Yog vim li cas 'Hnub sov, Hmo txias, thiab cov av tshwj xeeb' tsis nyiam cov tub ntxhais hluas rau cawv

Crystal Cameron-Schaad khiav Crystal Palate Wine & Gourmet hauv Norfolk, Virginia. Nws txoj kev lag luam loj hlob hauv qhov chaw thiab muab khoom, thiab nws hais tias nws cov neeg siv khoom suav nrog cov neeg siv cawv 40 thiab qis dua. Cameron-Schaad hais tias "Kuv ntseeg tias tus yuam sij rau kev nyiam cov pej xeem hluas yog tsim cov kev paub tshwj xeeb thiab muab cov ntaub ntawv tseem ceeb uas lawv tuaj yeem siv hauv lawv lub neej txhua hnub," Cameron-Schaad hais.

Cov pej xeem no yog ib qho mob heev thiab tau nyob ib ntus, raws li cov Silicon Valley Bank State of US Wine Industry Report rau xyoo 2023. Ron McMillan, tus sau tsab ntawv ceeb toom, tus lwm thawj tswj hwm, thiab tus tsim ntawm lub tuam txhab lag luam cawv, sau hais tias, "Peb tab tom txhim kho kev koom tes nrog cov neeg siv khoom hnub nyoog 60- txog 80 xyoo thiab poob qhov kev txaus siab ntawm cov neeg hauv qab 50 xyoo. ” Qhov xwm zoo yog tias 60+ pawg neeg pom muaj kev txaus siab siv nyiaj rau cawv. Cov xov xwm phem yog tias ntau tus neeg hluas pom cawv yog "niam txiv haus cawv tab sis tsis yog lawv tus kheej," raws li tsab ntawv ceeb toom.

Cov hluas tab tom siv nyiaj, tab sis tsis yog cawv

Muaj lub cib fim nyiam cov hluas uas haus cawv tab sis xaiv cov dej haus uas tsis yog cawv. Tab sis McMillian tau sau tseg rau ntau xyoo tias nws muaj kev txhawj xeeb txog "tsis muaj kev koom tes thiab kev koom tes hauv cov cawv txiv hmab los ntawm cov neeg siv yau hauv lawv cov kev siv nyiaj ntau xyoo." Nws hais tias cov kws tshuaj ntsuam pom zoo yog tias kev lag luam cawv yuav muaj qhov tsis zoo ntawm kev loj hlob hauv 2023, uas ua rau nws tseem ceeb dua rau kev cuam tshuam cov nyiaj tseem ceeb.

Yog li qhov teeb meem yog dab tsi? Vim li cas cov hluas tsis yuav cawv ntau npaum li cov neeg laus? Muaj ob peb lub laj thawj, txhua yam zoo li tshwm sim los ntawm qhov tsis xav paub los ntawm Gen Z, Millennial, thiab (mus rau qib) Gen X cov neeg siv khoom. Txhawm rau txhawm rau hom kev txaus siab xav tau kom cov neeg no txiav txim siab haus cawv thiab xaiv cawv raws li lawv cov dej haus ntawm kev xaiv, cov khoom lag luam yuav tsum tau sib tw hauv qhov chaw muag khoom nrov nrov uas cov neeg siv khoom tau tawm tsam nrog kev muag khoom.

Txawm hais tias tus nqi yog ib qho tseem ceeb ntawm cov neeg siv khoom siv, nws tsis yog qhov tseem ceeb ntawm cov tub ntxhais hluas thiab kev lag luam cawv. Nws tsis yog tias cov pej xeem no yuav tsis siv nyiaj rau lub raj mis cawv, tab sis rau ntau tus neeg hnub nyoog qis dua 60 xyoo, qhov no tsis tshwm sim tsis tu ncua. McMillan sau hais tias "Cov neeg siv yau tau coj rov qab qhov tshwm sim uas peb tau pom hauv xyoo 1980s - qhib cawv tsuas yog rau lub sijhawm tshwj xeeb lossis yuav khoom plig," McMillan sau. Tsis tas li ntawd, cov neeg tau txais kev pab no muab kev sib raug zoo raws li qhov tseem ceeb tshaj plaws, thiab rau ntau tus, uas txhais tau hais tias lawv tab tom yuav khoom rau cov khoom lag luam uas tau tsim nrog kev ncaj ncees thiab xa cov lus cog tseg txog kev noj qab haus huv. Thaum cov cawv txiv hmab tsis noj qab haus huv, ntau ntawm nws yog tsim los ntawm cov tsev neeg uas tsis muab tshuaj rau hauv av lossis lub raj mis. Ntau lub chaw ua lag luam kuj yog kev pab txhawb nqa, saib xyuas lawv cov neeg ua haujlwm, thiab yog cov tswv cuab tseem ceeb hauv lawv lub zej zog. Nyob rau hauv tag nrho, wine yuav tsum yog ib tug zoo haum rau cov hluas haus. Yog li ntawd, yog vim li cas lawv thiaj li tsis muaj neeg coob coob nyob ib ncig ntawm chav tsev noj mov lossis khw cawv?

