Here are 12 Covid-era wine consumer trends

We bring you 12 Covid-era consumer trends from a Wine Intelligence report drawing on data from wine drinkers in seven major wine markets in April and August this year.

There has been a growth in wine consumption frequency as drinking at home has more than compensated for a loss in on-premise occasions

The Wine Intelligence report, called Wine Consumer Trends in the Covid-19 Era, was published last week, and highlights a mini-boom for wine since the pandemic struck, although it also warns of dark economic clouds on the horizon.

While key consumption markets have been turning more often to wine in the past six months, spurred by new ‘lockdown’ occasions and more drinking outside of mealtimes, there are concerns about the sustainability of this growth, given the deteriorating economic environment and possible pressure on household finances in the coming months, according to Wine Intelligence.

As part of the report, which collected data from wine drinkers in Australia, Canada, China, Germany, Sweden, the UK and the US, the research agency has identified 12 key consumer trends in the Covid-19 era, which we have reproduced below.

1. Growth in wine consumption frequency with the shift to at-home occasions more than compensating for the loss of on-premise occasions

2. Heartland wine drinkers driving growth with growth in wine coming from women, Gen X and those already connected with wine

3. Non-food occasions driving wine growth bringing opportunity for wine to migrate to occasions where other beverages have been more dominant in the past

4. Slow recovery in average bottle spend on wine in the off-premise, but remains below pre-pandemic levels in most markets

5. E-commerce for wine comes of age and it is rapidly becoming a new and habitual way of shopping for wine

6. Shift to wines seen as a safe choice and ‘localism’ with mainstream and local wine brands winning

7. Consumers increasingly cautious in their lifestyles with confident ‘Hedonist’ segment shrinking as 2020 progresses, and an increasing proportion of ‘Halters’ and ‘Reducers’

8. Large scale events off the agenda with consumers seeking to avoid crowds, even when restrictions are lifted and the current dangers of the pandemic have passed

9. Travel plans remain on hold with overseas and international travel not on the agenda for wine drinkers, even when travel restrictions are lifted

10. Consumers becoming more distant from the on-premise, shifting socializing patterns

11. Treat-seeking behaviour losing momentum as consumer spending becoming more conservative

12. US wine market returns to growth as wine consumption frequency grew strongly in the US, driven by Millennials

Source: Wine Intelligence Wine Consumer Trends in the Covid-19 Era, published October 2020

Read more

COVID-19 CREATES ‘HALTERS’ & ‘HEDONISTS’ – WHAT ARE YOU?

Leave your reply

Most Recent Stories

Drink-driving chef says he had to 'sample new wine list'

A chef caught driving home almost four times over the legal alcohol limit claimed he had been asked to “sample” new wines at work.

WLC Eats - St. Barts

Douglas Blyde finds an ecclesiastical setting, skilful wine list and excellent crunchy cod fritters at Restaurant St. Barts.

England in World Cup quarter final could mean £6m boost for pubs

England is through to the quarter final of the World Cup after a 3-0 win against Senegal, which could provide a lifeline income boost for pubs as punters head out to watch the game.

Birley Wine Club dinner raises £186,651 for ‘Food from the Heart’

Enticed by the promise of a dinner at Annabel’s Club matched with 100-point wines sourced by The Birley Wine Club, guests raised £186,651 for The Caring Family Foundation’s ‘Food from the Heart’ campaign – an increase of £84,651 compared to last year’s event.

Environmental activists target Salt Bae's London restaurant

The Knightsbridge outpost of Nusret Gökçe, known to the world as 'Salt Bae', was targeted by activists from campaign group Animal Rebellion who called for the restaurant famous for its gold-covered steaks to serve sustainably-sourced ingredients.

Most Recent Stories

Drink-driving chef says he had to 'sample new wine list'

A chef caught driving home almost four times over the legal alcohol limit claimed he had been asked to “sample” new wines at work.

WLC Eats - St. Barts

Douglas Blyde finds an ecclesiastical setting, skilful wine list and excellent crunchy cod fritters at Restaurant St. Barts.

England in World Cup quarter final could mean £6m boost for pubs

England is through to the quarter final of the World Cup after a 3-0 win against Senegal, which could provide a lifeline income boost for pubs as punters head out to watch the game.

Birley Wine Club dinner raises £186,651 for ‘Food from the Heart’

Enticed by the promise of a dinner at Annabel’s Club matched with 100-point wines sourced by The Birley Wine Club, guests raised £186,651 for The Caring Family Foundation’s ‘Food from the Heart’ campaign – an increase of £84,651 compared to last year’s event.

Environmental activists target Salt Bae's London restaurant

The Knightsbridge outpost of Nusret Gökçe, known to the world as 'Salt Bae', was targeted by activists from campaign group Animal Rebellion who called for the restaurant famous for its gold-covered steaks to serve sustainably-sourced ingredients.