In our experience, in recent years, there have been many changes in the premium wine market. Consumers, production, business models have evolved reflecting changes in society.

Interest in premium wines has grown among an increasingly wide range of consumers (even a young and not necessarily expert audience) to whom wine represents a status symbol or an hedonistic and convivial value. Most of all, wine has become an element of specific cultural and experiential interest. Think of the diffusion of sommelier courses, wine tourism, food and wine events, as well as news columns and programs dedicated to food and wine.

Scenarios that require wineries to rethink their communication strategies so to break free from rigid technical constraints, opting instead for a lively storytelling that could reflect each brand identity and values.

Lovers of quality wine are increasingly looking for products reflecting a socio-cultural identity, capable of expressing the most characteristic elements of a territory – climate, grape variety, production culture – through a process of “interpretation” determined by the choices and style of the producer.  The latter – in the eyes of the consumer – with his know-how, and sometimes innovation, puts his craftsmanship and creativity to good use to create wines with a unique personality.

The greater attention of consumers to sustainability has led producers to find solutions and best practices to measure, reduce and compensate the impact on the environment – from the vineyard to the bottle.  There is no quality without sustainability and, in fact, the agriculture giving life to valuable productions stands apart because it is oriented to low production yields that imply a limited exploitation of natural resources, as well as it constitutes one of the major factors of protection and enhancement of the landscape and it’s biodiversity. The increased awareness of consumers towards the emergency of global warming and climate change requires producers to make consistent and concrete choices to reduce their carbon and water footprint.

There has been a sensible change in consumption occasions: convivial and work occasions (from aperitifs to restaurant meals) have suffered an acute setback due to the pandemic and it’s restrictions; on the other hand, the consumer does not give up on quality wine and instead consumes it at home.

The recent evolutions in the purchasing process impact on the distribution model, which is less mediated by classic suppliers, and takes place more and more online through specialized sites or branded e-commerce launched by producers able to reshape their commercial strategies.

With trade fairs cancelled, travel made almost impossible by anti-pandemic restrictions, postponed events, restaurants, hotels and tourism working at reduced capacity, producers see progressively reduced opportunities to maintain a contact with the market – trade and final consumers – and, consequently, an important slice of consumption.

This scenario forces companies to rethink at 360-degree their strategies in order to create new touch points with consumers allowing them to implement brand awareness and increase buying conversion.

It is imperative to innovate with courage and passion so to be able resist today, and to reap the benefits of recovery tomorrow.