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Canoe: Jeremy Gutsche and Trend Hunter on Wine Trends in Canadian Culture

— September 12, 2013 — About
Recently interviewed by 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

Wine trends: Charting wine's influence on Canadian culture


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.”