Debate

Earlier this week The Buyer reported on new research released by CGA Peach on the importance for the on-trade to find ways to successfully target and engage with millennials. It drew this impassioned response from leading trade figure, Joe Fattorini, one of the hosts of ITV’s The Wine Show, who believes by focusing on millennials we are dangerously ignoring far more important and enthusiastic consumers from older age groups.

Properly understanding whom to adress is a key element of a good marketing mix. Definning the "bull's eye" of our target group will define the style and tone of the communication and the conversation we will have with our consumers. When it comes to wine, there is a debate about whether we should adress existing or new consumers. As a consultant to Swiss Wine Promotion I defend the idea that new consumers are an essential target and here is why.