Alan Kropf of Mutineeer Magazine and Mutant Drink Marketing to Deliver Keynote Speech

We all know marketing to Millennials is a hot topic. But marketing to Millennials misses the point in two ways.

Alan KropfFirst, it is not Millennials’ purchasing decisions but the way they view the culture of wine as different. Second, it is not simply Millennials but everyone who makes purchasing decisions via their smart phones, the web, and social media who see wine within this new culture and who need to be treated in a modern way.

Alan Kropf of Mutineer Magazine and Mutant Drink Marketing will talk about the new wine tourism consumer and how (and how not to) market to her. The title of his talk is Marketing Your Wine Tourism Business in the New Culture of Wine.  Some examples of what Alan will discuss:

  • The modern wine tourism consumer does not want to be marketed to. He wants to have a conversation with you.
  • Negative reports of your business will happen. Don’t defend. Acknowledge.
  • Marketing is now more than just reaching new consumers. It involves creating interesting content and educating your community.
  • The new consumer is willing to pay more for a more personal experience. She wants to have special experiences and a connection with you, the provider.


Alan Kropf, founder and president of Mutineer Magazine and Mutant Drinks Marketing, is a leader among the next generation of beverage professionals.

Kropf is a Certified Sommelier through the Court of Master Sommeliers, holds an Advanced Certificate with Merit through the Wine & Spirit Education Trust, is a Certified Beer Server through the Cicerone Certification Program and holds a Bartending/Mixology Certificate through National Bartenders Bartending School.

Mutant Drink Marketing was founded in 2009 as a sister company to Mutineer Magazine, and operates as the marketing arm of the Mutineer Media Group. Mutant Drink Marketing is a full-service agency providing beverage marketing consulting services with a focus on millennials and new media, including events, creative work, strategic development, trade marketing, web services and social media.

Kropf has won numerous awards for his marketing and media work, including Forbes 30 Under 30, The Daily Meal Coolest People in Drink 2013 & 2014, Wine Enthusiast 40 Under 40, and Wine & Spirits Magazine 30 Under 30.