英文原文
Every consumable industry faces generational challenges, and the wine industry is no different. Legacy wine companies have done a poor job of marketing and communicating to anyone younger than Boomers. While this must change, it doesn’t actually spell disaster for much of the industry, as Eric Asimov in today’s New York Times would have you think. For the last several years, the Silicon Valley Bank’s (SVB) Rob McMillan has highlighted in his annual report the lagging demand for wine from the Millennial generation. Today’s article by Eric Asimov summarized this report, with both authors foretelling doom and gloom for the wine industry. McMillan predicts sales of wine could drop 20% in the next decade if things don’t change while Asimov points toward increased competition from Beer and Spirits drawing Millennial consumers away from wine. Each suggests a few strategies for wineries to follow to try and attract more Millennials, from socially conscious brands to novel ingredient lists. However, both McMillan and Asimov fail to understand the Millennial consumer and as a result, misrepresent both the scale of the problem and its potential solutions. The entire wine industry does not face the same problem. Legacy wineries that have depended on the Boomers for much of their revenue very much do face a serious challenge as that generation reaches retirement age and consumption decreases. The rest of the industry, however, has a shining opportunity: The American wine industry has a massive and largely untapped (uncorked) potential market: Millennials. Millennials are doing everything later. They are getting married significantly later, buying houses later. They are growing up later! Naturally, they are discovering wine at a later age as well. These changes in social habits have a direct impact on their consumption behavior, but not in the way Asimov suggests. The SVB wine report Asimov summarizes is an excellent overview of the industry and has a lot of success predicting trends for future years. However, the focus on a Harris Poll of 2,000 adults asking “what beverage they would bring to a party” is completely irrelevant. The poll suggests that Boomers and Generation X are much more likely to bring wine to a party, whereas Millennials have a more even distribution across alcoholic categories. The main problem with this survey is it assumes the phrase “party” means the same thing to people of different ages. For example, Dinner parties vs. late-night house parties are two different consumption occasions. At this age, the Millennial generation spends more time single and socializing at larger gatherings than having smaller, more intimate gatherings. I would venture to guess that no Millennial would even think to bring White Claw to a dinner party. A house party? Completely different story. Asimov uses this data point to state that “wine is simply not preferred by younger people.” This is a massive illogical jump and irresponsible misunderstanding of the core of alcoholic consumption. What he doesn’t seem to understand is that the consumption occasion dictates what a Millennials will drink, and their preferences will adjust as their occasions adjust with age. McMillian makes the same mistake when pointing out that the reopening of restaurants did not lead to a corresponding spike in on premise wine consumption. This has nothing to do with preference and significantly more to do with availability and perceived value. Direct-to-Consumer wine has become much more available for the general population, and the wine offering in restaurants is not a unique enough experience to merit the traditional exorbitant mark ups. As with alcoholic consumption at “parties”, the consumption experience and value proposition in restaurants are different. A consumer can open a bottle of wine and pour a glass at home, no problem. That consumer very likely cannot make many of the cocktails they might order at a restaurant, and as a result, the experience is unique and perceived value is higher. Once again, the problem is not preference but perceived value for a specific consumption occasion. As Millennials age, and their consumption occasions evolve, wine will return to previous generations’ consumption levels. Wineries need to put their egos aside and talk to people like humans. The majority have spent the last decades inflating the pomp and circumstance that surrounds the product, and as a result 75% of Americans are still intimidated by the “rules” of wine drinking. What rules? It’s wine– drink it however you enjoy it and don’t let any company tell you otherwise. The higher a winery places itself on a pedestal, the further away they are from who they want their new customers to be. Accessibility starts with not shaming people for drinking out of stemless glasses or putting an ice cube in their wine. It evolves with relatable people talking about wine in a way that is fun, not pretentious. This is something Boomer wineries do terribly. The good news is younger wine companies are picking up the slack and meeting Millennials at their level. A couple examples: Wade Cellars does an excellent job creating content that allows a celebrity wine drinker to be vulnerable and make mistakes on camera attempting to guess cheap vs expensive wine. Las Jaras Winery focuses on light, drinkable wines with fun relaxed art as their labels. Their most popular wine is even titled Sweet Berry Wine with a picture of John C Riley from the Adult Swim Comedy sketch Dr. Steve Brule that the wine is named after. The wine is excellent, and the brand relaxed. Both companies make high quality wines but remove their ego to show that most people who produce wine, are not the same as the people who review wine. If you’re a winery that started in the last decade, keep your blinders on and stay focused on what you are doing. Very likely you are right on the money. If you are a Boomer winery, step out of your comfort zone and have some fun. Run a collaboration with a younger brand! Let them design labels for you, or even market your wine for you. Find ways to utilize what you do best and supplement your weakness with partners. As a smaller producer, In Good Taste is constantly getting help and helping our fellow winemakers. The collaborative sprit is why I got into the industry. Let your guard down, have some fun, and you’ll be surprised by how quickly the Millennial consumer comes with you.
