Generation Z are investigative consumers who want to be captivated by flavour and authenticity, all while valuing people and the planet. Here’s how Argentine wine answers their needs. If there was ever a demographic that was more tuned in to what Argentine wine has to offer, it’s Generation Z. Known for their conscientious relationship with drink, with their preferences being based on lifestyle choices and values as much as brand identities speaking to them. How do you make Gen Z consumers lean in? You listen to them. Speaking to db, Lorena Mulet, the winemaker at Bodega Cruzat, describes the draw that Gen Z presents, but points out that they want to know everything about the brands they love, but when they find something they do like, they’re very loyal. Mullet explains: “Generation Z are very curious individuals who research, read, and investigate. They are increasingly committed.” What are they looking for from a wine? What attracts them? To begin, the design and brand identity has to appeal, but also the price point too. Lis Clément, director at Clément Winery and Vineyards admits Gen Z are attracted to wines that have a captivating brand identity and says this can mean anything from “striking labels and vibrant branding” right through to “packaging that stands out in social gatherings and also makes a stunning gift”. Essentially, having an identity that is its own is fundamental. But Clément advises that people need to “find a perfect balance in pricing to make it accessible to
This Article was originally published on The Drink Business - Wine
