Australian Vintage recently came up with a new brand of vino, YOU Wines, specifically to target Millennials and Generation Y.
In collaboration with wine experts and psychologists who are familiar with this digital generation, Australian Vintage hopes to make wine appealing for those of legal drinking age. The new brand was developed by the winery in response to a statistic that revealed of the drinkers between the ages of 21 and 29, less than 30 percent opt for wine.
The bold 'YOU' bottles speak to the Millennial desire for fun experiences, self-expression and alcohol as part of a shared, social activity. This is emphasized with words like "friends" "generous" and "feel good" that are printed on the bottle. To top it all off, the red and white wines are both available for an affordable price of about $12.
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