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Feature Article

Virtual Sip Millennial marketing

No, this is not Courtney Cochran but another astute Millennial who has one hand on the wine glass and another on her computer.

America (Country Appellation)

The Millennial Dance: How Wineries Connect with a New Generation

by Courtney Cochran
June 23, 2009

Although Boomers are still the bread and butter of the wine buying market, Millennials are the next big thing, and they’re coming on strong. And unlike Mel Gibson’s character in What Women Want, you don’t need to hear their thoughts to divine this basic truth.


DropCap AS a 30-year-old sommelier and owner of HIP TASTES Events®, I field this question constantly. I’ve spoken on panels about it and written extensively on the topic. And while I can hardly speak definitively on the needs and desires of an entire generation simply because I’m one of their ilk, I can throw into the ring what I feel are some halfway decent ideas about what they want from wine, based on personal experiences, winemaker input and some top notch research. (For those of you who are still cloudy about who the “Millennials”are: they are Americans who’ve turned 21 after the turn of the new Millennium)

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