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Millennial Wine Marketing Insight Offered at the Mutineer Magazine #WineCircus


The Mutineer Magazine’s Marvelous Millennial Wine Marketing Circus

Mutineer Magazine and Millennial speakers embarked on an epic five-day journey through five California wine regions to connect with wineries on Millennial marketing strategies. Led by Mutineer Magazine Editor in Chief, Alan Kropf, this first-of-its-kind Millennial wine marketing conference successfully brought together Millennial wine marketing brands to speak about Millennial culture and its implications on the wine industry, free of charge.

The conference started out in rural Calaveras County wine region at Twisted Oak Winery in California gold country. They traveled to Santa Barbara to connect with local wineries at Firestone Vineyards. Paso Robles was next with a full house at EOS Estate Winery, followed by Sebastiani in rustic and picturesque Sonoma County. The finale took place Napa Valley, complete with Cirque du Soleil styled aerial performers at the magnificent Charles Krug Estate.

“This conference turned out to be everything we’d hoped for and more. Professionals like Tyler Balliet are redefining millennial wine culture through the use of technology and innovative events like Wine Riot, and to bring him and the rest of our speakers to five different regions gave us the chance to start real conversations with wineries in each region,” say Kropf.

The complimentary two-hour workshop dazzled attendees with grand discussions and inspired thoughts about the Millennial wine market with topics led by our five presenters:

– Wine is Taking Center Stage: It’s Show Time! by Tyler Balliet
– The Wine Tasting Experience Re-imagined by Sarah Elliman
– Dancing Bears, Snake Oil and Listening Skills by Christophe Smith
– Traditional Public Relations in a Digital Age by Ashley Nicole Teplin
– On the Doorstep of a Wine Revolution by Alan Kropf

“Millennials are an incredibly unique generation of wine drinkers and marketing to them takes new approaches,” says Tyler Balliet, Founder of Second Glass. “They are the first generation to know wine as a mainstream product and they are the first generation to sort and validate information, rather than seek it. Marketers need to adapt and change their approach if they want to reach these consumers.”

The magnanimous circus roustabout included the following five stage performers:

Tyler Balliet, Second Glass: thesecondglass.com / @SecondGlass
— Second Glass was born out of Tyler’s desire to transform wine tasting with technology and education. He developed the mobile application used in tandem with Wine Riot, a millennial focused event that empowers consumers with confidence and education in a fun, entertaining atmosphere. Tyler has been heralded as a new voice in the wine world and crowned “the prince of Boston’s wine revolution” by Stuff Magazine.

Alan Kropf, Mutineer Magazine: mutineermagazine.com / @MutineerMag
— Alan is certified through the Court of Master Sommeliers, Wine & Spirit Education Trust, Cicerone and National Bartenders School. Alan has beverage experience at some of the world’s more prestigious properties, including the Beverly Hills Hotel and Gordon Ramsay. Alan founded Mutineer Magazine in 2008, which was picked up for national distribution in 2009. Since then Alan has won numerous beverage and publishing awards for his work with Mutineer, including Forbes Magazine’s “30 Under 30”, Zagat’s “30 Under 30” for San Francisco, and Wine & Spirits Magazine’s “30 Under 30”.

Christophe Smith, Harvest Live: harvestlive.tv / @cork_dork
— Christophe Smith is a ten year veteran of the wine industry and has worked in production, retail, marketing and national sales, although is best known for his creativity and achievements in social media. Currently a Producer at WineBizRadio.com, and has created Titus TV and Harvest Live, two popular web-based programs that create real world consumer engagement.

Ashley Nicole Teplin, Teplin+Nuss: teplinnuss.com / @TeplinNuss
— Prior to starting her own agency, Ashley Nicole Teplin worked with the renowned Pamela Hunter at Studio-707. Pam and her colleagues pioneered an approach to traditional Public Relations that is today’s standard. She was recently featured in North Bay Biz Magazine as a publicist integral in guiding the consistent online voice in 2012 in the article titled, “Inside the Millennial Mind.”

Sarah Elliman, CellarPass: cellarpass.com / @CellarPass
— Sarah Elliman pioneers new ways to help wineries reach their target audience and increase consumer response, specifically with on-site visits. She applies her keen understanding of the customer/winery relationship at CellarPass, a real-time winery reservation system that helps customers discover and book wine tasting experiences. Resourceful and innovative, Sarah continually develops new ways to improve winery processes and enhance the guest experiences that lead to long lasting customer loyalty.


  1. Mark Gordon | Thursday, May 24, 2012

    Great conference, all. It was great meeting all of you.

  2. Mark Gordon | Thursday, May 24, 2012

    Oh, and did you post the presentation(s) slides?

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