5 Ways to Attract and Keep Digital Natives’ Attention

Let’s be honest: We live in a stressful world. Whether the news of the day is about the economy, climate, politics, or foreign affairs, the only thing certain is uncertainty. Wanting to end the work day (and news cycle) with a “happy hour” and an adult beverage to relax and unwind seems perfectly understandable.

In these trying times, it might surprise you to know that members of Generation Z, the population cohort considered “digital natives” – who grew up with smartphones and breaking news apps in the palm of their hands – are less likely than their elders to imbibe for a number of reasons, including health concerns and a cultural shift toward sobriety. 

Studies show younger consumers are drinking less alcohol than their predecessors.

Decreasing demand for alcoholic beverages

Studies compiled by wine industry experts, including the Wine Market Council (WMC) and Silicon Valley Bank (SVB), which provides financial services to wine producers, expose an eye-opening generational shift away from drinking alcohol in general and drinking wine in particular.

What does that mean for the U.S. wine industry as it looks to replace its largest consumer segment, Baby Boomers, with subsequent generations that are smaller in size and less apt to consume alcohol? How can wine industry marketers capture the attention of digital natives who are always online but not (currently) into wine?

Culture Foundry is a member of the WMC, and during a recent presentation, WMC Research Director Christian Miller shared insights from the organization’s 2024 “DTC/Wine Club Consumer Benchmark Survey” that unveil a growth path worth exploring. 

Direct-to-consumer, or “DTC,” sales are a key metric for our wine industry client-partners, along with growth in wine club memberships, another version of direct sales. 

WMC surveyed member wineries and learned that while in-person, wine tasting room experiences are presently the No. 1 driver of DTC sales for the average U.S. winery, the second-highest path to conversion is through a winery’s website. This confirms that creating meaningful, seamless digital experiences can make a huge difference as wineries reach out to new prospects, hoping to convert them from curious shoppers to first-time buyers and repeat customers. 

The WMC findings also beg the question: What is the best way to design your website to attract younger wine lovers and keep them coming back for more?

Younger generations seek out unique in-person experiences and seamless digital ones.

Finding common ground and common causes

While a span of more than 30 years separates the oldest members of Gen Y (Millennials) from Gen Z (Zoomers), both generations have enjoyed access to the internet since their formative years. Both groups are early adopters of new types of technology and communications platforms, and both trust word-of-mouth marketing – recommendations from family, friends, influencers, and reliable sources – over more traditional, media-driven advertising and brand messaging.

When it comes to consumer choices, both generations tend to favor brands that align with their personal ethics and values. Notably, these generations appreciate unique experiences over material possessions, making them ideal targets for wineries whose products are synonymous with special occasions, hospitality, and socializing. 

Designing websites to attract digital natives

It’s important to meet digital natives in the digital spaces they inhabit, with a brand message that syncs with their priorities. With that in mind, we offer these recommendations, grouped into five (5) key digital design categories, for wineries looking to create and leverage websites that appeal to younger audiences:

1. Design Elements

Embrace a minimalistic and clean aesthetic

Digital natives appreciate simplicity in design, with a focus on utility. Present them with clean, minimalistic page layouts, including ample negative space, so you can easily showcase your products and their packaging, along with branded wine accessories that promote your winery.  Your product pages should make your wines stand out.

Choose a mobile-first design

Digital natives spend a lot of time on mobile devices. If you want to keep their attention and avoid page bounces, make sure your website and its key features are optimized for smaller screens, including responsive page layouts, mobile-friendly navigation, and touch-optimized design elements.

Incorporate dynamic visuals & micro-interactions

Pictures are worth a thousand words, and videos even more. Appeal to younger site visitors with high-quality visuals and compelling video content that invites them behind-the-scenes and into the wine-making process.

Include micro-interactions, such as hover effects or animated “add-to-cart” buttons, on pages where you want younger visitors to take action to incentivize their engagement and lend an air of sophistication to your product pages and checkout process.

Leverage personalization

Tap into your customer relationship management tools to provide personalized product recommendations, such as additional wines that match younger visitors’ previous selections or stated tastes, helping them create a curated, concierge-like online shopping experience.

2. Content Strategy / Storytelling

Utilize authentic brand storytelling

Digital natives place a premium on authenticity, and this is something you can tap into by sharing the story behind your winery: its history, people, viticulture and wine-making philosophies, and economic and community impacts, including information about environmental and sustainability practices that will resonate with younger consumers’ value-based shopping preferences. Informative blog posts, video “show-and-tell” content, and social impact reports are a great way to share this information with prospective customers, while making that content easy for them to share within their social groups.

 Offer educational content

Extend your storytelling efforts by offering novice buyers informative content they can use to educate themselves and demystify the wine-selection process. Many digital natives enjoy digging into the backstory of their purchases and will appreciate bonus materials, such as wine-tasting guides, food-pairing suggestions, and mini tutorials on the science behind different varietals. Arm younger prospects with the information they need to feel confident in their choices and validated in supporting your brand. 

