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IN USED
T H R O U G H BREAK BREAK SOLUTIONS
T H R O U G H BREAK BREAK SOLUTIONS
TABLE OF CONTENTS 4 MEMORANDUM 5 6 MEET THE TEAM 9 11 SITUATION ANALYSIS 12 SWOT ANALYSIS 15 SECONDARY RESEARCH 16 SURVEY FINDINGS 17 OUR FINDINGS 16 CONSUMER PROFILES 19 20 CREATIVE BRIEF 24 BRANDING 3 25 26 FLAVORS 27 SOCIAL MEDIA 38 WEBSITE 29 30 PRINT ADS 31 OUTDOOR 32 PROMOTIONS 33 TV SPOT 34 PRESS RELEASE 37 38 MEDIA PLAN 40 WORKS CITED
TABLE OF CONTENTS 4 MEMORANDUM 5-6 MEET THE TEAM 9-11 SITUATION ANALYSIS 12 SWOT ANALYSIS 15 SECONDARY RESEARCH 16 SURVEY ...
MEMORANDUM Breakthrough Solutions would like to take this moment to thank Jeff Czymbor and BOVO Wines for giving us the privilege of working with you to develop a campaign for your fruit infused wines It was a pleasure creating an exciting adventurous position similar to the characteristics that de ne our team We appreciate the chance to illustrate what nine creative minds can produce Our campaign showcases how BOVO s fruit infused wine is unique from varietal wines This distinct difference lies in the process an infusion that creates an exciting end result Thank you for giving us the opportunity to innovate the future face of fruit infused wine Sincerely T H R O U G H BREAK BREAK SOLUTIONS 4
MEMORANDUM Breakthrough Solutions would like to take this moment to thank Jeff Czymbor and BOVO Wines for giving us the pr...
MEET THE TEAM Dylan Meyer MSU Advertising student who loves anything sports Love myself some pizza 5 Kathryn Malkowski Josh Horton MSU Advertising with a Creative Concentration student who loves tennis and the Detroit Tigers MSU Advertising student who likes to have fun and go on adventures Baseball and shing are the best pastimes Tom Cousins MSU Advertising student trying to combine the crazy world of advertising with collegiate athletics Loves chicken wings
MEET THE TEAM  Dylan Meyer MSU Advertising student who loves anything sports. Love myself some pizza.  5  Kathryn Malkowsk...
Ian Puzdrowski MSU Advertising student who loves all things regarding music and plans to transform the industry Avid ice cream eater Ali Ciaffone Lillian Holloway Advertising student at MSU who loves to travel almost as much as I love to eat An Advertising Creative major who loves to be simple Just simply trying to make it in the world A die hard Marvel s fan Parker Mesaros MSU Advertising student who doesn t go out much Ziran Zhou MSU Advertising student who plans to travel around the world but sometimes just enjoys staring blankly 6
Ian Puzdrowski MSU Advertising student who loves all things regarding music and plans to transform the industry. Avid ice ...
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SECTION 1 Situation Analysis
SECTION 1  Situation Analysis
SITUATION ANALYSIS BOVO s HISTORY BOVO s founder Jeff Czymbor rst started mixing wines in his home learning the techniques from his neighbor After realizing that fruit infused wines had a unique taste different from red or white wines Jeff saw an opportunity to put his infused wines on the market and started Modern Craft Winery As time passed he knew fruit infused wines had very little presence nationally so Jeff decided to step away from Modern Craft and start BOVO He and his business partners plan to take fruit infused wines to the national level PRODUCT DESCRIPTION BOVO offers wine drinkers a distinctive fruit infused wine which is a red or white wine mixed with natural fruit avors They currently offer ve annual avors including Cherry Raspberry Blackberry Peach and Grapefruit Holiday wines are also available which include Valentine s Day Scarlet Fudge Thanksgiving and Christmas Peach Raspberry Mix and a Halloween spiced wine MISSION VISION AND GOALS 9 Our client has a vision to increase appreciation for fruit wine by showcasing how it is unique from varietal wines BOVO has also provided that their mission is to become the face of fruit wine by creating superior wines and catering to consumers needs for adventure and excitement The main goal is to position nationally a fruit wine category
SITUATION ANALYSIS BOVO   s HISTORY  BOVO   s founder, Jeff Czymbor,    rst started mixing wines in his home, learning the...
