Young Australian wine drinkers are lost in a fog of up to 1400 wineries and 5000 different bottles of wine when walking into a major liquor store.A challenge for PR practitioners in the wine industry is creating a message, both educational and informative, that resonates with this demographic.
Currently, there are is a lack of youthful figureheads in the industry to facilitate the integration of a wine society into popular culture. Therefore, alternative methods of communication must be sought out.
The effect of mainstream media in delivering this message is vital in understanding ways in which the wine industry can successfully converse with younger consumers.