Facilitate user-generated content and social proof points

Integrating user reviews, photos of customers enjoying your wine, and popular social media feeds into your winery’s website builds credibility and feeds the all-important word-of-mouth marketing machine that matters to younger generations. Digital natives pay attention to the opinions of their peers and tend to trust unfiltered feedback over glossy marketing.

Digital Natives rely on word-of-mouth marketing and the recommendations of family, friends, and trusted associates when it comes to purchasing decisions.

3. Features / Functionality

Create a frictionless checkout process

Simplify the checkout process to minimize friction. This includes offering guest checkout options, multiple payment methods (including newer ones like Apple Pay or Google Pay), and clear calls to action.  If your online store is supported by a familiar ecommerce platform, such as eCellar or Commerce7, explore ways to brand the sections of your site powered by your vendor’s software to create a consistent visual experience for shoppers.

Suggest subscription/membership opportunities

This is an area where wineries and younger generations have common interests. With digital natives gravitating towards subscription models, promoting your wine club or wine membership program can help you quickly convert first-time buyers into repeat customers. 

Make sure you design the path to purchase for wine club members with the same thoughtfulness you devote to your online store checkout process. Design an intuitive interface for members – one you can navigate on a smartphone – to make it easy for them to manage their subscriptions, update their preferences and selections, and arrange for convenient deliveries.

Invest in chatbots and AI-based support

Digital natives expect fast, efficient interactions, especially if they need assistance with a purchase (or refund). Implementing customer service chatbots or AI-driven, FAQ support features helps them get answers quickly and without having to make a phone call or wait for an email response. Machine learning-based technologies can also guide newcomers’ product selections and provide personalized recommendations to uncertain shoppers.

Experiment with AR/VR technologies

If you have the funds to invest, augmented reality (AR) or virtual reality (VR) features, like virtual wine tours or “try-before-you-buy” bottle visualization, can create a more immersive experience, allowing younger customers to explore the winery (or vineyard) anytime, anywhere.

4. User Experience (UX)

Guarantee speed & performance

Fast load times are critical for digital natives, especially on mobile devices. Ensure that your winery’s website is optimized for speed. A website that is slow to load contributes to high user bounce rates.

Architect intuitive navigation and enhanced search capabilities

Use a clear, intuitive menu structure with easy access to different wine categories, subscription options, educational content, and plan-your-visit information if you offer winery tours, wine tastings, or other special events.

Consider incorporating a website search function with predictive text to further enhance and encourage navigation throughout the site.

Prioritize accessibility

Digital natives look for inclusivity. Design your website to be accessible to all users, including those with visual and hearing impairments. Be sure to follow ADA/WCAG guidelines and work with your web design and development partner to make updates to your site design and features as federal recommendations evolve.

Note: Many Culture Foundry client-partners take advantage of a web accessibility evaluation and monitoring tool – Monsido, by Acquia – that we use to test and optimize the websites we design and build.)

5. Community & Engagement

Build community spaces

Consider including a community element, such as a forum or space for younger customers to share their experiences and/or recommendations. This can create a sense of belonging, help wine lovers of all ages connect through common interests, and foster brand loyalty.

Champion gamification

Incorporate gamified elements, such as loyalty points, membership badges, or limited-time offers. For example, users could earn rewards for trying different wines or leaving reviews on recent purchases, turning engagement with your website into a fun, interactive experience.

Younger consumers look for brands that align with their values and that create a sense of community among those who champion the brand and its offerings.

Meeting the moment…and younger buyers where they are

While the current consumer trend lines are concerning for wine producers hoping to grow their margins and their marketplace, we see a perfect opportunity for wineries to capitalize on a digital asset they (likely) already have to reach the future buyers they seek in a space where those prospects are already comfortable.

The evidence shows younger generations seek a sense of real connection and legitimate reasons to believe in the brands they support. Wineries can foster that desire for social relevance while conveying a message of social responsibility. And a convenient way to deliver both is through websites that speak to digital natives in a language they understand and respect.

Show them authenticity. Meet their expectations. Offer them value. Empower their choices. And above all, optimize their experience for the mobile devices they use to manage their lives and broadcast their experiences.

The website design recommendations shared above can help you craft a value-focused website that aligns with digital natives’ preferences, while positioning your winery as contemporary, socially conscious, and customer-centric. This approach will attract their attention, earn their appreciation, and help you cultivate lasting connections for generations to come.

Want to attract digital natives to your website?

Take advantage of our deep roots in the wine industry. We’d love to share what we’ve learned, working with some of the premier wineries in the country and would be happy to guide your next web design and development project.

Complete the form below to connect with a member of our team and start a conversation on how to grow your website to attract a new generation of wine buyers.