Winery Website Design for Millennial Wine Drinkers
By Tyler Tassinari
The millennial generation has become infamous for tweeting, texting and multi-tasking, as well as lazy, materialistic and entitled, yet open-minded and confident. As a millennial myself, I don’t know if I am offended or flattered by some of these seemingly contradictive descriptors. Regardless, the tech-savvy young adults are beginning to turn the heads of the wine industry with their sophisticated drinking choices.
[Obladee Wine Bar, Halifax, Nova Scotia / Gavin Langille]
The Future of Wine Buying
Generation X-ers dominate the wine market; however there is a rapidly growing force of younger consumers. Millennials are displaying higher preferences for wine than older generations did at similar ages.
Many believe that in the very near future this younger generation will make up the largest population of consumers in the wine industry. "More than 40 percent of Millennials increased wine drinking last year" according to Duane Standford of Bloomburg Businessweek. This resulted in Constellation Brands (the worlds second largest wine seller) boosting "digital marketing 150 percent to reach [Millennials]". It is important for winemakers to acknowledge this shift and modify their marketing efforts to appeal to the demands of these bratty consumers.
In today’s marketplace it is crucial for businesses to have an online presence. As more Millennials flood the wine market this is truer than ever for winemakers. Young consumers are known for being tech-savvy and we often draw many of our sometimes unfair conclusions about a business from their winery website design. These impressions are based on much more than just the text provided. The design and styling of the site creates an identity of the brand. If the identity is "hip" enough it will attract young consumers like myself.
To no surprise, my so called spoiled generation has a very specific taste for design. We want it our way and we want it now! In this very complex world we seem to be attracted to very minimalistic styles that include flat and simplistic designs. From an icon on our smart phone to the label on a wine bottle, the less detail the better.
The amount and shades of colors used in marketing materials can be geared to attract the attention of Millennial wine drinkers. With the use of flat colors sporadically throughout a webpage a very clean and simplistic design can be obtained. Typically only a couple of colors would be used to create a theme throughout the site. The colors seen below are reoccurring throughout today’s popular websites (courtesy of PanaShape.com).
The fonts oscillate from very embellished scripts hinting back to Victorian typography to very simplistic small lines and simple features. The "hipster" designers ofton use both font styles on the same design, a juxtaposition.
These redesigned logos from the Hipster Branding community on Tumblr are great examples of the font styling of today.
•Hand-tooling fonts appear to have been carved and attempts to create a three dimensional look.
• Simplistic and Extreme Minimalist fonts appear very thin and narrow. They include lines that are very straight and light in weight.
• Embellished Script fonts seem to be retro inspired but go much further. Extreme line weight variation is heavily used with these fonts.
Parallax Website Design
The functionality and movement of the website is another factor. This is a relatively new programming style for website where the foreground and background move at different rates as the user scrolls down. This style is very sleek and seems very effective for telling a story.
Fashion comes and goes but style is forever
Keep in mind, that these are trends. They are going to look dated after about 5 - 8 years. But by that point a winery website redesign will be in order anyway since everyone will be viewing the web via halograms in the ether.
What we're saying is make a connection with Millenials that shows that you get our generation and appreciate our style. First connect your consumers, so that they can connect with your brand.