The Cavit Collection's TV ad is clearly designed to appeal to older and more refined consumers of alcoholic beverages, specifically wine and their Chardonnay and Pinot Noir offerings. Cavit Collection bills itself the "#1 Italian Wine in America."
The ad contains a number of visuals that hark back to an easier, serene time and a simple life, and is designed to appeal to people of a more mature disposition than your typical Bud Light-chugging frat boy or indeed your suit-wearing whisky-sipping yuppie.
The Cavit Collection ad extols the virtues of heritage, and making sure that the wine comes from a place that has a reputation and a history of producing fine wine. It also drives home the importance of the wine's grapes being hand-picked -- a nod to more old-fashioned practices.
Why This Trend Is Growing
- Heritage Wine-making
- Opportunities in marketing wine production that emphasizes heritage and traditional practices.
- Mature-targeted Advertising
- Opportunities in marketing alcoholic beverages to more refined, older consumers.
- Hand-picked Grapes
- Opportunities in marketing wine production that emphasizes the use of hand-picked grapes as a mark of quality.
Industries Being Reshaped
- Alcoholic Beverages
- Opportunities for marketing alcoholic beverages, such as wine, to an older and more mature demographic.
- Marketing and Advertising
- Opportunities for marketing and advertising firms to develop campaigns that appeal to a more mature demographic.
- Agriculture and Farming
- Opportunities for vineyards and wineries to emphasize heritage and traditional practices in wine-making, such as the use of hand-picked grapes.
