The grapes are seen in a vineyard in Ruedesheim Am Rhein, West Germany.
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Global wine consumption has been in a constant decline in recent years and has forced the wine industry to adapt. Organic and orange wines, non -alcoholic options and high -end vintages are seeing a greater demand, as awareness of health and increasing inflation affected consumption habits.
World wine production is expected to fall around 2% last year, reaching its lowest levels since 1961, according to the International Wine and Vine Organization. 2024 World Perspectives of Wine Production. Climate issues and adverse weather events played a great role in this fall, said the organization of the industry, especially in France, where production fell so significantly that it was described as « substantially influenced by the world wine supply. »
The decrease in production has reached the hand of the fall of consumption, following the economic challenges and the changes in the behavior of consumption. It Last statistics It shows that world wine consumption dropped by 2.6% by 2023 compared to 2022, when it was « already low ».
« People are trying to drink less, » Richard Halsead, a consumer research research research research in the IWSR alcoholic industry. Although spirits like cognac and whiskey are still reserved for special occasions, drinks such as wine and beer, which were usually the day, they feel the pinch, he explained.
A change of approach has been caused by many in the wine industry, as wine becomes less of a daily drink and more than occasional gifts.
« The industry is thinking about how people can spend a little more money, making the product more interesting. You see characteristic like natural, organic, orange, low intervention, a little more artisanal wine. » Said Halstead. « People want to control -they are more interested in the product itself, instead of being simply a mechanism of delivery of alcohol. »
This most specialized interest has promoted the growth in what was used to be niche areas of viticulture. According to one study For the market for the market for organic wine market, the size of the organic wine market will have an annual growth rate composed of 10.3% between 2024 and 2030, and Europe generating larger revenue.
Orange wine, made when the skins are left in the white wine grapes for longer, it has also been enjoying significant growth.
A glass of wine is displayed in a wine shop.
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Tatiana Fokina, CEO of Hedonism Wines, a spirits shop in Mayfair known for its rare offers, said that he has witnessed important changes in wine sales since the store opened in 2012. In particular, he said that people had begun to have a deeper interest in finding out the production process and the origins of the wine they consume.
« I think people are much more educated about what they drink. They have more developed palates, they are learning a little more about complex wines, possibly higher level wines, instead of buying more simple wines and low range, » he said.
Change occurs when experts expect a resurgence in the fine wine industry 11% fall into prices by 2024. According to expertsThe demographics of wine buyers to change, with Baby Boomers (born between 1946 and 1964) aging « in the market, while younger generations are beginning to participate, included through digital markets that help » democratize « access to industry.
Fokina agreed that people were now ready to spend more on a good bottle of wine, instead of buying three lower quality, for example. There is also a growing interest in the vitr of showcases, as he said, as people do not necessarily want to open a full bottle of wine over, for example, on a Tuesday night.
Low and non -alcohol growth
Younger generations are also directing growth in an area different from industry: low and non -alcoholic wines.
Gen Z – often defined as those born between 1996 and 2012 – now accounts for 45% of drinkers and, in a strong contrast with their parents, cite well -being as a driving force behind their behavior. According to investigate From Mintel, those aged 20 to 24 in the United Kingdom have half the chances of buying alcoholic beverages than those of older generations, with a reason that is the desire to prioritize life and well -being options.
It is seen to a worker who pours wine into the cup during the essence of the wine, the first event of Portugal’s wine.
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The ISWR said that as the non -alcoholic beverage market undergoes a « transformative growth period », the wine is at the helm. The organization provides for the market to grow at a growth rate of about 12% between 2023 and 2027, compared to a 2% growth rate for beer and cider.
Michel Doukeris, CEO of the world’s largest brewer Ab inb.struck a bullish tone in non -alcoholic beverages in a recent Interview with CNBC. He emphasized the importance of social occasions for consumers and said that non-alcoholic options allowed people to continue to socialize.
« Usually they couldn’t drink because they need to drive home. They can now drink non-alcoholic beer, socialize with friends. Still driving and returning home, » he said, adding that many people adapted to their routines resorting to non-alcoholic beverages.
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