WOSA WORLD

WINE RIOT SAN FRANCISCO

18 June 2013

The Wine Riot in San Francisco took place on the 6th and 7th of June in the Concourse Exhibition Center in downtown San Francisco.  For those who are not familiar with the new concept of Wine Riot's in the USA:  they are fun events that are aiming to make the world of wine more accessible and understandable to a younger generation, the so-called millennials in America. Wine savvy twenty- and thirty somethings that are keen to learn even more about wine.

“It used to be that people didn’t start drinking wine until they were around 35,” said co-founder Morgan First, “but the millennial generation is starting much younger.”  Ms. First, 27, and Tyler Balliet, 31, the two creators of Wine Riot, and members of their own target demographic, came up with the idea of making wine tasting more appealing to their peers about four years ago.

“We were going to these wine tastings that were really boring,” said Ms. First, who was living in Boston at the time. “How did you take a room full of alcohol and make it boring?”

Most people think that young people are only beer drinkers, explained 26-year-old Nick Perold, a local digital and technology blogger and wine aficionado. He thought of Wine Riot as a chance for younger generations to learn about wine. “It makes wine accessible for young people,”Mr. Perold said.

Small wine producers at Wine Riot used the event to reach younger consumers.

“We’re getting to meet people, we’re getting to find out what they like,” said Laurel Quady, 64, of Mereda, Calif., who made her first wine with her husband in 1975 and now specializes in Muscat dessert wines. “Younger people come hear to learn, they don’t come here with a lot of preconceived notions,” she said.

As part of our marketing strategy, WOSA decided to participate in the Riots in 2013 in the major USA cities, and the San Francisco one was the first of the series of four that we included in our plan.  Zakkie Bester from Riebeek Cellars was in town and Riebeek Cellars joined in the Rioting fun that weekend.  It was wonderful to have him there and he added a lot of "authenticity" to the WOSA stand.  A total of five wineries participated in the Riot and even though this might sound like only a handful the Rioteers were overwhelmed to even see any South African wine at the show.  They were very impressed with the wines and enthusiastic to learn more about South Africa.  It is unlike any other wine event I've ever attended, and typically American, something that is presented in a very entertaining way.  There are photo booths where one can take silly pictures of oneself in all kinds of clown like outfits, and a booth from where one can send postcards to your friends, to name but a few exotic fun things to do at the show.  The new WOSA bracelets were an absolute hit in this environment.  We could not keep up with the demand for them.  It is hard to quantify the exact value that we get out of these Riots, but one thing is for sure, we have gathered so much valuable feedback from this weekend and it is the ideal exercise in getting to know the younger target market and what they are interested in.  We are looking forward to attending the next Riot in NY in September. For more information on the Riots, please visit their press page on:

http://secondglass.com/wineriot/press/

annette@wosa.us.

Annette Badenhorst

Market Manager:  WOSA USA