Wine consumption has traditionally been associated with food. However, in recent years there has been a sharp resurgence of occasional consumption linked to festivities, social gatherings and special occasions. It is no longer only drunk at meal times.
Nowadays, consumers opt for wine as a drink of pleasure, capable of enhancing the sensorial aspects of time with family and friends.
Wine With Spirit has conducted extensive research, which highlighted the following:
- The majority of consumers are driven to consume wine based on emotions or moments. The occasion or the emotion that is linked to that moment is what matters when deciding what wine to buy.
- More than 90% of consumers don’t base their buying decisions on the technical aspects of wine. This doesn’t mean they don’t know how to differentiate a good from a bad wine but that they just don’t care about knowing exactly how much tannins or years in French oak a wine has. They just want to be sure they are drinking a quality wine.
“The fact that wine producers tend to speak to their consumers on a highly technical level, using specific jargon, like tannins, terroirs or ageing methods, has created a huge gap between everyday wine drinkers and the wines they consume, and has turned wine choosing and purchasing into a daunting process for the vast majority who aren’t experts in this field.” explains João Pedro Montes,Wine With Spirit’s CEO.
So what is his advice for someone new to wine drinking, or for those who feel they couldn’t tell their claret from your rioja?
“First of all, do not worry about the specific jargon. Think instead about the context in which you will be drinking the wine; the moment, the emotion. And then choose a blend accordingly. Start with blends, which are easier to drink than monovarietal wines and allow you to try different ones,” said Montes.