The Wine & Spirit Trends Appealing to Today's Sophisticated Drinker

Today's consumer isn't only more educated when it comes to food sourcing, they are also more knowledgeable when it comes to wine and spirits. They are looking for unique liquors, spirits, and flavors that can't be found on every bar menu.

This demand for more elevated spirits has fueled the handcrafted cocktail trend. With that in mind, beverage menus are only getting more sophisticated.

On the IOChangeMakers live stream, we sat down with two beverage experts–Cassie Sakai, wine director and lead sommelier for Girl and the Goat and Alan Beasey, beverage director at The Purple Pig to see what types of beverages guests have been ordering the most.

"Right now agave spirits are all the rage and not just tequila. Mezcal had a little surge there, people were really into mezcal. But now we are also starting to see things like raicilla and sotol coming into the picture," says Beasey.

Gin, vodka, whiskey, and tequila will always remain favorites, but today's guests are adventurous and are looking for something new or even something popular from the past.

"Amaro had its moment and now people are like 'what are we going to do next?.' It's about sourcing things that are limited production. I have been seeing really cool old fashions with vintage ingredients," says Sakai.

Watch the clip above to get more insights on the latest spirit trends. Want the full video? It's available exclusively now for On-Demand members. Learn more about Foodable On-Demand now.

Cooper’s Hawk Partners with the SAG Awards To Increase Brand Awareness

Listen on: iTunes | Google Play | tunein | iHeartRADIO | Spotify

On this episode of The Barron Report, Paul Barron speaks with Emily Wines, master sommelier & vice president of wine and beverage experiences at Cooper’s Hawk Winery & Restaurants. In this Skype interview, the two discuss the latest feat for the winery, partnering with the Screen Actors Guild Awards®, and how to utilize partnerships to increase brand awareness.

In November, Cooper’s Hawk announced that they are the Official Wine of the Screen Actors Guild Awards® 25th Annual SAG Awards. To salute the silver anniversary, the winery has created a special wine named the “Artist’s Red Blend.” The wine is a limited-edition, with a commemorative label, and will be served during the Awards ceremony on Sunday, Jan. 27, 2019. Furthering this special partnership, Cooper’s Hawk will be hosting an exclusive event for it’s Wine Club Members.

When discussing methods of how to increase a wine brand’s awareness, Wines details how previous partnerships with celebrity chefs, like Tyler Florence, and other wineries for Cooper’s Hawk have proven to be successful.

Watch this video above for more marketing tips like virtual wine tastings, and how to educate your clients.


SHOW NOTES

  • 7:33 - Wine Marketing Tips for 2019

  • 9:52 - Wine List Tips

  • 12:41 - Virtual Wine Tastings

  • 14:31 - What’s New for Cooper’s Hawk


  • 0:11 - Cooper’s Hawk Partners with SAG Awards

  • 2:32 - Artist’s Red Blend and How Brands Align

  • 6:03 - Breaking Down the Blend

 
 

Produced by:

Rachel Brill

Rachel Brill

Social Producer


VIEW BIO

The Wine Industry to Face Challenges in 2019

Wines

Although today's wine drinkers, especially millennials, are more adventurous, they aren't drinking nearly as much wine as baby boomers.

This presents a future challenge for the wine industry because it’s no secret that the millennial generation has and will continue to have the greatest buying power in the market. There are more millennials working and earning a living than any other age group. With that in mind, brands are all fighting to appeal to this segment of the population.

According to Lulie Halsted, CEO of London-based market-research firm Wine Intelligence, millennials are drinking less wine than the previous reigning population segment.

“We’re proportionally losing some wine drinkers,” said Halsted at 28th Sonoma County Winegrowers Dollars & Sense Seminar and trade show last week.

The population that drinks the most wine is aging. 21 percent of the wine drinkers in America are over 65 years old. This is quite a spike from the 16 percent of wine drinkers being in this age bracket in 2015.

Three years ago, there were 7.5 million wine drinkers between the ages of 21-24. Fast forward to 2018, there were one million fewer wine drinkers in this age group.

“It feels like from the information and insight we have that we have kind of reached a sort of plateau and a peak in terms of growth in the number of drinkers we have in the marketplace,” said Halsted.

But this isn't just the trend in the U.S. either. In the U.K. and Australia, there fewer and fewer wine drinkers as the baby boomers grow older.

So what are millennials gravitating too instead?

Well, today's market offers a range of alcoholic beverages including craft cocktails, craft beer, and even boozy milkshakes. These alternatives could be tempting millennials away from wine.

