JOY is revolutionizing the traditional wine industry for Gen Z. JOY’s latest campaign is appealing to a wider audience than the typical wine buyer, particularly Gen Z and Millennials, with its bold and approachable brand identity. Since its launch in 2023, the brand has witnessed a 53% increase of sales coming from new customers who had never purchased wine before. They have already collabed with over 100 influencers, who shared their genuine experiences with the products and created engaging content for their followings, resulting in over 300 pieces of user-generated content. The brand is focusing on social media brand pillars centered around music, travel, entertainment, and dating—topics we know resonate deeply with this demo. (The Drum)
📊 YPulse data: 56% of 21-39-year-olds drink wine
