Klein Roosboom is always such a dependable winery, that always does well, across so many tasting events, so we would love to take a leaf from their book.
We asked the team some questions to find out what experience Klein Roosboom has had in the younger wine market.
How do manage your company image to stay current and relevant, to appeal to younger consumers?
We keep our social media constantly updated and trending, and we have quite a large following.
What channels have you had success with, marketing to younger consumers, and does it change with time?
We find that, specifically the younger crowd is driven by social media platforms.
Do you think there is any value in making use of social media influencers, and would you ever consider doing it, or have you perhaps tried this avenue before?
Absolutely, influencers are constantly looking for something different and unique experiences, and because of this they find and approach us. This attracts different types of influencers to us and some have become regulars at our establishment.
How often do you consider changes to your packaging, or having to create new incarnations of your wines to appeal to younger consumers?
We keep it intimate and authentic with regard to our brand and story, with our look already classic, supporting what we stand for. We prefer to be the classic constant that never goes out of style.
Some of the brilliant social media post done by Klein Roosboom:
Which of your wines are the favourites among younger consumers?
Definitely our Jéan Sauvignon Blanc.
Have you experienced a wine preference shift over the past few years, among younger wine consumers?
Yes, there was a whole shift to MCC in the SA market.
If you have to plant some vineyards today that you will make wine from in five years, for the younger consumers, what cultivars would you plant?
Cabernet Franc, Pinot Noir and Chardonnay.