Recently interviewed by Canoe.ca magazine and Christopher Waters, trends expert Jeremy Gutsche explained why Canadians are drinking more wine than ever before and how they have matured into "everyday sommeliers."
While the digital revolution and smartphones have made it easier for us to connect with friends, families and strangers, it's also disabled the snob factor typically associated with drinking wine. Smartphone apps, social media networks and blogs have made it easier than ever for consumers to learn about wine and "have fun with it on their on terms."
Thanks to the waves of information readily available at people's fingertips, Canadian consumers are becoming pairing pros and connecting with communities to learn tips about things like wine storage and managing a cellar.
The trends expert, who was sought out by Wolf Blass to track wine innovations, linked the increased interest to the broader popularity of shared consumer experiences. Consumers today expect immersed and interactive experiences that go far beyond purchasing a product. Experiences like group wine tastings and wine-focused vacations go beyond the bottle and provide that added value.
Read the full article at Canoe.ca.
Wine trends: Charting wine's influence on Canadian culture
CANOE.CA
Perhaps the major point of interest for Gutsche was how wine plays into our all-encompassing infatuation with experiences. He points to wine bars that host tastings and painting parties or how wine is increasingly the reason for people’s choices for a travel destination or activity planning.
"Wine is a shared experience. If someone opens a bottle of red during dinner, likely everyone is going to enjoy a glass regardless of what they were drinking," Gutsche explains. "It’s not the same with spirits or beer. People won’t set aside what they are drinking if someone brings beer to the table."
Canoe: Jeremy Gutsche and Trend Hunter on Wine Trends in Canadian Culture
Canoe Jeremy Gutsche
Trend Themes
1. Increasing Wine Knowledge - Opportunity for developing educational apps, social media platforms, and blogs to help consumers learn about wine and have fun with it on their own terms.
2. Community Engagement in Wine - Opportunity for experiences that go beyond the bottle, such as group wine tastings and wine-focused vacations, providing consumers with immersive and interactive experiences.
3. Wine as a Catalyst for Experiences - Opportunity for wine bars to host events like tastings and painting parties, and for wine to become a reason for travel destination and activity planning.
Industry Implications
1. Wine Education Platforms - Building platforms, apps, and websites that offer educational resources for wine enthusiasts to expand their knowledge and explore wine on their own terms.
2. Wine Tourism - Developing wine-focused travel experiences, including vineyard tours, wine tastings, and wine pairing activities, to cater to the growing interest in experiential wine tourism.
3. Event Planning and Wine Experiences - Creating event planning services and venues that offer unique wine experiences, such as wine tastings, pairing sessions, and painting parties, to cater to the demand for immersive wine-related events.