Joshua Bentley’s Post

Lots of conversations in the wine marketplace about Millenials and Gen Z, or as some call them Zillenials, and how they need to be the focus of our marketing efforts. “They don’t drink wine” or there’s too many options, list the obstacles here. The good news is they do exist! All 50 of these guests fall into this desired generational category, some belong to wine clubs (the 23 year old I talked to said he has three and his parents belong to a bunch). I observed their curiosity and interest in asking thoughtful questions. They arrived through a corporate networking group, they’re all in technology professionally, and it’s empirically obvious the group is diverse. Data told me none of this. Now the question is… how do you get them to purchase, will they tell a friend, and will they come back? I feel like there’s hope. lots of grey hairs evaluating a generation they’re not particularly familiar with, saying data will rescue us and give the answer, but has anyone actually spoken to them and asked? My question is rhetorical, but you have to get them here to get the data sooooo…. In a very Carrie Bradshaw moment, I can’t help but wonder if we are imposing our own fear of relevancy in the beverage market on a generation of young adults that really just want to discover it without being told what to do. I think maybe, with rising costs and prices, technology that isn’t exactly cutting edge, it’s us who are having trouble conceptualizing the “how”.

Wine brands looking to appeal to Gen Z/Millennials without losing their core identity can learn valuable lessons from American Express. In my latest article, I explore how AMEX has successfully captured the attention of younger consumers while maintaining their upscale image and how wine brands can adopt similar strategies. Key Takeaways: 🍷 Stay true to your brand's core identity 🍷 Adapt your messaging 🍷 Understanding the values of your target audience(s) 🍷 etc. ;) By understanding and catering to the psychographics of different generational target audiences, wine brands can build a strong, loyal customer base across generations. Read more: https://lnkd.in/ga7Eswcn

It's Worse Than They Said: SVB 2024 DTC Report Silicon Valley Bank’s 2024 Direct-to-Consumer Report presentation tried very hard to gild bad news in silver linings. There was very little positive to be found in the hard data presented. The discussion panel tried their best to say all is not doomed. And while I won’t say the industry is doomed, it is facing some pretty big challenges right now. The gilding came in the form of data that shows sales volume is down for the under-$20 SRP wine category, but sales dollars are up for more expensive wines. Only one panelist pointed out that price increases were likely a major driver for that positive data. But the DTC data also showed declines or flat growth in the sales volume of super-premium to ultra-premium priced wines. Read more: https://lnkd.in/gMGQFuZ3

The CPG marketing game continues to evolve. I love geeking out about retail media usually but have to pause to talk about the importance of brand building. Creator brands are here to stay. They build brand every single day in many ways, for many reasons for many people. This instagram post yesterday had more reach, engagement and eyeballs than THE SUPER BOWL (and yes more than an end cap) for $0 dollars in paid spend. Zero! When it comes to competition the crazy part is they are not concerned about their Target Digital Accrual/TVI or increasing Walmart Luminate fees. They are just out here building brand and selling tons of products (at retail) along the way. Perhaps we use retail media as a strength with the robust data and quick feedback loops to compete and win vs as an economic headwind which is how some orgs currently operate. Can’t wait for the MrBeast Toilet Paper with the Logan Paul & KSI Paper Towels combo pack in 2026!

🌟 Brands, it's crucial to connect with Gen Z using their language as they have a large influence on shaping the culture! Take a cue from AMEX—they’ve mastered the art of blending tradition with modern perks to win over younger consumers. By speaking their language and offering personalized experiences, they have built loyalty and stayed relevant. Shana Bull ✍️ summarizes it best, "EVERYONE wants experiences, ALL brands need to adapt to stay relevant". Ready to innovate and engage authentically with Gen Z? #MarketingStrategy #CustomerConnection #BrandLoyalty #InnovationMeetsTradition #GenZMarketing #MillennialMarketing #BrandInnovation #CustomerEngagement #ExperienceEconomy #BrandIdentity #MarketingStrategy #DigitalMarketing #ConsumerTrends #MarketingInsights #AMEX #HeritageBrand #TargetAudience #PersonalizedMarketing #StrategicPartnerships #Storytelling #ExclusiveExperiences #Psychographics #BrandLoyalty #MarketAdaptation

