Year upon year it seems that wine sales have increased, particularly in the UK where the English wine industry grew its turnover by 16%, nearly trebling over the last five years.
“English wine has proved most popular with Londoners and those living in the Home Counties, where many of the country’s vineyards are located, who are 10 times more likely to choose English wines than the rest of the country.”
The wine world is clearly a growing industry, and as a result there are several reports on approaching and potential trends, including:
- Millennial Growth & Coming of Age
The entire Millennial generation is now of drinking age; and 28% of them drink on a daily basis. Research has shown they don’t pay attention to how old a wine is, more so to its background and history. Perhaps due to millennials desire to travel? Thus showing interest towards discovery of adventure and the new?
It has proven they also pay attention to creative branding. Brands such as The Federalist has shown it grew by 423.8% in the US between 2014-2015. This is due to its colonist themed packaging, different from generic wine labelling.
‘The Federalist’ Wine
This brand delivers cultural heritage, something which appeals to the generation. Its ‘authentic’ aesthetic suggests genuine truth, something that gains trust and loyalty from the consumer.
“We see that younger Millennial consumers are interested in trying new varieties and wines from regions they may not have heard of.”
Jordan Sager, Vice president of Winesellers
In 2015 women made up 57% of wine sales. More interestingly 22% impulse bought, which was based on bottles that stood out from the others – This is the key moment where design comes into play.
The majority of women said that they were taken by “traditional/classic/sophisticated” designs, others said “fun and fanciful” and “witty and clever”. Interestingly one of the lowest answers was “brightly coloured”. Contrary of ‘standing out’?
As wines purchases have been based on cultural, traditional and intriguing relevance, it questions how social media comes at an advantage?
Take The Federalist who we saw previously, appeals to the millennial male market through cheeky and quirky social posting. Also an app which allows users to “federalise” themselves into the illustrative style of the wine label which can then be shared to their friends and others. Thus simultaneously keeping in current trends and increasing its market range.
Another brand recently utilised hashtags into a campaign titled #WhatsYourMotto, encouraging people to engage with conversation to share their own mottos relating to wine subsequent lifestyle.
In 2016, wine slushies had become a trending summer staple. They have been around for some time however have only recently caught the eye of the consumer and DIY world.
Perhaps creating a brand that revolves around a party/relaxing scenario? E.g ‘Pimms’.