Why wine is winning the race to tastes and tables
As socialising continues its homebound spell in the new year, wine is proving to be the feel-good mascot of the alcobev industry. Here’s why the grapevine is buzzing.
The year 2020 was an unprecedented year for businesses across the globe, and the F&B industry worldwide was not isolated from the impact of Covid-19. In India, the ban on alcohol sales for a few months during the lockdown last year greatly reduced revenue, according to the Excise Department. However, the significant losses incurred by the alcobev industry globally resulted in wine and spirits companies developing new and innovative ways to provide an extra fillip to sales this year. What’s more, consumption patterns have also changed over the course of last year given how restricted our movements were, outside the home. Although predicting patterns in such an uncertain environment is tricky, here are my thoughts on five emerging trends that will lead the way for how India will drink wine in 2021.
Intimate is still in when it comes to socialising
Last year was heavily focussed on drinking and entertaining at home in small numbers and this kind of social interactions will continue in the New Year. Drinking at home has never been easier, thanks to the plethora of specialist wine stores, online portals and mobile apps from which to order choice of alcohol. I imagine wine will curry favour for at-home gatherings, as it’s easier and more fun to open a nice bottle of wine with a small group versus at a large party. If there’s one overarching sentiment that 2020 has relayed, it’s a reminder of the importance of connection. The New Year will hold many more opportunities to celebrate small pleasures in curated groups, over memorable bottles of wine.
An Affordable Luxury
In a year where consumers haven’t had the opportunity to spend their disposal incomes on indulgences such as international travel or luxury purchases, a quick and convenient way to consume luxury is by uncorking some great vino. Now more than ever, wine has become an affordable lifestyle that the enthusiasts can splurge on. Consumers who are new to this curve will initially start with enjoying easy-drinking, popular brands like Jacob’s Creek and Sula, before they experiment with other brands less familiar in the Indian market. An eventual trading up on quality wine purchases will continue through the New Year, with the discerning aficionado even looking to splurge more than usual on their premium wines and other luxury beverages.
Greater experimentation with wine styles
This is the year that wine will firmly establish its status of being a mainstream drink being widely consumed across a range of occasions; more so at home and also in restaurants that show dynamism in their pricing. Whilst consumers seek sensible pricing on their drinks, there seems to be a greater appetite for trying newer styles of wines. Sparkling wines will continue to grow in popularity as the preferred choice to celebrate special occasions and gifting. Besides the quintessential Champagne, more affordable bubblies like New World Australian sparkling wines, Prosecco and Indian sparkers will become the go-to choice for not just celebratory occasions but also for simply kick-starting an evening. Also, rosé still wine from regions all across the world such as French Provence, Italy, and Spain will continue to be popular particularly because the blush-coloured, medium-sweet, low-alcohol options hold a special appeal forwomen who are new members of the wine club and seek aromatic, easy-drinking options. In reds, of course, Indian consumers will continue their love affair with smooth, velvety and rounded red wines and in that respect, grape varieties like the Spanish Tempranillo, New World Pinot Noir, Grenache and Merlot stand to gain every advantage in this new era of wine drinking in India.
Wine, the Healthier—and More Accepted—Choice
Reams have been written about the health benefits of wine, when consumed in moderation, of course. If there was any year where we needed a drink, 2020 was it and the buoyant wine sales were proof enough. There are several reasons for this spike: A greater emphasis on health and wellness through the pandemic led us to reexamine our beverage choices, with wine winning on health benefits as opposed to hard liquor. Also, a greater variety of readily-available options, from interesting, new Indian wines to well-priced international ones helped sales. Finally, the continued acceptance of Indian women drinking, especially a glass of wine served the cause.
Wine for Occasion Gifting
Well, if hosting and entertaining is going to continue to be homebound, more wines are going to be uncorked, so it’s only fair that everybody brings a bottle of their favourite wine, right? Spurred by the BYOB (bring your own booze) culture, wine will increasingly become the preferred choice for gifting, making flowers, candles and chocolates even more obsolete. It has never been more appropriate to take a bottle of wine with you when invited to a house party. Wine has certainly become a staple gift option in India, and with overflowing wine sales, 2021 will be abuzz on the grapevine.