“It feels to them like there is more choice available, and maybe wine isn’t quite up there in their consideration set,” said Halsted.

Read more about how millennials aren't drinking as much wine as their parents did at the "North Bay Business Journal" now.

It's more important than ever to have a wine list at your restaurant that is compelling to pique millennials' interest.

On this recent episode of The Barron Report, we took a closer look at some of the top wines on the "Wine Spectator's" annual list with the Wine, Sake and Cocktail Journalist and Consultant Shana Clark. Watch the video below to learn more about these beverages and why they made the coveted list from this wine expert.

Top Wine Trends to Expect in 2019

On this episode of The Barron Report, Paul Barron is joined by Emily Wines, master sommelier & vice president of wine and beverage experiences at Cooper’s Hawk Winery & Restaurants. The two discuss wine trends, understanding your wine menu, and what bar operators and owners should expect for 2019.

Some of Wines’ responsibilities include advancing team members’ knowledge of wine, serving as the liaison between Cooper’s Hawk and its individual restaurants, and engaging with guests and the brand’s 250,000+ Wine Club members. She also creates unique experiences centered around wine and spirits.

For your guest, it’s all about the journey of the wine - whether it be told through education, events, collaborative partnerships, or curated lifestyle adventures. Listen to this episode of The Barron Report for more insights on the new era of wine drinkers and building your 2019 wine list.

SHOW NOTES

  • 15:05 - Wine Bar Technology Fads

  • 18:43 - Generational Changes and the New Breed of Wine Drinkers

  • 22:19 - Building Your 2019 Wine List

  • 28:35 - Seasonal Wine Trends

  • 1:52 - Creating Unique Beverage Experiences with Coopers Hawk

  • 4:36 - Wine Trends that Should Stay in 2018

  • 8:03 - Frosé and Other Wine Trends Living Up to Their Hype

  • 11:58 - What is Causing $20 Bottles with Surprising Quality

 
 

On a recent episode of the Barron Report, Paul Barron interviewed Shana Clark, Wine, Sake and Cocktail Journalist and Consultant, to review Wine Spectators Top 100 Wine List of 2018. For more on the latest wine trends, check out the video below.

Research by:

Rachel Brill

Rachel Brill

Social Producer


VIEW BIO

Study Reveals Insights About Today's Wine Buyers

Shutterstock

Shutterstock

As we have said previously, November and December is the wine-buying season. Consumers are celebrating and these parties, dinners, get-togethers, etc almost always include libations.

But what exactly are wine buyers looking for when it comes to wine?

"Wine Intelligence" has released its US Portraits 2018 that outlines the U.S. wine market and how it is the "Holy Grail."

In the U.S. alone, there are 84 million regular wine drinkers, making the country the “most populous wine market” in the world.

"Wine Intelligence" has broken down today's wine consumer into six segments including Engaged Explorers; Premium Brand Suburbans; Contented Treaters; Social Newbies; Senior Bargain Hunters; and Kitchen Casuals.

19 percent of all wine drinkers are in the Premium Brand Suburbans group. This segment is mostly made up consumers that are middle-age to older age.

"They spend much less on a bottle of wine than most wine consumers and they are hard-wired into staying with wines and brands they know, and members in this group happen to know more about wine than any in the five other segments," writes "Forbes."

Then the Contented Treaters make up 17 percent of wine buyers. These drinkers are aged similar to the Premium Brand Suburbans group, but they have more of a disposable income and love to splurge on wine. They don't tend to drink wine as regularly though but are looking for rarer bottles of all types and care much more about where the wine comes from.

Social Newbies is the youngest group and makes up 14 percent of total wine buyers. On average, a Social Newbie consumers wine twice a week.

"Their spending is right in the middle between high and low spenders. Their wine knowledge is limited so they rely on recommendations, which means they can be a fickle market," writes "Forbes."

The segment that buys wine the most are the Engaged Explorers. This group is made up of younger populations. Accounting for 10 percent of all wine drinkers, Engaged Explorers also spend the most on high-priced wines. They are looking for unique wine styles from all countries and regions.

Read about the last group and more about these segments at "Forbes" now.

Looking for some new wine selections to add to your wine list or beverage program that are sure to attract the wine drinkers in all the segments above?

On a recent episode of The Barron Report, we took a closer look at some of the wines on "Wine Spectator's" annual Top 100 wine list with the Wine, Sake and Cocktail Journalist and Consultant Shana Clark. Watch the video below to learn more about these bottles and why they made the coveted list from this wine expert.