Pab Pawg Phooj Ywg Zoo Siab Hmo Ntuj Tawm Ntawm Rooftop Bar
txais
Txawm hais tias ntau dua 50% ntawm cov khoom lag luam premium tau tshawb fawb hauv Silicon Valley Bank's 2022 Lub Xeev ntawm Kev Lag Luam Wine Daim Ntawv Qhia, tau hais tias lawv muaj xyoo nyiaj txiag zoo heev hauv 2021, tus kws sau ntawv tshaj tawm, Rob McMillan, ceeb toom tias kev lag luam tseem ua tsis tau txaus los koom nrog. nrog cov neeg siv khoom tshiab.
McMillan, EVP & Founder ntawm Silicon Valley Bank Wine Division, hais tias "Lub Teb Chaws Asmeskas kev lag luam tsis ua haujlwm zoo txaus ntawm kev lag luam thiab muag nws cov khoom," ceeb toom McMillan, EVP & Founder ntawm Silicon Valley Bank Wine Division, ... , lub teb chaws, kev lag luam ib puag ncig thiab cov neeg siv khoom tau hloov zuj zus mus. "
Daim ntawv tshaj tawm 66-nplooj, uas suav nrog cov ntaub ntawv tshawb fawb los ntawm ib puag ncig 150 wineries, kev tshuaj xyuas ntawm cov ntaub ntawv nyiaj txiag winery, thiab muab tso ua ke ntawm 2021 wine kev lag luam cov ntaub ntawv muag, qhia txog kev ua tiav thiab lub taub hau ntawm kev lag luam. McMillan tau nthuav tawm cov txiaj ntsig hauv webinar hnub no, nrog rau pawg thawj coj ntawm cov kws tshaj lij kev lag luam cawv los ntsuas qhov teeb meem.
Harris Poll Highlights Xav Tau Kev Lag Luam Wine los tsom rau cov neeg siv khoom hnub nyoog qis dua 65 xyoos
Txhawm rau hais txog nws cov ntsiab lus tias cov neeg siv khoom hnub nyoog qis dua 65 xyoos tsis koom nrog ntau npaum li cawv, McMillan tau taw qhia rau lub Kaum Ib Hlis 2021 Harris Poll ntawm 1,949 Asmeskas cov neeg laus hnub nyoog 21 xyoos lossis tshaj saud. Hauv kev xaiv tsa, cov neeg siv khoom tau nug cov lus nug: "Koj yuav coj dab tsi los qhia ntawm ib tog?" Cov txiaj ntsig tau pom tias 49% ntawm hnub nyoog 65+ cov neeg siv khoom yuav coj cov cawv txiv hmab, thaum tsuas yog 15% ntawm cov hnub nyoog 21 - 34 xyoos yuav coj cawv. Nrog rau lwm pawg hnub nyoog, nws tsuas yog 29% - 30% nqa cawv. (Saib daim duab 1).
Harris Poll Chart Qhia Wine Interest los ntawm Hnub nyoog
SWB and HARRIS
Pawg kws tshaj lij tau tham txog vim li cas rau qhov no, nrog rau qee qhov kev daws teeb meem:
Muaj ntau yam kev xaiv dej hauss: Ib feem ntawm qhov teeb meem, raws li Paul Mabrey, CEO ntawm Pix, yog kev sib tw ntau dhau. "Tam sim no muaj cornucopia ntawm kev xaiv cawv, piv rau yav dhau los," nws hais, hais txog cov kev xaiv tshwj xeeb xws li nyuaj kombucha. Qhov no qhia tau hais tias cawv yuav tsum tau nce nws qhov kev ua si los nrog ntau txoj kev xaiv tshiab, xws li kev npaj-rau-haus dej cawv cocktails lossis tshwj xeeb ntxiv thiab kev koom tes.
Nqe & Promotion Issues: Pawg tswv cuab, Danny Brager nrog Azur Consulting thiab Dale Stratton, Tus tswv ntawm Tsib Cov Ntsiab Lus Sib Tham, tham txog cov nqi them nqi, thiab tsis muaj kev nce qib. Brager tau qhia ib daim ntawv qhia tus nqi piav qhia tias cov cawv txiv hmab nqi qis dua $ 11 ib lub raj mis tsis ua haujlwm zoo li cov cawv txiv hmab ntau dua. Txawm li cas los xij, "qhov teeb meem yog tsis muaj wines nqi qis dua $ 11, peb tsis muaj kev cuam tshuam rau cov neeg siv khoom tsawg."
