Nostalgia for holidays and a desire to broaden horizons will influence the way consumers choose wine when restaurants, pubs and bars reopen.
Those are among a host of insights from the second of four Wine Insight Reports from CGA, available now. They combine in-depth consumer, sales and outlet data with expert analysis by Richard Siddle at The Buyer to reveal crucial wine trends to track in 2021.
The ‘Emerging Worlds & Global Origins’ report shows the importance of balancing wines from tried and trusted regions with new and interesting choices from undiscovered countries. It highlights the value of transporting people to holiday destinations, with half (52%) of wine consumers saying they try wines from countries they have visited because it reminds them of those places.
While this nostalgia frequently refers to Old World wine countries like France, Italy and Spain, consumers’ increased travel in recent years has made them more open to bottles from New World producers like Australia, the US and South Africa. Increased knowledge has also opened up other parts of the world that previously haven’t been known to the same degree for their wine.
CGA’s report reveals the wine origins that have increased the volume and value of their on-trade sales the most, as well as countries that are slipping behind. It indicates a growing diversification among consumers, with over half (54%) showing an appetite for more adventurous choices when they drink out. British, Hungarian and Romanian wines are among those now appealing to people seeking new and exciting choices.
The research shows a substantial overlap of conservative and experimental drinking behaviour. More than a third (35%) of wine consumers say they find wines from emerging countries appealing, even if they prefer wines from traditional regions. Younger adults are more likely to choose these wines because of recommendations or to impress others, while older drinkers are more motivated by a desire to broaden their palates and horizons.
This highlights the importance of stocking bottles from emerging countries for experimental drinkers, without alienating the 56% of wine drinkers who prefer choices from countries with well-established reputations for their wine. CGA’s report explores the preferences of this group of more conservative drinkers, alongside guidance for establishing the right range.
With such a huge variety on offer, it’s so important for operators and suppliers to find the right mix of traditional and emerging countries in the wines they stock,” says Mark Newton, CGA client director and wine category specialist. “People tend to experiment with their wine much more often in the on-trade than they do when drinking at home, and that opens the door for producers and suppliers to push new and emerging options and brands into the mainstream.”
Consumers will be eagerly seeking both trusted and more unfamiliar choices when they can drink out again, and there will be some great chances to grow sales, improve margins and encourage trade-ups in the post-COVID recovery phase—but only if businesses secure a deeper understanding of people’s needs and wants.”
‘Emerging Worlds & Global Origins’ reveals ways to optimise wine offers and boost sales by communicating elements that drive consumers to each type of wine. It comes with a comprehensive PowerPoint deck of findings and a concise infographic executive summary, and is available now for £875, or as part of a complete set of four Wine Insight Reports for £2,600 (excluding VAT).