COMPETITION BOVO s closest competitors could include Barefoot Arbor Mist or Chaucer However they are not too closely related because these three competitors are not usually seen as being adventurous or exciting brands This differs with how BOVO wants to be seen POSITIONING Some ways that may help the target audience feel the need to try BOVO includes demonstrating that fruit wines are worth exploring because of their unique tastes and longer shelf life than normal red or white wines They can position their wines as being adventurous and exciting Also by trying a BOVO brand over a regular red or white wine the target audience would be more adventurous with something new and different BOVO also offers a handful of diverse fruit avors at a relatively cheap price going for around 4 99 to 7 99 per bottle Furthermore BOVO has the ability to mix with other beverages and still have a distinct taste over other wines TARGET AUDIENCE BOVO s target audience consists of those willing to seek adventure speci cally ages 21 35 10
COMPETITION  BOVO   s closest competitors could include Barefoot, Arbor Mist, or Chaucer. However, they are not too closel...
CHALLENGES One of the key challenges that BOVO currently faces is they are not in the market at this time This could make it slightly dif cult for them to gain brand awareness in a market that is already established Another challenge that BOVO will more than likely face is trying to persuade the younger generation adults ages 21 35 to take a step back from their routine purchases and try the unique wines that BOVO offers instead AREAS TO EXPAND From the research we did on adults ages 21 35 and their interactions with wine we found that young drinkers are signi cantly more likely than older drinkers to tie wine with identity Mintel 2016 We also found that they consume alcohol more often and show the greatest diversity in their consumption as compared to other groups Mintel 2016 This will have an impact on BOVO gaining a client base and making themselves attractive to the younger generations due to their openness in wanting to try a variety Another positive for BOVO is that the wine industry is expected to continue growing over the next ve years and should enhance the market The industry is expected to grow in total revenue by 2 7 in 2016 IBISWorld 2016 This bene ts our client because their target audience in the market will contribute to the growth in revenue in the market making it helpful for them to gain a client base 11
CHALLENGES One of the key challenges that BOVO currently faces is they are not in the market at this time. This could make...
SWOT ANALYSIS INTERNAL innovative style of fruit infused wine unlike anyone else long lasting freshness and quality of the wine price point appeals to the target audience seasonal avors able to mix with other beverages S currently not on the market no media presence online or print not claiming a home location ie Napa Valley possible appeal to an underage crowd EXTERNAL target audience is willing to try new alcohol strong established competitors ability to compete with beer at bars restaurants because of the longevity of the wine buying habits of millennial and other younger generations wine is leading and growing within the alcohol industry few fruit infused wine competitors W O non patented product claiming shelf space T 12
SWOT ANALYSIS INTERNAL -innovative style of fruit infused wine,unlike anyone else -long-lasting freshness and quality of t...
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SECTION 2 Strategic Research
SECTION 2  Strategic Research
SECONDARY RESEARCH U S WINE INDUSTRY Wine consumption in the U S has increased since 2000 however the wine industry is still facing some challenges due to the recession of consumers to purchase value priced wines Recently millennials drank 42 percent of all wine in the U S last year more than any other generation Reports found that millenials de ned as the 79 million Americans ages 21 to 38 drank 159 6 million cases of wine in 2015 an average of two cases per sitting Our research also shows that even though the top dollar wine bottles aren t being purchased millennials BOVO s target are still willing to purchase wines FRUIT BASED ALCOHOL Millennials of legal drinking age consume alcohol more often and show the greatest diversity in their consumption as compared to all other age groups Younger consumers over index in their agreement that it s a source of pride to try as many different kinds of wines they can Mintel This shows that introducing millennials to BOVO wine will have great bene ts They have the greatest diversity of consumption and take pride in trying many different wines This will drive them to try the new BOVO wines 15
SECONDARY RESEARCH U.S. WINE INDUSTRY Wine consumption in the U.S. has increased since 2000, however the wine industry is ...
SURVEY FINDINGS 41 of alcoholic beverage consumers said they would rather drink at home than at restaurants bars and social gatherings 87 of people said they were willing to try fruit infused wines The majority of surveyed participants who were alcoholic beverage consumers said that they drink 3 5 times per week This was 10 more than the next group who said they only drink one time per week 36 of alcoholic beverage consumers said they prefer wine over liquor and beer Wine had six more votes than beer and seven more votes than liquor 16
SURVEY FINDINGS 41  of alcoholic beverage consumers said they would rather drink at home than at restaurants, bars, and so...
OUR FINDINGS Based upon our research ndings we are going to target millennials that are willing to seek adventure Our survey shows that most people drink wine at home so we also want to target them but position the wine in a way to make it an exciting new product We want to help encourage people that may just drink wine at home to take it out to places and create an adventurous lifestyle We would also like to target the wine consumers in general as our survey shows that most people do not care about the brand of the wine but rather more about the taste and type of wine 17
OUR FINDINGS  Based upon our research    ndings we are going to target millennials that are willing to seek adventure. Our...
