Issue link: http://digital.copcomm.com/i/1013885
august 2018 / the tasting panel / 103 With millennials expected to become the leading wine-consuming generation by 2026, it's clear this demographic has wholly embraced wine. Millennials also travel roughly 35 days per year, more than any other generation, and will spend 1.4 trillion dollars annually—about 30% of total retail sales—by the year 2020, according to a 2015 Forbes article. Consulting company Harris Group also found that as the leading pro- ponents of the so-called "Experience Economy," 72 percent of millennials prefer to spend money on experi- ences versus material items, while 62 percent extend their business travel for personal vacation time. Noble Vines has sought to meld these two millennial passions of wine and wanderlust by launching a summer-travel marketing campaign titled "Travel like a Noble." With 85 percent of consumers checking online travel sites before they book on a branded hotel website, accord- ing to a study by the Cornell School of Hotel Administration, Noble Vines has opted to feature national advertising on popular travel sites like Expedia, Orbitz, Travelocity, and Hotels.com, driving consumers to retailers through a consumer sweepstakes as well as social media integration. The program includes high-impact, in-store point-of-sale with the tagline "Find Your Noble Destination" in partnership with cash-back mobile app Ibotta and marketing companies NewsAmerica and Vestcom. The campaign will run through the summer, encouraging approximately 31 million people to "Travel like a Noble." For more information, visit noblevines.com. Noble Vines' "Travel like a Noble" ad campaign aims to target millennials, particularly those who like to travel, by partnering with various travel companies. Noble Vines has begun to resonate particularly with millennial consumers, who are drawn to the true-to-varietal style and appealing price point." Noble Vines has begun to resonate particularly with millennial consumers, who are drawn to the true-to-varietal style and