Attracting Younger Members: Lessons from MoMA and the Wine Industry
Early in my career, I had the chance to work at MoMA, where one particular program stood out: the Young Patrons membership. It wasn’t just about access to art—it created a genuine connection for young art enthusiasts. The events were fun, social, and designed to make younger audiences feel like part of the art world.
This got me thinking—could the wine industry take a similar approach?
Like the art world, the wine industry has a dedicated, older customer base. But as these loyal customers age, the challenge becomes clear: how do we bring the next generation into the fold? Many younger people feel disconnected from traditional wine memberships due to high costs, exclusivity, or simply a lack of outreach tailored to them.
So, what if wineries took a page from MoMA’s playbook and designed wine memberships with younger consumers in mind?
🗝️ Keys to Engaging Younger Members
Age-Based Tiered Memberships
Consider memberships by age group (21-35, 35-50, etc.), with perks and pricing that reflect the financial realities and preferences of younger consumers. Flexible pricing and customized perks can create a sense of belonging that resonates with each group.
Experiences Over Exclusivity
Today’s younger audiences value unique experiences. Think virtual tastings, behind-the-scenes vineyard tours, or intimate meet-and-greets with winemakers. MoMA’s Young Patrons enjoyed exclusive studio visits and curator-led tours—wineries could offer similar insider experiences.
Go Digital
Exclusive digital content appeals to younger members. Offer virtual meetups with winemakers, behind-the-scenes videos, or even Instagram Live Q&As. This digital access can help create a personal connection, especially for those who may not live near the vineyard.
Make It Social
MoMA’s Young Patrons brought together like-minded art enthusiasts for networking and fun. The wine industry could replicate this by hosting events that combine wine, food, music, or art, creating a social, lively atmosphere that draws in younger crowds.
Flexibility Is Key
Offer flexible options like smaller shipments, skip-a-month plans, or personalized wine choices. Giving younger members control over their experience shows that the industry understands their lifestyles and budgets.
By exploring the parallels between the art and wine industries, we can develop fresh ways to connect with younger consumers and make wine feel as relevant as other cultural experiences.
👉 Check out these photos of me and my friends at a MoMA event back in 2012—these moments truly reflect the energy and fun that made Young Patrons special. Could the wine industry benefit from a similar approach to engaging the next generation?
What’s your take? Could creating youth-oriented wine memberships be the key to the industry’s future? 🍷
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