In mid-March, a Chicago-based freelance writer (Michael Austin) called to ask what I thought was behind the rise in wine's increased popularity. His story, Aging Well - Heard on the Grapevine: Americans' Wine IQ is Soaring (free registration required), appeared in the April 29, 2007 Chicago Tribune Sunday Magazine. Here’s a more in-depth summary of what I replied:
- People want “experiences” - Drinking wine is a sensory experience, like food, and wine offers a wide range of experiences based on different choices in grape types, regions, and wine-making styles.
- Affordability - Despite higher prices for collectible wine, wine is broadly affordable relative to other types of “experiences.”
- Quality is up - The average quality of wine has improved at all price points, particularly among lower-priced wine options.
- Greater purchasing access - Access to a diverse selection of wine at competitive prices has been facilitated by the Internet and direct shipping. The historic dependence on what's often a more limited local selection at higher prices no longer exists (in most states).
- Consumption is growing rapidly - Per capita wine consumption is on the rise with a 17% increase from 2005 to 2006 according to the Wine Market Council of St. Helena (in Napa Valley).
- Enjoyment factor - Wine preferences are highly subjective and personal which helps drive debate and conversation amongst friends, creating an “enjoyment factor.” In general, wine has become part of many people's lifestyle.
- Socially acceptable - Drinking wine is more socially acceptable than ever as historical pretensions surrounding wine have largely dissipated with broader market acceptance.
- Health benefits - The health benefits of wine consumed in moderation relative to other forms of alcohol have become clearer in the past 5 years.
- Proliferation of wine cellars - A “wine cellar” (either a small cooling unit or a custom-designed room) has become standard issue in new mid-to-upper-end home construction. If you have one, you need to learn about wine to know what to fill it with. See my prior post: 4.3 million wine “cellars” in the U.S.
- Celebrity “endorsements” - The “celebrity factor” has helped popularize wine, whether the celebrity is a winemaker (akin to celebrity chefs) or TV/movie celebrities profiled in Wine Spectator or other publications.
What are your theories explaining wine's increased popularity?
