Wine X
Thursday, June 16, 2005

Finally a Wine magazine for the Pretentious, Generation X slackers, Wine X. This mag focuses on Wine, Culture, Music, Travel things we are interested in. I am a reader of Wine Spectator but I know this is not written for my demographic, I cannot afford most of the wines inside and the advertising is a dead giveaway. I just came across this mag on
http://www.fermentations.typepad.com and signed up for a subscription. The cost is $21 a year for 6 issues, not bad seeing that I don't currently have any subscriptions, one of the perks working at an ad agency and getting access to hundreds of mags for free every week. I usually get my Wine Spectator here but have never come across this one. Watch next week I see this one in one of the bins, it would be my luck.

Its nice to know that there is a mag that focuses on the rest of us who stumbled into the wine scene earlier than most. I hate the fact that it has been around since 97 and I am just finding out about it but oh well. The mag was created to speak to the Generation Xers out there and now the Millennials who outnumber and outspend us. Some of the stats I came across on their Media Kit are pretty interesting.

http://www.winexmagazine.com/

Ask people who or what Generation X is and you get answers ranging from "those purple-haired grunge rockers" to "anyone under the age of twenty-five." Well, here's the truth about this often misunderstood generation.

Generation X was named so after Douglas Coupland's 1991 pop-arty novel, Generation X. Our demographic is defined as those born between 1961 and 1981, which means the leading edge is now 42-years old. We are the largest generation this country has ever produced, even larger than the Baby Boomers. There are 80 million of us with 125 billion dollars a year to spend.

We're 70 percent white, 13 percent black, 12 percent Hispanic, 4 percent Asian and 1 percent Native American. According to advertising mogul J. Walter Thompson, "Generation X will fuel the growth for product categories from fast food to liquor to apparel to soft drinks."

The Millennials (next generation after Gen X), whose leading edge is now 22-years old, is the fastest growing group in the United States, projected to increase 14.7 percent faster than the overall U.S. population from 2001-2005. They enjoy greater spending power than any generation before it. Forty percent of Millennial teens (soon to be adults) have regular jobs, while 90 percent receive weekly income. Millennial teens spend 90 percent of their entire earnings, a trend that will follow them into their early to mid-20s. And the Millennial generation is currently a $300 billion market.

Current statistics place wine consumption among young adults at 6 to 8 percent. That's it. So if this generation and the next are to fuel the growth of the wine industry, we'd better start looking for alternative publications - like Wine X - in which to reach these 80+ million consumers. Because it's blatantly obvious the current wine magazines are not doing such a hot job.

I should be getting my 1st mag in 2 weeks, I will let you know what I think of it.

Posted by mardenhill 6/16/2005 03:32:00 PM    

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