Marketers have known for years that you have to change your marketing strategy depending on your target audience. Several generations are currently at the drinking age. The way you market to baby boomers, who are seasoned drinkers, will be different from advertising to Gen Z, which only has a few years at the drinking age. To successfully sell your alcoholic beverages, you need to understand the best ways to market to baby boomers, generation X, millennials, and generation Z.
First and foremost, you will have to identify your target audience. Spending your time, energy, and money on a generation that is not interested in whiskey, for example, is not an optimal idea. Though, if you are trying to market a new seltzer, millennials and gen z’s are where it is at.
In recent years, millennials have made up 79.8% of seltzer sales, so they are a recommended target for hard seltzers. Statistics like these will tell you which generation is more likely to purchase a type of alcohol, and using that information is helpful if you need to narrow your target audience.
Baby boomers are those who were born between 1946 and 1964, or right after World War II. Boomers are one of the most populous generations because many families wanted to grow after the war. There are several tips for marketing to baby boomers that you can utilize, such as do not use slang, utilize Facebook, provide plenty of useful information, do not use the terms old or elderly, and make things accessible. So, when making an advertisement for your new alcoholic beverage, your advertising and signage should use clear, readable fonts, simple language, and a straightforward approach.
Appealing to Gen X
Those born between 1965 and 1980 are qualified as gen xers. It’s one of the smallest generations in the United States, but they have a lot of purchasing power. This generation loves a deal. When marketing to them, provide discounts or loyalty programs that build an incentive to keep them coming back. Have written reviews or testimonials available, giving them proof of the quality and satisfaction others received from your product. Keep things personal, give fantastic customer service, and use videos to sell your beverages to Generation X.
Selling to Millennials
Millennials are often the focus of marketing strategies as they are the largest living and working population today. Millennials are those born from 1981-1996 and grew up in the early age of technology. Many of their formative years incorporated switching from wired home phones to blackberries to iPhones. This means they are used to change and adapt quickly. To successfully reach a millennial audience, give instant responses, meet with them personally (whenever possible), and commit to authenticity.
Reign in Gen Z
Generation Z is the youngest generation that can drink, with only a few years at the legal age. Those classified as Generation Z are those born between 1997-2013. This generation has largely only known technology. To sell successfully to Gen Z, you will have to sell an experience, not the product. Utilize videos, build your engagement with customers, and use real, personalized content. With Gen Z, using influencer marketing is often more valuable because people they look up to are no longer the famous superstars of Hollywood. It is a person with 20,000+ followers on Instagram or TikTok.
There are many differences when marketing to different generations. Identify your target audience and utilize these tips to appeal to any age. If you better understand your target market, you will sales will see the benefits.