中文翻译
每个消费品行业都面临代际挑战，葡萄酒行业也不例外。传统葡萄酒公司在向婴儿潮一代以下人群营销和沟通方面做得很差。虽然这必须改变，但这实际上并不像《纽约时报》的埃里克·阿西莫夫让你认为的那样，对大部分行业意味着灾难。过去几年，硅谷银行的罗布·麦克米伦在其年度报告中强调了千禧一代对葡萄酒需求的滞后。埃里克·阿西莫夫今天的文章总结了这份报告，两位作者都预言了葡萄酒行业的厄运和黯淡。麦克米伦预测，如果情况不变，葡萄酒销售额在未来十年可能下降20%，而阿西莫夫则指出啤酒和烈酒日益激烈的竞争正在将千禧一代消费者从葡萄酒中吸引走。每个人都为酒庄提出了一些策略，试图吸引更多千禧一代，从具有社会意识的品牌到新颖的成分列表。然而，麦克米伦和阿西莫夫都未能理解千禧一代消费者，因此错误地描述了问题的规模和潜在解决方案。整个葡萄酒行业并非面临同样的问题。依赖婴儿潮一代获得大部分收入的传统酒庄确实面临严重挑战，因为这一代人达到退休年龄，消费减少。然而，行业的其余部分有一个闪亮的机会：美国葡萄酒行业拥有一个巨大且很大程度上未开发（未开瓶）的潜在市场：千禧一代。千禧一代做所有事情都更晚。他们结婚更晚，买房更晚。他们成长得更晚！自然地，他们也在更晚的年龄发现葡萄酒。这些社交习惯的变化直接影响他们的消费行为，但并非阿西莫夫所暗示的方式。阿西莫夫总结的SVB葡萄酒报告是对行业的极好概述，并在预测未来趋势方面取得了很多成功。然而，关注一项哈里斯民意调查，询问2000名成年人“他们会带什么饮料去派对”，这完全无关紧要。该调查显示，婴儿潮一代和X一代更可能带葡萄酒去派对，而千禧一代在酒精类别中的分布更均匀。这项调查的主要问题是它假设“派对”一词对不同年龄的人意味着相同的事情。例如，晚宴派对与深夜家庭派对是两种不同的消费场合。在这个年龄，千禧一代花更多时间单身并在大型聚会中社交，而不是举办更小、更亲密的聚会。我敢打赌，没有千禧一代会想到带White Claw去晚宴派对。家庭派对？完全是另一回事。阿西莫夫使用这个数据点来声称“葡萄酒根本不受年轻人青睐”。这是一个巨大的逻辑跳跃，对酒精消费核心的不负责任误解。他似乎不理解的是，消费场合决定了千禧一代会喝什么，他们的偏好会随着场合随年龄调整而调整。麦克米伦在指出餐厅重新开放并未导致现场葡萄酒消费相应激增时犯了同样的错误。这与偏好无关，而与可用性和感知价值更相关。直接面向消费者的葡萄酒对普通大众变得更加可用，而餐厅的葡萄酒供应并不是足够独特的体验，值得传统的高昂加价。与“派对”中的酒精消费一样，餐厅的消费体验和价值主张是不同的。消费者可以在家打开一瓶葡萄酒倒一杯，没问题。该消费者很可能无法制作许多他们可能在餐厅点的鸡尾酒，因此体验是独特的，感知价值更高。再次强调，问题不是偏好，而是特定消费场合的感知价值。随着千禧一代年龄增长，他们的消费场合演变，葡萄酒将恢复到前几代的消费水平。酒庄需要放下自我，像人类一样与人交谈。大多数酒庄在过去几十年里夸大了围绕产品的浮华和仪式，结果75%的美国人仍然对葡萄酒饮用的“规则”感到害怕。什么规则？这是葡萄酒——按你喜欢的方式喝，不要让任何公司告诉你其他方式。酒庄将自己置于神坛越高，离他们想要的新客户就越远。可及性始于不因人们用无梗酒杯喝酒或在葡萄酒中加冰块而羞辱他们。