Txheeb xyuas cov lus uas tseem ceeb

Tej zaum cov lus piav qhia tshaj plaws los ntawm McMillian cov ntawv sau yog qhov no: "Thaum peb ua lag luam niaj hnub no, peb tseem muag ntau 'hnub sov ntev, hmo txias thiab cov av tshwj xeeb.' Koj paub kuv txhais li cas los ntawm qhov ntawd. " Cov yam tseem ceeb no yog qhov tseem ceeb, feem ntau yuav hais qhov tseem ceeb, rau kev tsim cov cawv txiv hmab zoo. Thiab tau ntau xyoo lawm, qhov style ntawm zaj dab neeg no tau sov siab rau cov neeg siv khoom thiab pab muag khoom. Tab sis rau ntau tus neeg siv khoom niaj hnub no, qhov no zoo ib yam li qhia lawv tias lub tshuab twg siv los ua lawv lub iPhones hauv lub Hoobkas. Rau qee tus neeg, qhov no yog cov ntaub ntawv txaus nyiam tiag tiag, tab sis Apple tsis tau tshaj tawm nws txoj kev lag luam nrog cov ntsiab lus no. Apple hits cov neeg siv khoom ua ntej nrog yuav ua li cas lawv cov khoom yuav txhim kho lub neej ntawm cov neeg siv nws - cov yam ntxwv. Thiab, rau qee qhov, lawv hais txog yuav ua li cas lawv cov khoom tsim tab sis feem ntau los ua kom pom kev sib haum xeeb nrog cov txiaj ntsig ntawm lawv cov neeg siv khoom - piv txwv li, kev piav qhia hais txog kev lav phib xaub ntawm cov khoom siv.

Qee tus yuav hais tias lub xov tooj smartphone thiab lub raj mis cawv yog txiv apples rau txiv kab ntxwv, thiab lawv yuav yog. Tab sis nyob rau hauv ntau zaus, lub hom phiaj cov neeg tuaj saib rau cov khoom no yog tib yam, thiab yog hais tias wineries xav muag lawv cov cawv, lawv yuav tsum tau sib tw nrog ntau apples (pun npaj) uas ua rau muaj suab nrov txaus nyiam. Lub caij no lawv yuav tsum rov xyuas lawv cov neeg siv khoom ncaj ncees hauv cov neeg laus laus txog cov vaj txiv hmab, cov av, thiab ntau cov lus tshaj tawm uas ua rau pom qhov zoo thiab ua rau muaj kev xav paub hauv cov pej xeem. Cameron-Schaad hais tias cov tub ntxhais hluas xav tau cov ntaub ntawv txhim khu kev qha ib yam nkaus, tab sis lawv zoo li tsis tshua nyiam nrog cov classics thiab xav paub ntau ntxiv nrog cov fwj tshwj xeeb thiab cov dab neeg. Nws hais tias "Lawv kuj muaj ntau dua nrog cov lus pom zoo thiab kev siv zog ua kom muaj zog ntawm cov neeg tsim khoom," nws hais. "Lawv xav xav tias muaj zog los tham txog lub ntiaj teb nyuaj ntawm cawv nrog lawv tsev neeg, cov phooj ywg, thiab cov neeg nyob ze."

Tab sis dab tsi txog cov tub ntxhais hluas uas tsis xav tias muaj hwj chim - tsis txhob txhawj txog cawv - yuav ua li cas cov lag luam caw tuaj yeem nyiam lawv thawj zaug? Zoo li txhua yam ntxiv, ntawm no yog qhov chaw lag luam thiab tshaj tawm tuaj. "Qhov peb ua lag luam tam sim no siv nyiaj rau kev tshaj tawm yog qhov txaj muag tsawg, ntawm 5 feem pua ​​​​ntawm tag nrho cov cawv haus cawv advertising siv," sau McMillan. "Thiab 5 feem pua ​​​​yog peb siv nyiaj hauv xyoo zoo! Nws feem ntau tsawg dua qhov ntawd. " Nws taw qhia tias kev lag luam npias thiab ntsuj plig nyob hauv qhov chaw sib txawv thaum nws los txog rau kev siv nyiaj tshaj tawm. Qhov no qhia tias tau txais cov lus raug yog tsuas yog ib feem ntawm qhov teeb meem - qhov kev sib tw loj dua yog tau txais cov lus nyob rau pem hauv ntej ntawm cov neeg raug.

Cameron-Schaad hais tias "Cov tub ntxhais hluas haus cawv yog nqhis dej rau cov ntaub ntawv hais txog yuav ua li cas lom zem tsis muaj zog txawm tias nws tau xaiv lub raj mis rau lawv cov qhua hauv tsev lossis sim ua kom cov npoj yaig nyiam ntawm cov khw noj mov," Cameron-Schaad hais. Txawm hais tias lawv tsis tas yuav nrhiav kev nyiam rau cov neeg nrog tus nqi lossis lub koob npe nrov ntawm cov cawv txiv hmab, txhua tus xav txhawb nqa ib yam dab tsi uas lawv mob siab txog thiab siv sijhawm los xaiv thiab qhia. Muaj txiaj ntsig zoo hauv cov cawv txiv hmab uas ua los ntawm cov neeg zoo, thiab ntau xyoo Asmeskas cov neeg siv khoom tau ntseeg qhov ntawd nrog kev ntseeg me ntsis. Tam sim no hais tias wineries thiab wine brands nkag siab tias muaj kev ua si tshiab, nws yog lub sijhawm los coj kom zoo dua thiab muaj peev xwm cov neeg siv khoom tshiab. McMillan tso nws txoj hauv kev no: kev lag luam cawv yuav tsum nthuav tawm cov ntsiab lus tseem ceeb ntawm kev hloov pauv tiam neeg thiab siv cov pob zeb no kom tau txais lo lus tawm thiab thov kom muaj feem ntau ntawm kev ua lag luam. McMillian hais tias, "Peb tuaj yeem tsim cov cawv raws li peb ib txwm muaj," "Tab sis peb yuav tsum xav txog qhov tseem ceeb ntawm cov neeg siv khoom hluas hauv peb cov khoom lag luam thiab kev xa xov."