And they're not drawn to wine that looks conventional. At Wine Australia, the people at the Wicked Wines stand handed out transfer tattoos to young people who stuck them on their bare arms. Websites appeal to young people and interactivity, such as a competition, gets them involved. Luna has a potentially lewd ditty around the neck of the bottle. The buyer is invited to fill in the gaps.
Technology is also important.
Young people are interested in technology and are drawn to new ideas. Using plastic stoppers instead of corks is an obvious one. Or a music CD selected to suit the mood the wine maker wants to project, an approach Piper Heidsieck used for its Champagne. But all this is a big wrench for the staid wine industry. Traditionally wine was not taken seriously if the package didn't look dignified.