As I explore the marketing plan for my emerging wine business, I have spent a lot of time thinking about how the wine industry currently appeals to consumers. In desiring to reach a multi-cultural target market, what I have found is the language and understanding are not adequate to meet my needs. I feel like I am moving into new territory by wanting to speak directly to Black and LatinX consumers within being exclusionary. I am curious about how others approach this space? I am particularly curious if non-poc marketers think that by not defining race, you appeal to everyone. Let's discuss.
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I know two things: 1. I do not know enough. 2. Focus on learning about things you do not know enough about. I am curious about how the people who have previously felt excluded (maybe still do) from the wine industry. How do we help make wine for everyone? Sorry I answered your question with a question 🤷🏻♀️
Interesting question. Maybe take a play from TV commercials and Print ads. If you want a multicultural consumer. Best to include one of each race you want, that simplifies things in a way. It says open to all. Why not put that on the packaging? Something like THIS BOX FOR EVERYONE 21+ INTERESTED IN WINE. Being inclusive with words is also helpful. 👍