CONSUMER PROFILES MILLENIALS AND GEN Y AGES 21 35 more interested and likely to buy fruit infused wines than any other gorup believe the wine they drink represents themselves more likely to seek adventure and willing to try new experiences drives the U S wine consumption 18
CONSUMER PROFILES MILLENIALS AND GEN-Y AGES 21-35 more interested and likely to buy fruit infused wines than any other gor...
CREATIVE BRIEF WHAT WE WANT THE ADVERTISING TO DO Create a brand identity for BOVO wine and get consumers excited about infused wines Make BOVO infused wines stand out as a beverage that is desired by those who are seeking to spice up their everyday routines WHO THE ADVERTISING IS TALKING TO Adults 21 35 Primarily young adults that lead active lifestyles and are willing to seek adventure INSIGHTS RELEVANT TO THE CAMPAIGN young drinkers say they are more likely to try wines with added ingredients frequent wine drinkers believe the wine they drink represents them MAIN PROBLEMS BRAND IS CURRENTLY FACING 19 new brand zero brand recognition infused wines are a new concept that most people aren t familiar with many competitors in the alcohol industry not just the wine industry
CREATIVE BRIEF WHAT WE WANT THE ADVERTISING TO DO Create a brand identity for BOVO wine and get consumers excited about in...
HOW OUR ADVERTISING WILL ADDRESS THESE PROBLEMS Our advertising will create a brand image that entices customers to seek more than the ordinary We want to make BOVO infused wines the beverage of choice for trendsetters and adventure seekers By marketing the drink as a way to break away from the norms of your everyday life WHAT TONE DO WE WANT THE ADVERTISING TO ENVOKE con dent fun exciting trendy lively HOW WE WANT THE TARGET MARKET TO VIEW THE BRAND Unique and interesting The go to beverage for adventure seekers and those who seek to stand out 20
HOW OUR ADVERTISING WILL ADDRESS THESE PROBLEMS Our advertising will create a brand image that entices customers to seek m...
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SECTION 3 Creative Work
SECTION 3  Creative Work
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BRANDING 24
BRANDING  24
ANNUAL FLAVORS IN USED BOTTLED BY BOVO CONTAINS SULFITES 750 ML www infusedwines com GOVERNMENT WARNING 1 ACCORDING TO THE SURGEON GENERAL WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTHDEFECTS 2 CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY AND MAY CAUSE HEALTH PROBLEMS IN USED BOTTLED BY BOVO CONTAINS SULFITES 750 ML www infusedwines com GOVERNMENT WARNING 1 ACCORDING TO THE SURGEON GENERAL WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTHDEFECTS 2 CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY AND MAY CAUSE HEALTH PROBLEMS IN USED BOTTLED BY BOVO CONTAINS SULFITES 750 ML www infusedwines com GOVERNMENT WARNING 1 ACCORDING TO THE SURGEON GENERAL WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTHDEFECTS 2 CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY AND MAY CAUSE HEALTH PROBLEMS IN USED BOTTLED BY BOVO CONTAINS SULFITES 750 ML www infusedwines com GOVERNMENT WARNING 1 ACCORDING TO THE SURGEON GENERAL WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTHDEFECTS 2 CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY AND MAY CAUSE HEALTH PROBLEMS IN USED BOTTLED BY BOVO CONTAINS SULFITES 750 ML www infusedwines com 25 GOVERNMENT WARNING 1 ACCORDING TO THE SURGEON GENERAL WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTHDEFECTS 2 CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY AND MAY CAUSE HEALTH PROBLEMS
ANNUAL FLAVORS IN USED BOTTLED BY BOVO CONTAINS SULFITES 750 ML  www.infusedwines.com GOVERNMENT WARNING   1  ACCORDING TO...
HOLIDAY FLAVORS IN USED BOTTLED BY BOVO CONTAINS SULFITES 750 ML www infusedwines com GOVERNMENT WARNING 1 ACCORDING TO THE SURGEON GENERAL WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTHDEFECTS 2 CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY AND MAY CAUSE HEALTH PROBLEMS IN USED BOTTLED BY BOVO CONTAINS SULFITES 750 ML www infusedwines com GOVERNMENT WARNING 1 ACCORDING TO THE SURGEON GENERAL WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTHDEFECTS 2 CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY AND MAY CAUSE HEALTH PROBLEMS IN USED BOTTLED BY BOVO CONTAINS SULFITES 750 ML www infusedwines com GOVERNMENT WARNING 1 ACCORDING TO THE SURGEON GENERAL WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTHDEFECTS 2 CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY AND MAY CAUSE HEALTH PROBLEMS 26
HOLIDAY FLAVORS IN USED BOTTLED BY BOVO CONTAINS SULFITES 750 ML  www.infusedwines.com GOVERNMENT WARNING   1  ACCORDING T...
