The wine world will not stand still in 2019 either. On the contrary. At Wineproof we see the following 5 trends in our Benelux market.
- Less alcohol
Overripe grapes, a lot of extraction and associated alcohol levels have since long been a thing of the past. But this year we are going one step further. ‘FraÎcheur’ is what we want. First the aromas, the fresh notes, the characteristics of the grape and only then the richness and the alcohol.
Less alcohol even goes to almost no alcohol. Millenials show the elderly how to do it. Zero tolerance when it comes to alcohol and driving. Subconsciously we therefore think more about our alcohol consumption. We insert periods of less alcohol or we look for alternatives. Wine water for example. A little wine and a little water …
- Less marketing
We have seen it, the orange wines and the blue wines. Could it be more natural please? Respect for the winemaker who turns a natural ingredient into a natural product. Please give us minimum intervention for maximum taste. Although it does not all have to be 100% natural wine. By the way, natural wine is often too difficult because it causes too many problems when it comes to transport and storage.
Less marketing is more authenticity. Honesty about how wines are made and what is, or is not, necessary to market a good product. Transparency about the origin, respect for the terroir and clarity about what the wine brings into the glass. Rioja’s that mention a vineyard or winemakers that share their life story. That is honest!
- Respect for craftsmanship
Old methods to make wine are popping up. In turbulent times, people like to go back to the past. Amforas under the ground, blending on cement or maturation in old cuves. It’s all on trend and the customer loves it. Who thought Madeira would be hip again? Yes, we! Delicious product and great history if you put your lips to a glass of 100 year old wine.
Will port also come back? That’s quite possible. Not your grandmother’s very sweet supermarket version, but the colheitas and vintage ports. Matured sweet wines probably as well. No artificial winemaking but respect for tradition to enjoy the sweet and sour balance. Or how about still wines with the beautiful aromas that result from traditional ageing without the oakiness jumping out of your glass?
- Rosé, OK but much better
Rosé wines have been trendy for a long time. Just look at every terrace with every ray of sunshine. But just rosé is not enough. Enjoying is paramount as an outlet for our hectic life. We want to enjoy in style. No more faint southern French bulkrosé. Rosé wines with depth and preferably some terroir impression will do it.
The story of the rosé and the taste of rosé is what matters. Saignée rosé wines are on the rise. More color and more taste is welcome because rosé is not only the fast fun but more premium experience together with our friends and a trendy meal.
Digitization is unstoppable. Labels with codes, chips and other links to information sources are on the rise. They often open a web environment via our smartphone. They can also link to the table in the restaurant that gives images of the vineyard. Or to the tablet where you can check how your wine matches the menu.
Digital communication will also be about personalization in 2019. Interactive exchange of data, whether or not via your social media channels, leads to taste preferences. Wine typologies can personally point out to you which wines you like. Your own digital sommelier who scores better and better as you as a customer want to share your data.
You want to know more on wine trends, wine marketing or digital communication in wine? Or would you like to discuss your next campaign? Get in touch with Marc for passion and expertise.