Top 10 drinks trends for 2017
7th February, 2017 by Lucy Shaw
8: Wine breaks from tradition
Wine is on the up. While millennials drink less than the generations above them of almost every category, they consumed 36% of all wine purchased last year in the USA. Not only did they drink more, they drank more expensively: a Wine Market Council survey revealed that 17% of all millennial wine drinkers paid over $20 for a bottle in the past month, compared to 10% of all drinkers.
This popularity is due to recommendation apps and younger, less stuffy brands making wine more accessible and relevant to the millennial audience. Australian newcomers Cake Wines are connecting with younger drinkers by behaving like a beer or spirit brand. While their wine comes from the Adelaide Hills they operate from a warehouse in Sydney’s inner-west, at which they host DJs, street-food festivals and talks from chefs, other winemakers and artists.
Far less technologically advanced, but proving equally popular with younger drinkers, are wine pouches and cans such as those from Union Wines. Their smaller portion size appeals due to a combination of smaller households, concerns about packaging wastage, and people wanting to try a greater range of wines.
New wine brands in the UK will adopt the marketing platforms of the other alcohol categories, moving into music, street art and street food. Similarly, wine bars will move beyond the 1980’s suits and champagne stereotype. Canned, bagged and boxed wine will move past its association with cheap plonk and become standard options for many brands.