The world of wine is undergoing a profound change, which is not only characterized by taste, but also by social and economic influences. Recently I bought and evaluated wines from 9 supermarkets between 4.99 and 14.99 EUR for VINUM. Here is a little pre-Christmas summary!
The proportion of organic wines is increasing significantly in all product ranges, meaning that more customers prefer environmentally conscious products. Help is provided by trailers such as BIOWEIN, blogger tips and special shelves with organic information. My conclusion: The Fair Wine quality seal could offer exactly the decision-making aid that customers in the market need.
Brand trust and trends influence wine purchases
Customers not only buy a wine, but also a brand. Euphonious names such as “Tag am Meer” and “Schmuckstück” influence purchasing decisions. The Rotkäppchen-Mumm Trendmonitor emphasizes that design, magazine ratings and blogger recommendations play an important role alongside price.
The prices have magical thresholds
At discounters like Penny, Lidl and Aldi, it is extremely difficult to spend more than €7. What’s more, the product ranges are getting smaller. In other words, all fast-moving brand ambassadors, some of them from renowned wineries. The Koonunga Hill from Penfolds at Aldi is interesting. The restaurateur pays € 7.99 for the same purchase price in the Wein-Wolf offer. I see this as being difficult for these brands not to fall out of the gastronomy sector.
German winemaker Christoph Hammel believes in price transparency and is critical of the €10.00 threshold. His Sauvignon Blanc under €10.00 has seen impressive growth, with over 10,000 bottles sold by the glass even in upmarket restaurants such as KaDeWe. This proves that the customer accepts the price with service.
Edeka, Hit and Rewe as specialist wine retailers
Privately run Hit, Edeka and Rewe stores have developed into specialist retailers with an impressive variety of wines and vintners. The range is growing and growing and sommelier schools nationwide are training specialists for the country’s wine departments. Here you can find absolute top wines from top winemakers in the €8.99 to €14.99 range.
Current figures from the world of wine
The global overproduction of wine is 30%. Australia is considering drastic measures such as skipping a vintage and uprooting Syrah and Cabernet Sauvignon. Red wine consumption is falling, while white and rosé wines are gaining in popularity. Women are increasingly making decisions about wine consumption, and the trend is towards lighter wines.
The OIV shows clear changes in global wine consumption: red wine has declined by 15% since 2007, while white wine has increased by 10% since 2000.
Challenges such as overproduction have led to 54% not planning to restrict wine consumption despite the crisis (2022: 49%). 64% emphasize the importance of moments of pleasure in times of crisis.
The wine industry is facing challenges, but there are also signs of optimistic change, particularly with regard to consumer trends and the importance of brand trust. More awareness of changes that will ensure we have a future worth living seems to be emerging in small steps.
Yours, Claudia Stern