It’s fun to watch corporate behemoths chase the Millennial Generation, given the Millennials’ antipathy to things corporate. Here’s a great article about Constellation Brands and its quest to analyze and focus group the Millennials into submission. Constellation is applying marketing techniques developed by Proctor & Gamble, the defining experts at manipulating insecurities about personal hygiene and household disorder. So why not wine?
My favorite line in the piece is this:
“They don’t want to look like a giant mass-produced wine company,” says JPMorgan Chase analyst Neal Rudowitz. “You want to appear authentic.”
Which reminds me of the quote from French playwright and diplomat Jean Giraudoux, who said:
The secret of success is sincerity. Once you can fake that you’ve got it made.
It’s going to be interesting to see how the Millennials react to this. My guess is they’ll eventually fall for it, because marketers are relentless.