Here are seven consumer wine trends to watch in 2018

2. Premium takes a back seat

But as China’s reputation in the market grows, consumers are expected to move away from US varieties and traditional premium brands.

“While the core US market appears to be is good health, anecdotal information suggests that the premiumisation narrative might be reaching its peak,” Malandrakis said.

Unlike the baby boomers before them, millennials prefer to spend their earnings on experiences over material goods. When it comes to wine, this translates into choosing unusual and unique bottles over well-established brands.

Millennials are less focused on traditional measures of wine quality than the generation before them, and also have less cash to burn. Their spending habits in the drinks category are driven by experiencing new and exciting products, targeted marketing campaigns and word-of-mouth, which could see premium producers lose influence.

“Demographic pressures – the trailing boomer effect and a millennial demographic still unable to pick up the slack- could indeed lead to a gradual deceleration of premium offerings, Malandrakis added.

“Could this be the first sign of a secular market change?”

2 Responses to “Here are seven consumer wine trends to watch in 2018”

  1. Roberto says:

    BurNarj , my suggestion for a new trend, -very tasty ,unique, made from natural Andalusian oranges . Its the only combination in the world of natural oranges in sparkling wine produced using patented method similar to traditional method used for champagne production.
    I don’t want to describe the pleasure of discovering unknown, new dimension of world – oranges , but believe me Burnarj its a great option.

  2. jeff says:

    Sorry, but based on my tasting, China is not ready for prime time yet. I’ve had offerings from both Changyu and Great Wall and they are not ready to take off internationally. Grace Vineyards could break out. On a recent (non-wine) work trip to China I stopped in a wine shop full of French, Italian, Australian, Chilean wines and asked for a Chinese wine. The clerk said almost under his breath: “Chinese wines are not very good, we drink these” pointing to the traditional wine producers on the shelf.

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