Los Olivos winery Firestone Vineyard has launched a new wine brand designed to appeal to Millennials, or the generation which began appearing roughly in the 1980s. The Santa Barbara County producer has hooked into the net-savvy qualities of Millennials in a multi-pronged effort to get next to a rapidly growing segment of wine drinkers through their new brand, Firestone Discoveries.
Using the tag line "Ignite The Senses," Firestone's campaign seeks to associate their wine with a lifestyle that's exciting to wine drinkers who have recently come of age. Tie-ins with Twitter, YouTube and Facebook will appear along the way as the winery reaches out to Millenial wine drinkers specifically and enthusiatically. One aspect of the marketing plan - "Culinary Treks" - will actively involve consumers in exotic hiking and travel promotions to take place throughout the year. These events are designed to spotlight how Firestone Discoveries fit with different cultural foods and experiences.
The wines themselves are described as "bright, fresh and fruit-forward" and sound as youthful as the demographic slice at which they are aimed. Available in fine wine retail shops and restaurants nationwide, the Firestone Discoveries Chardonnay, Cabernet Sauvignon and Merlot sell for a suggested retail price of $9.99.