Department - Author 1

Journalism Department

Degree Name - Author 1

BS in Journalism



Primary Advisor

Dan Eller


The following study was conducted in response to a recent interest in the wine industry and its target markets. With millennials making up such a large portion of our population, I wanted to know why they weren't as big of consumers of wine as previous generations of wine drinkers. Although there are over 80 million millennials in the U.S., only 23 million drink wine. I have uncovered three main recommendations to wine companies in order to gain brand recognition with the millennial generation: be authentic in your marketing endeavors, partner with local nonprofit or fitness organizations, and make visually appealing labels.