Get Those Wine Millenials (Age 21 - 34)


press release

April 11, 2012, 12:03 p.m. EDT

The Big Top Comes to Town: Mutineer Magazine's Marvelous Millennial Wine Marketing Circus is Coming to a Town Near You

The First Millennial-Based Traveling Conference for the Forward-Thinking Winery Travels to California Wine Regions, May 14 to May 18, 2012

NAPA VALLEY, Calif., Apr 11, 2012 (GlobeNewswire via COMTEX) -- Ladies and gentleman, children of all ages, Mutineer Magazine is thrilled to announce the first-of-its-kind Millennial Wine Marketing Circus, a traveling conference that brings together Millennial wine marketing brands to speak to Millennial culture and its implications on the wine industry. The 2012 #WineCircus will visit five premier wine regions to offer insight on how to cultivate a love affair between wine brands and the Millennial market. During the week of May 14 - 18, six accomplished Millennial-focused entrepreneurs will take to the stage to offer valuable data, creative oddities and Millennial delights to wine industry professionals, free of charge.

"We've assembled an exceptional roster of marketing-savvy wine professionals to shed some light on the Millennial wine market," says Mutineer Magazine Editor-in-Chief and Publisher Alan Kropf. "Much of that conversation has been focused on social media fundamentals and spiritless reinvention. Now, for the first time, wine industry professionals will hear directly from Millennials who are changing modern wine culture with their inspired platforms and innovative methods of connecting Millennial consumers with wine brands."

This complimentary 2-hour workshop will dazzle attendees with grand discussions and inspired thoughts about the Millennial wine market with topics that include:

  • The Millennial Wine Consumer
  • Traditional PR in the Era of New Media
  • Next Level Social Media
  • Collaborative Marketing Strategies
  • Marketing Assets in the Era of New Media
  • Leveraging Tech to Collect Valuable Data
  • Connecting Your Brand With the Millennial Mind-Set
  • The Power of Beverage Culture

In 2011, The Wine Market Council reported that the Millennial market (defined as consumers between the ages of 21-34) is composed of 1.7 billion people worldwide and 77 million in the U.S. which is larger than the Baby Boomers and nearly three times the size of Generation X. Of the Millennial generation's wine drinking population 51% fall into the "core drinkers" category and pull corks at least once a week. 67% of those consumers reported to have purchased unknown brands frequently/occasionally. 32% of Millennials have traded over to wine, from beer or spirits, as their preferred fine beverage. 1

"Millennials are forcing industries to reinvent themselves and the wine industry is no different," said Morgan First, CEO and Co-Founder of Second Glass. "Join the circus and learn new social media and marketing feats that will allow you to navigate this new market with confidence."

The Line Up:

The magnanimous circus roustabout includes the following performers:

Morgan First, Second Glass: thesecondglass.com / @SecondGlass

-- Morgan is the networker, cheerleader, press liaison and the instigator/organizer behind the expansion of Second Glass. Morgan has blurred the line between marketing and technology to transform the wine tasting experience for Millenials. Both Morgan and Tyler's efforts have landed them praise in the New York Times, Huffington Post, and they were recently included in Inc's 30 under 30.

Tyler Balliet, Second Glass: thesecondglass.com / @SecondGlass

-- Second Glass was born out of Tyler's desire to transform wine tasting with technology and education. He developed the mobile application used in tandem with Wine Riot, a millennial focused event that empowers consumers with confidence and education in a fun, entertaining atmosphere. Tyler has been heralded as a new voice in the wine world and crowned "the prince of Boston's wine revolution" by Stuff Magazine.

Harry Oranges, Mutineer Magazine: mutineermagazine.com / @MutineerMag

-- Prior to joining the Mutineer Magazine team, Harry Oranges oversaw the digital PR and social media strategy of the first-ever Napa Valley Film Festival. A communicator at his core, Harry is quickly making his mark in the Millennial wine scene.

Alan Kropf, Mutineer Magazine: mutineermagazine.com / @MutineerMag

-- Alan is certified through the Court of Master Sommeliers, Wine & Spirit Education Trust, Cicerone and National Bartenders School. Alan has beverage experience at some of the world's more prestigious properties, including the Beverly Hills Hotel and Gordon Ramsay. He founded Mutineer Magazine in 2008, which was picked up for national distribution in 2009 and since then has won numerous beverage and publishing awards for his work with Mutineer, including Forbes Magazine's "30 Under 30", Zagat's "30 Under 30" for San Francisco, and Wine & Spirits Magazine's "30 Under 30".

Christophe Smith, Harvest Live: harvestlive.tv / @cork_dork

-- Christophe Smith is a ten year veteran of the wine industry and has worked in production, retail, marketing and national sales, although is best known for his creativity and achievements in social media. Currently a Producer at WineBizRadio.com, and has created Titus TV and Harvest Live, two popular web-based programs that create real world consumer engagement.

Ashley Nicole Teplin, Teplin+Nuss: teplinnuss.com / @TeplinNuss

-- Prior to starting her own agency, Ashley Nicole Teplin worked with the renowned Pamela Hunter at Studio-707. Pam and her colleagues pioneered an approach to traditional Public Relations that is today's standard. She was recently featured in North Bay Biz Magazine as a publicist integral in guiding the consistent online voice in 2012 in the article titled, "Inside the Millennial Mind."

Sarah Elliman, Cellar Pass: cellarpass.com/ @CellarPass

-- Sarah Elliman pioneers new ways to help wineries reach their target audience and increase consumer response, specifically with on-site visits. She applies her keen understanding of the customer/winery relationship at CellarPass, a real-time winery reservation system that helps customers discover and book wine tasting experiences. Resourceful and innovative, Sarah develops ways to enhance the guest experiences that lead to long lasting customer loyalty.

The Schedule + To Register: Admission is free to all registered participants on EventBrite. The Mutineer Magazine Marvelous Millennial Wine Marketing Circus will visit:

Calaveras County | May 14- Twisted Oak: twistedoak.com : http://winecircus2012calaveras.eventbrite.com

Santa Barbara | May 15- Firestone Winery: firestonewine.com : http://winecircus2012santabarbara.eventbrite.com

Paso Robles | May 16- EOS Wines: eosvintage.com : http://winecircus2012pasorobles.eventbrite.com

Sonoma Valley | May 17- Sebastiani Winery: sebastiani.com: http://winecircus2012sonoma.eventbrite.com

Napa Valley | May 18- Charles Krug: charleskrug.com: http://winecircus2012napa.eventbrite.com

About Mutineer Magazine: Established in 2008 and currently in its 20th issue, Mutineer Magazine introduces fine beverages to the Millennial generation, taking fine beverage culture from niche to the mainstream using a cultural, rather than commercial approach across multiple media platforms. The Mutinous beat encompasses wine, beer, spirits, non-alcoholic beverages and food. The print publication is distributed nationally in both regional stores and national chains such as Barnes and Noble, B. Dalton, Safeway, and Vons. MutineerMagazine.com.

(1) Wine Market Council's 2011 Consumer Tracking Study Final Report

Media Contact: Teplin+Nuss -- teplinnuss.com Ashley Nicole Teplin // ashley@teplinnuss.com - 310.210.3067 Holly Nuss // holly@teplinnuss.com - 415.845.1095

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