zoyikapo, kukulitsa zomwe zili pa TV, komanso mgwirizano ndi opanga zovala, malo ochitira masewera olimbitsa thupi, opanga makanema / makanema - zonse ndi cholinga chokopa omvera achichepere. .
Khazikitsani zochitika zamagulu ndi zochitika zenizeni zomwe zimasokoneza vinyo ndikupangitsa kuti anthu azifikirika. Izi zingaphatikizepo zokometsera, vinyo ndi chakudya, kapena mgwirizano ndi nyimbo ndi zikondwerero zaluso.
Zochita zotsatsa ziyenera kuwonetsa zowona, kuwonekera, ndi chilungamo pagulu powonetsa mikhalidwe yosiyanasiyana pakati pa mamembala ndi anzawo.
Pamene Gen Z ikukula ndikupeza mphamvu zambiri zogulira, chikoka chawo pamsika wa vinyo chidzakula. Pomvetsetsa ndi kuthana ndi zomwe amakonda komanso zomwe amakonda, ma wineries amatha kupanga kulumikizana mwamphamvu ndi m'badwo wotsatira wa ogula. Kuvomereza zatsopano, kukhazikika, komanso kuchitapo kanthu pa digito kudzakhala kofunikira pakuwonetsetsa kuti vinyo amakhalabe wofunikira komanso wokopa pazokonda zomwe zasintha za Gen Z.
“Vinyo sichakumwa chabe; ndi nkhani, chikhalidwe, ndi zochitika. Kuti tigwirizane ndi m'badwo wotsatira, tiyenera kusintha ndikusintha, kupangitsa kuti vinyo azitha kupezeka komanso kukhala wogwirizana ndi dziko lawo. ” - Eric Asimov vinyo waku America komanso wotsutsa chakudya ku New York Times.
© Dr. Elinor Garely. Nkhani yakulemba, kuphatikiza zithunzi, sizingatengeredwe popanda chilolezo cholemba kuchokera kwa wolemba.