它随着相关人士以有趣而非自命不凡的方式谈论葡萄酒而发展。这是婴儿潮一代酒庄做得很差的事情。好消息是年轻的葡萄酒公司正在弥补不足，并在千禧一代的水平上与他们相遇。几个例子：韦德酒庄在创建内容方面做得很好，让一位名人葡萄酒饮用者在镜头前展现脆弱，并在尝试猜测便宜与昂贵葡萄酒时犯错。拉斯哈拉斯酒庄专注于轻盈、易饮的葡萄酒，标签采用有趣轻松的艺术。他们最受欢迎的葡萄酒甚至名为甜莓葡萄酒，配有来自Adult Swim喜剧小品《史蒂夫·布鲁尔博士》的约翰·C·赖利图片，该葡萄酒以此命名。葡萄酒很棒，品牌轻松。两家公司都生产高品质葡萄酒，但去除了自我，以表明大多数生产葡萄酒的人与评论葡萄酒的人不同。如果你是过去十年开始的酒庄，保持专注，继续做你正在做的事情。很可能你做得对。如果你是婴儿潮一代酒庄，走出舒适区，找点乐子。与年轻品牌合作！让他们为你设计标签，甚至为你营销葡萄酒。找到利用你最擅长的方式，并通过合作伙伴补充你的弱点。作为一个小型生产商，In Good Taste不断获得帮助并帮助我们的酿酒师同行。合作精神是我进入这个行业的原因。放下戒备，找点乐子，你会惊讶于千禧一代消费者多么快地与你同行。
文章概要
本文探讨葡萄酒行业如何应对千禧一代消费挑战，批评了悲观预测，指出问题在于传统酒庄的沟通方式而非千禧一代偏好。文章强调消费场合和感知价值的重要性，并以Wade Cellars和Las Jaras Winery为例，说明通过放松、去除自我和合作可以吸引千禧一代。关键词“Adult ego state in wine tasting and beverage selection”体现在酒庄需要从自我中心的成人自我状态转向更适应性的成人自我状态，以改善沟通和营销。
高德明老师的评价
用12岁初中生可以听懂的语音来重复翻译的内容：这篇文章说，有些卖葡萄酒的公司担心年轻人不喜欢喝葡萄酒，但其实不是这样。年轻人只是在不同场合喝不同饮料，比如派对时可能喝别的，但长大后会更多喝葡萄酒。文章建议这些公司别太严肃，要像朋友一样和年轻人聊天，让喝酒变得有趣，这样年轻人就会喜欢了。
TA沟通分析心理学理论评价：从沟通分析心理学角度看，传统酒庄常处于“批判性父母自我状态”，通过规则和仪式施加压力，导致消费者感到“适应型儿童自我状态”的恐惧或抗拒。文章倡导酒庄转向“成人自我状态”，以理性、适应性的方式沟通，去除自我中心，这有助于建立“自由型儿童自我状态”的乐趣和连接。关键词“Adult ego state”在此体现为酒庄需要激活成人自我状态，以客观分析消费场合和感知价值，而非基于偏见或恐惧做出决策。这种转变可以促进健康的“我好-你好”心理地位，增强行业与千禧一代的互动。
在实践上可以应用的领域和可以解决人们的十个问题：应用领域包括市场营销、客户服务、产品开发和团队协作。可以解决的问题：1. 减少消费者对葡萄酒的焦虑和压力；2. 改善代际沟通障碍；3. 提升品牌亲和力和信任度；4. 增强消费场合的适应性策略；5. 降低行业内的自我中心冲突；6. 促进合作而非竞争的文化；7. 帮助个人在社交场合更自信地选择饮料；8. 支持酒庄从传统模式向现代转型；9. 缓解千禧一代在成长过程中的消费困惑；10. 培养更轻松、愉悦的消费体验。