After a two year hiatus, VinExpo returned to New York City in March, rebranded as Vinexpo America. What a difference two years can make, particularly the past two years when the wine world, along with the rest of the world, dealt with pandemic conditions. Here are five takeaways gleaned from attending discussions and visiting the booths at Vinexpo America 2022.
1. Ecommerce was the main topic at panel discussions. In early 2020, the message to wine brands was “get online now, ecommerce is poised to take over.” By March 2020, that takeover was accelerated by the pandemic and online sales grew considerably. The U.S. lost about 5% of its on premise places over the past 2 years, and brick and mortar alcoholic beverage retailers are expected to continue to lose revenue to ecommerce through 2025.
The good news takeaway: Two years ago, far fewer consumers realized they could have wine delivered to their homes. The pandemic changed that, and now wineries that make sure their wines are available online in some form can benefit from that digital presence. Also, more and more retail/hotel/restaurant buyers are going online to search for products.
2. Gen Z is now a big target. The youngest legal drinkers, now ages 21 to 25, are drinking their values. Their interests don’t lie in iconic wine regions, wines made from only vinifera, or wine scores. They want to drink local, drink sustainable, and try new grapes. They care about story, clamoring to know who is making the wine, how they’re caring for the earth when they do so and also how they’re caring for their employees.
The good news takeaway: Wineries are increasingly focusing on sustainability. Make that part of a marketing strategy to gain the attention of Gen Z.
3. Evolved Home Premise is a trend to watch. During the last 2 years, people invested in their home entertainment spaces and are expected to continue to "premiumize" their at home consumption. People created outdoor movie areas, more upscale home bars, and other entertainment spaces. Those that did bought better beverages.
The good news takeaway: Making home consumption of premium wines part of a marketing strategy can capture the interest of the homeowners who will continue to use the home entertainment spaces they invested in.
4. Ready to Drink Goes Upscale. The beverages going into ready to drink cans is getting better as the category continues to gain steam. Spritz, wine in can, and mixed cocktails in cans are all the rage.
The good news takeaway: RTDs that have wine or gin as ingredients are most popular. Wine brands that can add an RTD to their portfolio can take advantage of this trend.
5. Low and No ABV drinks are on the rise. Between 2021 and 2022 the was 8% growth in the category. In the U.S. No ABV drinks are expected to grow 30% by 2025. Low ABV drinks are expected to grow 20% by 2025.
The good news takeaway: Brands don’t have to produce low quality wines with alcohol removed to gain the attention of consumers. Rather, they can focus on naturally low ABV styles such as piquette and Vinho Verde-type wines. The extra good news? These styles appeal to the-all-so-important Gen Z consumers.
About One Vine Wines
One Vine Wines is a nontraditional importer and distributor of fine wines founded in 2005. Their expert team tastes thousands of wines a year. They offer clients only wines that represent outstanding quality and value.
With a direct email campaign and an online shop, One Vine Wines eliminated many of the inefficiencies of the wholesale trade.
One Vine Wines is paving a better way to conduct business in the wholesale wine trade.