"Any buying team or buyer looking to be progressive or forward thinking will take these types of “add-ons” as a selling point to carrying a brand or product. We (Millennials or otherwise) spend so much time on our phones, and have so much information at our fingertips today. ... Traditionally, a less-educated consumer would purchase a brand they know or have heard of before. Not millennials, not the generations to follow. Even some of the previous generations are buying wine differently. Now consumers want to try something different or bring a product to the party that no one has heard of before. Quality is still a factor, but today, price usually speaks to the quality of the wines we are buying. Not always, but usually. This takes the guessing of quality out of the equation. Again, we’re talking to a less educated/experienced consumer, which most are, and there is nothing wrong with that. If quality is out of the equation, it then comes to varietal or Country of Origin, name, label and if there is a story. If you have an app that can tie any of those variables together, you are creating a recipe for success that includes any consumer who uses their phone for more than texting and emails."