Caw kuj tseem kim dua hauv khw noj mov, piv rau npias lossis cocktail. Stratton tau qhia ib daim ntawv qhia qhia tias yuav ua li cas xyoo 2021 ntau lub tsev noj mov tau khaws lawv cov khoom plig, tab sis tsis tau xaj cawv ntau. Lub vaj huam sib luag tau sib tham txog qhov laj thawj yog vim li cas kev lag luam ntsuj plig ua txoj haujlwm zoo ntawm kev txhawb nqa thiab tshaj tawm lawv cov khoom, thiab cawv yuav tsum tau los ua ke ua kev lag luam los ua ntau qhov no.
Kev Noj Qab Haus Huv thiab Muaj Dag Zog Zoo: Nrog rau kev noj qab haus huv thiab kev noj qab haus huv zoo thoob plaws lub tebchaws, ntau tus neeg siv khoom xaiv haus cawv tsawg, thiab feem ntau xav paub ntau ntxiv txog cov khoom xyaw, calories, thiab carbohydrates. "Ib feem ntawm nws yog qhov teeb meem kev noj qab haus huv," McMillan piav qhia. “Peb (wine) tsis tso calorie ntau ntau rau hauv peb lub fwj, thiab kuv xav tias peb yuav tsum. Nws yog qhov zoo rau peb txoj kev lag luam kom pob tshab. " Txawm hais tias qis dua thiab tsis muaj kev xaiv cawv cawv tau pib tshwm sim hauv khw, tej zaum yuav tsis muaj kev xaiv meej txaus uas muaj kev lag luam zoo.
Daim ntawv tshaj tawm xaus lus tias: "Tshwj tsis yog kev lag luam ua ntau dua los nyiam cov neeg siv hnub nyoog qis dua 65 xyoo, kev haus cawv yuav poob li 20 feem pua thaum boomer lub hnub poob."
Hauv kev sib zog los pab txheeb xyuas cov kev daws teeb meem rau qee yam ntawm cov teeb meem no, Silicon Valley Bank tshaj tawm tsim cov pab pawg tshiab kev lag luam hu ua WineRAMP. RAMP sawv cev rau Wine Research thiab Marketing Project. Lub hom phiaj yog 'los tsim thiab txhim kho cov duab ntawm cov cawv txiv hmab hauv Teb Chaws Asmeskas kev lag luam thiab txhawb cov cwj pwm zoo ntawm cov cawv rau tam sim no thiab cov neeg tau txais kev cai lij choj tshiab.' Nws yog qhib rau wineries, importers, distributors thiab retailers uas txaus siab los txhawb kev tshawb fawb thiab kev sib koom ua lag luam phiaj xwm. Lawv cia siab tias yuav tau txais National Research & Promotions Order los ntawm USDA.
2021 Tseem Yog Xyoo Muag Khoom Zoo rau Ntau Lub Tebchaws Asmeskas Wineries
Txawm hais tias tsis muaj kev koom tes nrog cov neeg siv khoom tshiab, McMillan tau lees paub tias ntau lub tsev lag luam muaj txiaj ntsig zoo nyiaj txiag hauv 2021 dua li xyoo 2020. "Hauv peb cov qauv, ze li ntawm 30% ntawm cov khoom lag luam hwm tau hais tias nws yog lawv lub xyoo zoo tshaj plaws. Qhov ntawd yog qhov zoo tshaj plaws rau kuv muab cov kev cov nyom uas peb yuav tsum tau daws - cov teeb meem ntawm cov saw hlau, cov teeb meem kev ua haujlwm, thiab lwm yam. Xyoo tas los tsuas yog 13% ntawm cov khoom lag luam tau hais tias nws yog xyoo zoo tshaj plaws, thiab 32% hais tias nws yog lub xyoo nyuaj tshaj plaws. ”
2021 kev vam meej nyob rau hauv ib ncig ntawm kev txhim kho kev lag luam digital thiab cov tswv yim lag luam e-lag luam hauv cov channel ncaj qha rau cov neeg siv khoom, nrog rau ntau cov neeg tuaj ncig tebchaws tuaj xyuas cov chav ua noj ua haus hauv lub xyoo. Qhov tseeb tias xyoo 2021 sau qoob loo tsis raug hem los ntawm hluav taws kub lossis pa luam yeeb kuj yog qhov zoo. Txawm li cas los xij, tag nrho cov cawv muag los ntawm 3-tier system tsis kam me ntsis, poob kev lag luam rau cov ntsuj plig. Qhov no qhia tias cov khoom lag luam yuav tsum tau tsom mus rau ntau lub hom phiaj kev lag luam mus sij hawm ntev kom tau txais cov neeg siv khoom tshiab thiab loj hlob kev lag luam - thaum tseem siv sij hawm los ua kev zoo siab rau xyoo 2021.
Tau qhov twg los: https://www.forbes.com/sites/lizthach/2022/01/19/us-wineries-still-not-doing-enough-to-attract-younger-multi-cultural-consumers-svb-2022- qhia-hais/