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:

1. 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.
2. Affordability - Despite higher prices for collectible wine, wine is broadly affordable relative to other types of “experiences.”
3. Quality is up - The average quality of wine has improved at all price points, particularly among lower-priced wine options.
4. 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).
5. 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).
6. 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.
7. Socially acceptable - Drinking wine is more socially acceptable than ever as historical pretensions surrounding wine have largely dissipated with broader market acceptance.
8. Health benefits - The health benefits of wine consumed in moderation relative to other forms of alcohol have become clearer in the past 5 years.
9. 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.
10. 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?