Wine Trends

Whether it’s relaxing at home, dining out or celebrating with friends and family, Americans are enjoying wine at a wider variety of occasions than ever before. In fact, 85 percent of frequent wine drinkers now believe that wine is equally appropriate for casual and formal settings alike, according to a 2015 consumer wine trends survey.

Today’s attitudes and behaviors toward wine drinking were examined in the survey, commissioned by E. & J. Gallo Winery. The survey of 1,000 frequent wine drinkers found that 82 percent drink between one and five glasses per week.

A more casual approach to wine suggests that shoppers are more likely to try new wines across a range of prices and often consider brands affordably priced between $5–$7. More than one-third of respondents classified themselves as a “wine adventurer,” while only 3 percent of those surveyed self-identified as “wine snobs.”

Exploring, experimenting

The top factors that inspire a frequent wine drinker to try something new are recommendations from friends, family members and coworkers. Additionally, 86 percent of wine drinkers would be encouraged by a server, bartender or sommelier recommendation, followed closely by a recommendation from a wine store employee.

Survey data show that millennials are more likely to be encouraged to try a new wine if it is featured prominently and positively in the media or if it is recommended on social media. Millennials also reported a greater level of “wine fear” overall, such as fear of mispronouncing a wine’s name or being judged for a wine choice, compared to older wine drinkers.

Selection

The occasion itself still influences the wine choice for many. While wine drinkers identified Chardonnay as the most popular choice for casual get-togethers, Cabernet Sauvignon was most often the front-runner for formal environments.

At the same time, sparkling wines are breaking out of formal occasions and becoming more popular for everyday moments. Interest in Rosé is also expanding beyond the peak summer months as more wine drinkers reach for blush wines in April and September.

However, looks still matter in the wine aisle. Millennials are four times more likely than baby boomers to select wine based on its label, frequently looking for personality and originality. Baby Boomers, by contrast, look for region of origin and tasting notes on the label.

Thinking inside the box

Boxed wine has evolved considerably in the minds of consumers, in large part to its convenience. The extended freshness of boxed wine allows wine drinkers to drink it at their own pace and allows for easy transport. In fact, one in four people surveyed agree that boxed wine is best for large social gatherings and is becoming higher in quality.

Wine in a can is a relatively new concept that more than one-fourth of frequent wine drinkers expressed interest in trying — particularly for outdoor excursions. Among fans of alternative packaging, outdoor events remained the primary occasion for the use of these products, which also include mini bottles and beverage packs.

More survey results are available at gallowinetrends.com.