How Catalytic Customers Might Save the Wine Industry from Itself

The wine industry is at a critical crossroads. For decades, it has relied on traditional marketing approaches, conventional distribution strategies, and its long-standing historical cache and “brand” associations to serve a generally loyal customer base. But that customer base is aging, and fewer customers are finding their way into the category. Today, the industry faces a particularly daunting challenge: finding a way to attract new customers—in particular Millennials and Legal Drinking Age (LDA) Gen Z consumers—to the category. Compounding these challenges is a series of very real barriers, including high price points, shifting attitudes toward alcohol consumption, and the lingering perception of wine as an elitist, inaccessible product. All of which have combined to create a gap that wine marketers to date have failed to bridge.

What the wine industry needs is not merely a refreshed marketing campaign but rather an entire “rethink” of how it engages with its target audience(s). We would argue that Catalytic Customers—highly engaged, experienced, forward-looking individuals who challenge and inspire innovation—hold the key to this transformation.

How might this play out? Here’s our perspective:

The Role of Catalytic Customers in a Stagnant Market

Catalytic Customers are not your typical early adopters or influencers. They are deeply knowledgeable about a category, critical but constructive in their feedback, and focused on improving products to better meet their needs. In the context of wine, these customers are likely to be individuals who have moved beyond superficial engagement to develop a nuanced appreciation of wine, its culture, and its potential as a product category.

For the wine industry, Catalytic Customers can serve several critical roles:

1. Challenging Traditional Norms: These customers are unafraid to question why wine has to be intimidating or why it often feels like an exclusive club. Their critiques can reveal blind spots that industry insiders may overlook.

2. Bridging Generational Gaps: By acting as translators between younger consumers and the wine establishment, Catalytic Customers can articulate what Millennials and Gen Z value—authenticity, transparency, and inclusivity.

3. Driving Product and Marketing Innovation: Their deep engagement with wine equips them to provide actionable insights, whether it’s advocating for more sustainable packaging, demystifying wine education, or suggesting ways to modernize tasting room experiences.

What Do Catalytic Customers Look Like in the Wine Industry?

To identify Catalytic Customers in the wine category, marketers need to look beyond traditional demographics. These individuals might not fit the typical profile of affluent collectors or sommeliers, but their behaviors and attitudes make them stand out:

• Wine Explorers: They actively seek out lesser-known varietals, emerging wine regions, or innovative winemaking techniques. Their curiosity drives them to share discoveries with friends and social networks.

• Wine Simplifiers: They advocate for breaking down wine’s complexity into approachable, relatable language, helping to dismantle the pretension often associated with the category.

• Cultural Curators: They see wine as part of a broader cultural experience, linking it to food, travel, art, or sustainability, and they’re vocal about aligning wine with these themes.

• Digital Advocates: They leverage social media and digital platforms to document their wine experiences, offering honest reviews, pairing ideas, and demystifying the purchasing process for others.

How the Industry Can Engage and Empower Catalytic Customers

For Catalytic Customers to drive innovation and growth, they need to be engaged in meaningful ways. Here’s how wine marketers and winemakers can create the right environment:

1. Redesign Experiences to Be Inclusive and Accessible

Move away from traditional tasting notes and “wine-speak” that alienates novices. Instead, focus on creating experiences that are sensory, story-driven, and interactive. For instance, invite Catalytic Customers to co-design tasting events that emphasize themes like sustainability or the role of wine in global cuisine.

2. Leverage Digital Platforms

Catalytic Customers often thrive in digital spaces, where they can share their passion and knowledge with wide audiences. Invest in platforms where they are already active, and consider co-creating content—from videos and blogs to social media campaigns—that reflects their unique perspectives.

3. Use Their Feedback to Inform Innovation

Don’t just solicit feedback; act on it. When Catalytic Customers advocate for lower-alcohol wines, functional wines or sustainable packaging, for instance, use this input to pilot new product lines. Their critical but constructive feedback can help fine-tune offerings before they hit the broader market.

4. Create Community Spaces

Develop online and offline spaces where Catalytic Customers can connect, collaborate, and share their passion for wine. These communities can become incubators for ideas that resonate with younger audiences.

5. Highlight Their Stories

Feature Catalytic Customers in your marketing—not as polished influencers but as real people with genuine passion and insights. Their authenticity can resonate with Millennials and Gen Z consumers who prioritize realness over perfection.

Measuring Success

The impact of Catalytic Customers won’t be immediate. The goal is to build a foundation for sustainable growth by creating a more inclusive, engaging, and innovative wine category. Metrics such as increased trial rates among younger consumers, higher engagement on digital platforms, and the success of co-created products can serve as indicators of progress.

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The wine industry’s challenges in attracting younger consumers are significant, but they are not insurmountable. By identifying and empowering Catalytic Customers, wine marketers and winemakers can uncover fresh perspectives and unlock new opportunities for growth. These customers are not just passive participants; they are co-creators of the future wine landscape. Their influence can help the industry shed its image of exclusivity and pretension, replacing it with one of accessibility, innovation, and cultural relevance.

It’s time to listen, engage, and act—not just to preserve the legacy of wine but to ensure its vibrant future.