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Beverage Media
January 2013
2.
Moscato
Every generation has its
go-to sweet wine, and
Moscato hit the scene
Gangnam-style in 2012.
Sophisticated-sounding
and oh-so-easy to drink,
Moscato took off without
much marketing, but with
extra mojo provided by rap-
pers and clubs. In turn, sup-
pliers reached into their bag of
tricks to create new bottlings—
not just sparkling/white but
even “pink” and “red.”
3.
Prosecco
Was it only 13 years ago we were
worried about a Champers shortage?
Times change, tastes evolve. Wallet-
friendly Prosecco is the go-to bubbly
for more Americans than ever. With
DOC status now and more upscale
and pink versions cropping up,
Prosecco’s star is still rising.
4.
Deal
$
, Deal
$
, Deal
$
The 2012 wine market was full and
fluid, resulting in lots of deals filtering
down from suppliers to distributors
to retailers. Many wound up on “flash
sale” websites; but brick-and-mortar
licensees also snatched up close-
outs, and smart ones made their
customers happy by turning these
wines into “specials” and passing
along the savings.
5.
Fear
No More
The wine world’s outliers, once
championed mostly by savvy somms,
are benefiting from a growing sense
of open-mindedness among con-
sumers. Familiar brands remain
strong, yet wine lovers no longer
flinch at wines outside their assumed
comfort zone. Main beneficiaries
(besides the drinkers themselves)
include Austria and Greece; Italian
heirloom varietals; Spanish Albariño;
New Zealand Pinot Noir; 3L bag-in-
box wines.
6.
Dry Rosé
Shockingly enough, Americans
have turned the pink corner and are
embracing the seasonal delights of
crisp, dry rosés. Provence is still the
spiritual capital, but excellent dry
pinks are being made all over the
globe, with most at affordable prices.
7.
Ratings
Reset
Saturation and inflation have set
in: it now takes 94 points to move
high-end wines; for 90 to make a
ripple, the wine better be close to
$10; scores of 89 or less have virtu-
ally disappeared from public view.
Perhaps the most telling evidence:
the hottest wines today (see trends
above) are flying off shelves with
little or no “help” from ratings.
8.
Targeting Women
This trend is more a supply-
side than consumer is-
sue; 2013 saw a veritable
debutante’s ball worth of
self-consciously female-
oriented new brands and
advertising. Time will tell if
you-go-girl marketing will lead
to brand loyalty.
9.
Digitization
Sweeping
Wine Nation
From in-store kiosks, QR codes and
iPad wine lists to Beverage Media’s
faster-bigger-stronger online ordering
system—The Cellar—technology is
changing the way wine is managed,
presented and sold. And social media
continues to fuel sharing views on wine.
10.
Wine Goes
(Far) East
Chatter about China as a wine market
+ record-breaking auction action in
Hong Kong + the recent sale of
The Wine Advocate
to Singapore
investors = unofficial ascent of the
Far East as a focal point for the global
wine trade, particularly with respect
to collectibles. This trend won’t affect
much in the States, though, where
Americans are still finding plenty of
good wines to drink, and trophy wines
have become more of a sideshow.
BY
THE
NUMBERS
TopTen
Wine
Trends
of
2012
1.
Red Blends Roll
Apothic, Ménage à Trois, Red Velvet, RedVolution and the like
aren’t making many of the critics’ 2012 “best of” lists, but who
cares? Certainly not the legions of people lapping them up,
nor the merchants selling them. Smooth, juicy reds—some
actually sweet—have been red hot all year.
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