For the Love of Wine
Industry transitions as wine becomes more casual
(Family Features) Whether it’s relaxing at home, dining out at a restaurant or celebrating with friends and family, Americans are enjoying wine at a wider variety of occasions than ever before. In fact, 85 percent of frequent wine drinkers now believe that wine is equally appropriate for casual and formal settings alike.
Today’s attitudes and behaviors toward wine drinking were recently captured in the second Gallo Consumer Wine Trends Survey, commissioned by E. & J. Gallo Winery. The survey of 1,000 frequent wine drinkers found that 82 percent enjoy between one and five glasses per week, which they enjoy at a wide range of occasions.
“We are always glad to see Americans’ love of wine expand each year as they experiment with flavors, varietals and packaging formats,” said Stephanie Gallo, third generation family member and vice president of marketing at E. & J. Gallo Winery. “For more than 80 years, Gallo has strived for excellence and will continue its family tradition of crafting innovative wines that cater to Americans’ evolving wine preferences.”
A more casual approach to wine suggests that shoppers are more likely to try new wines across a range of prices. In fact, more than one-third of survey respondents classified themselves as a “wine adventurer,” while only 3 percent of those surveyed self-identified as “wine snobs.”
Exploring and experimenting
Not surprisingly, millennials are more influenced by the digital world than older generations. Survey data shows that millennials are more likely to be encouraged to try a new wine if it is featured prominently and positively in the media or if it is recommended on social media.
Selecting your sips
At the same time, sparkling wines are breaking out of formal occasions and becoming more popular for everyday moments. Interest in Rosé is also expanding beyond the peak summer months of June, July and August as more wine drinkers reach for blush wines in April and September.
However, looks still matter in the wine aisle. Millennials are four times more likely than baby boomers to select a bottle of wine based on its label, frequently looking for personality and originality. Baby Boomers, by contrast, look for region of origin and tasting notes on the label.
Thinking inside the box
Wine in a can is a relatively new concept that more than one-fourth of frequent wine drinkers expressed interest in trying – particularly for outdoor excursions. Among fans of alternative packaging, outdoor events remained the primary occasion for the use of these products, which also include mini bottles and tetra packs.
“The increase in popularity of these new packaging options is undeniably making wine more portable, practical and possible to enjoy anywhere,” Gallo said. “A single-serve package, in particular, offers a convenient option for those who reluctantly grab a beer simply because it is easier.”
Overcoming wine fears
“As an industry, we must continue working to remove these barriers in order to nurture wine’s expansion into everyday occasions,” Gallo said. “By exploring the more emotional implications of wine culture and sharing these findings broadly, we hope to welcome more people into wine.”
Pairings for every occasion
To learn more about the evolving wine culture, visit gallowinetrends.com.
Photo courtesy of Getty Images (group of people)
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