#STOPCHASINGTRENDS... For the past few days, the media has been abuzz with the unexpected resurgence of donuts, particularly milky varieties. This isn't a strategic marketing campaign driven by a major donut brand, but rather a trend fueled by social media and regular consumers. This new high of a 19th century snack highlights how consumer behavior can spark unplanned trends. Sometimes, trends emerge organically, this further drives the argument that quality and patience are crucial in brand strategy. Driving trends can be expensive, building organically can be an extreme risk situation- yet, it remains the best form for brand longevity. The question then becomes, how long is "too long" to wait? That's a whole other discussion. As Toba Beta wrote in 'Master of Stupidity,' "No weekend, all weakened." Here's your weekend takeaway: Take a lesson from the donut. Donuts have evolved to meet consumer preferences while staying true to their core identity. At it's core, it remains as it was founded, in its expression, it transformed to fulfill the many market needs. Focus on building quality and always find new ways to innovate,stand out and remain consistent. Have an awesomely awesome weekend. #ToYourBrandSuccess

The thing that connects all the work Kate Bernot and I do on Sightlines is sharing the "why" behind trends, decisionmaking, and consumer behavior. We are not a data company—we articulate the “so, what?” that make insights meaningful. Here's the latest... This week on Sightlines: • An explanation of how Michelob Ultra became retail's #2 beer (by dollars)—it's about far more than an ad spend. • Why a new sparkling water emphasizes what matters for those who make, distribute, and sell alcohol, too. Upcoming topics: • Happy hour is making a comeback! How to advantage of the trend. • How increased importance of c-stores influences consumer behavior in all areas of retail and what it means for producers and retailers. • Why Asian flavors offer a unique sweet spot for alcohol brands. • Lotsa Gen Z talk. Our work helps companies of all sizes across alcohol (and non-alc, too!) stay ahead and stay smart. DM me if you want to learn more or get some examples of the work we do. But really, you should just join us: https://lnkd.in/eTFB-VYE

The world was still in the throes of #Covid when #Nerds Gummy Clusters bounced onto the scene in 2020. The bite-sized candy — a smattering of tangy, crunchy Nerds around a fruity, gummy center — was Nerds’ first innovation since 2018, when it introduced Big Chewy Nerds to the world. Fast forward a few years, and Gummy Clusters has rocketed to the forefront of its parent company Ferrara’s portfolio. Gummy Clusters — now available in two flavors, Rainbow and Very Berry — were responsible for 81.4% of all Nerds sales from January 2023 to January 2024, according to IRI data. Since adding Gummy Clusters to the mix, Nerds’ retail sales have surged from $50 million in 2019 to some $500 million today. Thanks to the product going viral early on, Nerds is now spending more on marketing to propel sales even further.

Have you every underestimated the feedback your customers can give you? A marketer slightly nervously asked - was I sure these were his consumers?  He was eyeing the discussion group members clad in ripped jeans with dreadlocks and a slightly wild appearance. I assured him that they were already using his range of canned meals.  We were identifying the key qualities for a lamb curry to add to the range. It was agreed that expectations among target consumers for the product could be vastly different from the company view.  Yes, the group agreed they did not want a “hot” curry.  Beyond that, they could give only limited descriptions of what they wanted. We sampled different styles of curry available in the marketplace – the winner a Beef Vindaloo. It was too hot for some of the group but they recognised the slow cooking process which had resulted in a highly integrated flavour. Would the marketer have expected that response?  No. Consumers know what they want – you just have to give them a way to show you the direction for successful development. #marketing #marketresearch #designthinking #consumerinsights  

Are you going to where the people are? Sippers, In the adult beverage biz, many of us are searching for the secret sauce that will propel the brands we represent into the stratosphere. The solution might be simpler than you think: - Invest in demos and tastings. It’s the single best marketing spend you can do for your brand, and from a consumer conversion standpoint, it costs less than a cup of coffee to do it. #BeverageIndustry #MarketingStrategy #BrandBuilding