Sheniz Ozdemir discusses what’s hot in the wine industry right now.
Let’s talk wine. As the UK’s favourite tipple, there is so much to choose from that consumers are left spoilt for choice and can often be a daunting thought browsing through wine aisles. Tastes are broadening and expectations are heightening and as a result people are on the lookout for brands they love that slot into their everyday lifestyles.
Technology and experiences
We know that consumers are constantly on the hunt for new and exciting flavours but experience is very much apart of that. Technology has evolved in a way where it is now at the center of everything we do. As people’s thirst for knowledge increases people look past the label on the bottle and want to know more about its provenance. Treasury Wine Estates has developed its Living Wine Labels app hosting AR tech that allows consumers to simply hover their phone over the bottle’s label, bringing the story behind the product to life. People want brands that speak to them and this certainly does that! This has completely transformed the way wine talks to consumers with an aim to engage and educate.
Did someone say Vegan?
With a third of millennials now Vegans, this is no longer just a post-festive detox trend. The nation is way more mindful of their eating and drinking habits and there’s certainly no exception when it comes to wine. It can be easily assumed wine is suitable for Vegans however it is the traditional fining agents that sometimes contain traces of animal sources – a big no no for those who do not consume any kind of animal product.
The rise of rosé
With the pink craze far from over, rosé has made a resurgence in the wine industry with consumption increasing by more than a quarter from 2002 to 2017. However, taste if just as important as looking good for the gram. With a growing demand for drier styles of wines, the sweeter types have moved to the back of the shelf with pale rosé now in the forefront.
Convenience is at the heart of most purchasing decisions – if it makes life easier then it’s a no brainer. RTD formats are growing in popularity across the board from spirits brands, pre-mixed cocktails to wine and spritz. Particularly at the peak of the summer, people are looking for grab and go options and something that is light to transport and easy to recycle.
Low alcohol & alcohol-free
A challenge most drinks companies are facing is that alcohol consumption is down. Saying this, the low and no alcohol category opens the gateway for those who are looking to socialise and enjoy a tipple with their friends without the hangover the next day. There are of course many reasons to opt for a low or no alcohol bev but mostly appealing to the health-conscious consumer, driven by millennials and Gen Z. This can be a massive opportunity for retailers and operators to cash in on this wellness trend.