STRATEGIES FOR INSPIRING NEW AND VETERAN WINE DRINKERS ALIKE

Featured in The Tasting Panel | September - October 2024

“Why are people drinking less wine?” is an existential question often begged in beverage industry circles. But to have a truly nuanced discussion of this topic, we should first ask ourselves, “Why does anyone drink wine at all?”

We share wine to celebrate and cherish special moments, whether we’re popping the cork off a vivacious bottle of bubbly to celebrate our first big job or indulging in a third glass of Beaujolais while laughing around the Thanksgiving table. Wine is romantic. Wine is cool. And most importantly, wine is delicious.

So why are people reaching for it less often?

It is impossible to ignore the variety of alternatives available. There are more selections than ever before, not just in the traditional categories of beer and spirits but also among ready-to drink and functional beverages. These appealing options are leading would-be wine consumers in other directions just as a generational shift and other factors are prompting some of them to embrace the sober-curious movement.

To encourage folks to drink more wine, we must strive to create and capture the spark that wine instills in us all by following three key strategies.

First, keep it honest. Amazing stories are waiting to be discovered behind every bottle, and by highlighting suppliers that champion sustainability, diversity, and transparency, wine can stay just as relevant as trending beverages. (Plus, wine doesn’t have to be at odds with health-driven lifestyles—just ask the Sardinians, who are known for their long lifespans and tendency to drink one to two glasses of red wine daily.)

Second, keep it fun: Aim for relatability when using marketing to inspire new wine drinkers, whether you’re conjuring images of clinking glasses of chilled rosé during happy hour with friends; cracking open a canned wine during your roommate’s birthday party at the park; or opening a fun, fresh red blend for the first dinner party in your new apartment. And when something is trending, don’t fear joining in on the memes—lean into it and ride the wave!

Finally, stay approachable! When someone walks into your wine bar, tasting room, or retail shop and asks for something “not too dry,” do not dismiss them. When someone is shopping your shelves armed with a viral recipe that they found on TikTok, have an engaging pairing ready to go. The next wine they try may ignite a spark and inspire them to both return and explore elsewhere. That moment may create a wine drinker with a lifelong sense of curiosity.

I find it hard to believe people will ever stop drinking wine—we’ve enjoyed it since the beginning of humanity, after all. But just as we aren’t drinking clay jugs of rotten fruit today, we’ve shown that consumer preferences will continue to evolve. To put it simply, we will always enjoy wine because wine is good.

Anne Guarino is a wine category merchant analyst at Whole Foods Market. She loves Cru Beaujolais but wouldn’t dump out Sauvignon Blanc served with a single ice cube either. Connect with her on Instagram @anneguarino_