SOCIAL MEDIA By using social media the Infused brand will not only communicate successfully with customers but also run a year long campaign Most social media posts will include a link to the Infused website to drive traf c and increase google search results 27 The campaign will be based around INFUSELIFE encouraging users to use this hashtag on all platforms to show how they infuse their lives with Infused wines
SOCIAL MEDIA -By using social media, the Infused brand will not only communicate successfully with customers, but also run...
WEBSITE This interactive website features an easy owing platform that will engage consumers while leading them to purchase Social media and in store sign ups with drive traf c to the website where consumers have the chance to spin a virtual slot machine when they sign up for the emailing list This slot machine will give them coupons free merchandise and a chance to win free wine The website will also be linked to the social media campaign where consumers will be prompted to share pictures where infused has made their lives better Winners will be selected through searching the hashtag and the winning pictures will be posted on the front page of the website The winners will get an Infused prize package and ve 5 off coupons that they can email to friends so they can also try the wine 28
WEBSITE This interactive website features an easy    owing platform that will engage consumers while leading them to purch...
PRINT ADS A typical dinner made better with Everything you love about summer IN USED made better with IN USED www infusedwines com Just made better IN USED www infusedwines com 29 www infusedwines com
PRINT ADS A typical dinner  made better with  Everything you love about summer  IN USED  made better with IN  USED www.inf...
Late night texts The friend group made better with www infusedwines com made better with IN USED www infusedwines com IN USED 30
Late night texts  The friend group made better with  www.infusedwines.com  made better with IN USED www.infusedwines.com  ...
OUTDOOR www infusedwines com 31
OUTDOOR www.infusedwines.com  31
rp Pu IN USED facebook com infusedwines IN USED Sweet Peach Instagram infusedwines 5 Sunset 6 1 shot triple sec 1 cup orange juice 1 2 cup INFUSED cherry wine Pi 3 P e a c h 7 nk Candy Raspberry IN USED 1 cup lemon lime soda 1 shot cotton candy vodka 1 2 cup INFUSED raspberry wine 1 2 shot vanilla schnapps 1 2 cup peach sherbert 1 2 cup INFUSED peach wine www infusedwines com 4 Re d le 1 4 cup water 1 tbsp sugar 1 2 cup frozen lemonade 1 4 cup grape juice 1 4 cup lemon lime soda 1 2 cup INFUSED blackberry wine Twitter infusedwines 8 Slushberry IN USED Cootie catcher showcases some of our signature mixed drinks with the Infused wines This piece will be folded up and attached to the wine bottles by string in the stores as a promotional item 2 DRINK RECIPE COOTIE CATCHER 1 PROMOTIONS 32
rp Pu  IN USED  facebook.com infusedwines  IN USED  Sweet Peach  Instagram  infusedwines  5  Sunset  6  1 shot triple sec ...
TV SPOT Spot 0 30 Title Infuse Life Video LS Beach with couple on lawn chairs Colors are dull until bottle is opened Audio Calm dull music plays 33 MS Couple sits up and people begin to ll in around them playing volleyball and drinking wine The world is in color CU Man drinking Infused wine People are cheering in the background PAN LEFT Shows surfer until he hits the dull black and white border Music gets exciting SFX Crowd buzz with people laughing MAN Look John s going to ride the wave SFX DING as John hits the dull non infused part of the beach ART CARD Tagline changes on screen from Infuse the beach Infuse the surf Infuse life
TV SPOT Spot  0 30 Title  Infuse Life Video   LS  Beach with couple on lawn chairs. Colors are dull until bottle is opened...
