Wine becomes an everyday enjoyment for consumers
Implications - With the rise of the appified connoisseur, many upscale beverages are becoming more accessible. For example, consumers are now more comfortable seeking out wine in both the retail and restaurant space. Instead of playing up the perceived exclusivity of such beverages, many brands and retailers are offering low-key education and enjoyment of them. In the same vein as customization, this progression empowers consumers to make their own choices, ensuring their enjoyment is all the more fruitful because of it.
Workshop Question - How can you better educate consumers on your industry to make them experts on your brand?
Trend Themes
1. Casual Connoisseurship - The rise of appified connoisseurs has made upscale beverages like wine more accessible to consumers, contributing to low-key education and enjoyment of them.
2. Digital Interaction - Digital interactions like Vivino's Wine App help patrons to decipher an eatery's menu and take the pressure off of choosing a wine.
3. Self-service - Self-service wine bars like Tutoni's and vending machines like Paired Wine's have taken the intimidation factor out of the wine-tasting experience.
Industry Implications
1. Food and Beverage - As casual connoisseurship grows, food and beverage businesses should consider focusing communication on low-key education.
2. Retail - The use of RFID technology and trend towards interactive kiosks offer opportunities to retailers in innovating new product information display techniques.
3. Hospitality - Increasing demand for wine-centric, immersive experiences offers opportunities to businesses in the hospitality industry, particularly those that incorporate digital experiences and self-service options.
