Where should you spend your marketing dollars?

Well, it depends on who your target market is. Our data would tell you to spend it evenly, if you want to reach the three primary groups.

In 2020, Millennials surpassed Gen X and Boomers to become the largest buyers of alcohol direct-to-consumer (DTC). They continue to hold the top spot into 2022.

Growth in Millennial spend came from increases in club signups, average order values, and purchasing of non-wine items (cider, mead, and spirits).

The DTC industry successfully reached Millennials during the pandemic, but now the goal should be retention. Discounted shipping, alternative packaging, and club customization are all places we’ve seen success so far.

The information you may have previously seen on this topic often had a west coast, specifically Napa Valley, skew. However, Vinoshipper data is actual transactions from 2,600+ producers selling wine, cider, mead, & spirits across 40+ states, thus offering insight on a national level.

What does this mean for producers? Millennials, Gen X, and Boomers, are much closer in total spend on a national level than previously believed. Attention should be applied equally to the three major age cohorts with an eye on the growing Gen Z. How you interact with these age cohorts however, is where the individual challenge lies.