PRESS RELEASE We will issue a press release to local and national media This will get both the online and print media to run the release to reach as many people as possible By doing so it will gain the interest of wine consumers and create awareness for Infused wines This press release will help create the buzz that is needed to get Infused wines started off right IN USED FOR IMMEDIATE RELEASE May 1 2016 CONTACT Dylan Meyer Public Relations Manager Break Through Solutions meyer breakthrough com 231 649 1359 Infused Wines Changing the Wine Game Infused Wines appeals to Millennials with a new exciting drinking experience Au Gres Mich Infused Wines and Break Through Solutions announced today that Infused Wines will go national May 15 2016 The wines will be fruit infused with natural flavors Infused Wines will be coming out with five flavors year around along with three different holiday wines The fruit infused wines are great to drink alone but are also perfect to add your own flavors to make different recipes that add a new exciting drinking experience for millennials and wine consumers Infused Wines is located in Au Gres Michigan that specializes in fruit infused wines We create inspiring flavors for the wine industry and excel at flavor creation and ideation said Infused Wines founder and CEO Jeff Czymbor At Infused Wines we are dedicated to expanding the worlds expression through flavors exploring the globe for ingredients innovating to bring customers unique propositions and giving millions of consumers moments of delight every single day After great success in his previous wine endeavors Jeff wanted to branch out and take his new company national Infused Wines wants to create a new customer base in the wine industry to create a new and exciting drinking experience Infused Wines was created to not only reach current wine consumers but to also provide non wine consumers a new experience that bring new consumers to the wine industry Flavors are being mixed blended and infused to many product categories like beer vodka and even gourmet marshmallows said David Reagan a regular Infused Wines drinker I find it very interesting and beneficial for the wine industry to do the same I find the different fruit flavors in wine to be enjoyable Infused Wines will go national this year with wines available in select grocery chains and liquor stores They will continue to look into new flavors among other options to continue to make this new drinking experience exciting for millennials The wine bottles will retail at 4 99 7 99 For more information or to purchase wine visit www infusedwines com 34
PRESS RELEASE We will issue a press release to local and national media. This will get both the online and print media to ...
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IN USED  T H R O U G H BREAK BREAK SOLUTIONS
SECTION 4 Media Plan
SECTION 4  Media Plan
MEDIA PLAN ANNUAL FLAVORS 2016 MAY DIRECT MAIL OUT OF HOME PRINT ADS P R EVENTS SOCIAL MEDIA TELEVISION 37 JUN JUL AUG SEP OCT NOV DEC 2017 JAN FEB MAR APR
MEDIA PLAN - ANNUAL FLAVORS 2016 MAY  DIRECT MAIL OUT-OF-HOME PRINT ADS P R EVENTS SOCIAL MEDIA TELEVISION  37  JUN  JUL  ...
MEDIA PLAN HOLIDAY FLAVORS 2016 MAY JUN JUL AUG SEP OCT NOV DEC 2017 JAN FEB MAR APR DIRECT MAIL OUT OF HOME PRINT ADS P R EVENTS SOCIAL MEDIA TELEVISION 38
MEDIA PLAN - HOLIDAY FLAVORS 2016 MAY  JUN  JUL  AUG  SEP  OCT  NOV  DEC  2017 JAN  FEB  MAR  APR  DIRECT MAIL OUT-OF-HOME...
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WORKS CITED Wine Industry Hafner J 2016 February 16 Study Millennials drink nearly half of all wine in the U S Retrieved April 7 2016 from http www usatoday com story money nation now 2016 02 15 millennials drink nearly half all wine us 80420746 Wine Industry IBISWorld 2016 February Wine and Spirits Wholesaling Retrieved February 15 2016 from IBIS Industry Market Research database WIne Industry Mintel 2016 Wine U S October 2014 Retrieved from Mintel Academic Bottle Photo On Billboard Bottle_PNG2091 n d Retrieved April 9 2016 from http pngimg com upload bottle_PNG2091 png Creative Brief Photo Group_drinking_wine n d Retrieved April 9 2016 from http convoagency com wp content uploads group_drinking_wine jpg Wine Sales Growth Chart Silicon Valley Bank n d U S wine industry s gross margin from 2002 to 2015 In Statista The Statistics Portal Retrieved March 23 2016 from http www statista com statistics 209163 us wine industrys gross margin Billboard Photo Woman beach cocktail ocean storm hurricane small n d Retrieved April 9 2016 from https grist les wordpress com 2013 08 woman beach cocktail ocean storm hurricane small jpg w 660 h 440 Creative Work Messy Bed Obry C 2010 May Retrieved April 10 2016 from http www llewellyn com blog 2010 05 the healthy bed Obry C 2010 May Retrieved April 10 2016 from http www llewellyn com blog 2010 05 the healthy bed Beach sunset people person n d Retrieved April 10 2016 from http www shutterstock com s couple beach sunset search html FONTS USED Book Avenir Next Condensed Demi Bold Print Ads Arial Regular 40
WORKS CITED Wine Industry - Hafner, J.  2016, February 16 . Study  Millennials drink nearly half of all wine in the U.S. R...