Millennial Magnetism

Millennial MagnetismMillennials, also known as Gen-Y, are a spontaneous generation, active in hiking, biking and throwing things in bags and heading out for the day.  In order to appeal to this “on the go crowd”, JT Wines created the Flasq wine brand.  Its sleek and sophisticated aluminum bottles gives wine a younger, hipper appeal, stirring the right emotions for this target audience.

The benefit of an aluminum bottle for wine is that it chills 5 times faster than glass wine bottles and stays cold longer.  As marketers and innovators we love claims like this!  Flasq only comes in a half-bottle size, serving two generous glasses of great California wine.  In addition, the bottle is durable and shatterproof and easily handed across the bar.

It may surprise you that Flasq’s biggest competitor is beer, not wine in glass bottles. Defining the competitive set is key to Flasq’s success.  It would be typical for a new wine to compete for market share among traditional wines.  However, Flasq’s positioning as an alternative beverage to beer with the advantages of portability and better cooling, is a good strategy to expand their business and at the same time expand the wine market.

In recent years, many wineries have embraced alternative packaging such as boxes and screw caps to go where glass bottles have not been able to easily go before.

At 80 million strong in the U.S., Millennials are a consumer market force for innovators to focus on today and will be even more important to shaping markets in the future. Flasq wine has a meaningful product advantage as a result of innovative packaging with a meaningful insight and a great brand name that is proving to be a force with Millennials.

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Donna Sturgess is the President and Co-founder of Buyology Inc and former Global Head of Innovation for GlaxoSmithKline. Her latest book is Eyeballs Out: How To Step Into Another World, Discover New Ideas, and Make Your Business Thrive

Donna Sturgess




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