It is common conversation among people in the wine trade to say that our industry. is in a rut. And I would agree. It is wrestling with an identity crisis.
The market forces are multi-pronged and complicated. It isn't like the old days where you would send out mailers, wait for the response, make some changes and try it again. At that point in time, you could get three mailers out a year, giving time to analyze and repeat. Todays marketing is necessarily instant. Anyone can literally have an ad running to as many people one wants it in a matter of moments. This creates message congestion on behalf of the consumer.
Add to that the post Co-vid world of consumer uncertainty. The economy, the message congestion, the shift in how we think ab out buying. Then add that wine is an emotional purchase. Buyers want to think about it, remember what they have tasted in the past, maybe try something new but maybe not...the industry is just in a wierd place. and not for the first time.
We are barraged with new packaging ideas, new healthier options, non-alcohol wines, low alcohol wines, organic wines, orange wines, biodynamic wines, 200ml bottles, 250ml bottles, 375ml cans, plastic bottles, wines that donate money to charity, wines that come in milk cartons, and wines that are flat out awful.
Strictly for reference; I have tasted over 100,000 wines, sold over 17,000,000 bottles and interviewed over 350 wine industry players. I have picked up a few over riding themes to what we do and one of those themes was reinforced on a recent podcasting trip to Italy and France.
"Stay the course"....
Wine is over 10,000 years old. Do you really think there is something new to provide the world that helps drive the natural, undeniable desire to taste and savor properly made wine? Craving a glass of wine at the end of the day is a pleasure that is very human. But you don't crave a can or a tetrapak or a bag in the box, you crave a wine. And the more wine you experience, the more the varied these cravings become.
And I understand a bit more and better than before...we just returned from Italy and France on a podcast tour. I sat with some of the most amazing guests. Here was what the theme was when asked "What is your strategy with all the packaging and manufacturing changes that are being popularized; the answer "stay the course." In other words don't get caught up in trends; all trends are just that, fleeting moments of popularity. Stay the course and keep making the best you can that represents who and where you are...stay the course.
