First of all, a general fact, wine consumers are better informed than before and they care about what they are drinking. They prefer to drink less but better. That is why, Scandinavia Monopolies will focus on organics wines and sustainable and ethical production. For example, Systembolaget had already achieved its forecast about organics wines representing 10% of their range by 2020.
Millennials, are still an important wine-consuming target, and their habits will still influence the future wine marketing and business. Wine sales will continue to increase online and m-business (mobile business) will be stronger. Of course, online communication and through social networks will continue to have a major impact.
For example, social media have a real importance in the decision process of buying wine. 52%[i] of French (of all ages), 51%[ii] of Londoners and New Yorkers millennials consult their relatives before buying a bottle of wine. And 21% of French (of all ages), 35% of Londoners millennials and 42% of New Yorkers millennials, bought a bottle of wine after social network recommendations.
According to Bibendum reports, this year should see the emergence of white wines from “red regions”: Bordeaux, Rhône, Touraine, Anjou, Sauvignon Blanc from Swartland, or white wines from Rioja or Portugal.
Light reds and cool climate wines should be also watched like zweigelt from Austria, spatburgunder from Germany, pinot noir from Alsace or from Oregon.
Sparkling wines in general should also increase in the U.S., UK and in China. Prosecco will be one of the reason of this increase, according to Italian Ministry, they evaluate at 2 million of hectoliters Prosecco exports (+28%) in 2016, this should represent almost 60% in volume of Italian sparkling wines.
Rosé wines should continue to grow as the quality becomes more and more better.
And to conclude, Premium wine sales may continue its rise. 2016 came to an end and it ends well for fine wine, Liv-ex 1000 index finished the year, 22.3% higher than in 2015.
The date is set for 2018 to see if 2017 trends are confirmed.
[i] Baromètre Sowine source
[ii] Vinisud 2017 study