Sid Patel’s Post

The evolving wine industry increasingly relies on sommeliers, often referred to as the "psychologists of the wine world," for their unique ability to understand and cater to consumer preferences. However, there's a concerning decline in wine interest and sommelier education among Millennials and Gen Z due to financial pressures and their relationship with technology.🍷✨ To address this, the industry needs to adapt by incorporating technology into education, emphasizing sustainability, offering diverse wine options, providing practical experience, leveraging storytelling and branding, teaching entrepreneurial skills, offering networking opportunities, and providing flexible education paths. ➡ Key figures like Robert Joseph and Honore C. stress the importance of marketing to younger consumers, and initiatives like Karen MacNeil's Come Over October aim to promote wine as a positive social choice. Despite challenges, there are opportunities, as seen in the UK where younger consumers spend more on quality wine. By aligning wine and sommelier education with younger generations' interests and values, the industry can ensure that the next generation is not only interested in wine but also excited about pursuing careers in the field, thus sustaining the industry's future and preserving the essential role of sommeliers. 👉🏻 Continue reading our latest blog here: https://lnkd.in/d99ew2sJ . . Pierre JACOB Le Cordon Bleu Le Cordon Bleu London Robert Joseph Tim Atkin Charlie Leary (李嘉立) PhD Sid Patel Beverage Trade Network Sommelier Business Malvika Patel Ankita O. Wine Societies Wine Industry Network Karen MacNeil Hannah Crosbie Sommeliers International Chaîne des Rôtisseurs GB #wine #wineculture #wineindustry #america #vino #genz #zillennials #beverageindustry

"Millennials and Gen Z have embraced alternative packaging without questioning the quality. They love the lower entry price for premium wines, the convenience and the sustainability these options bring to the table," writes Sonnay Alvarez in the latest issue of Great Northwest Wine. It's pretty simple math, really. If you want younger generations to buy your wine, make them easy to access, easy to drink, and easy to feel good about their impact on the earth. 🌎 Read Sonnay's full article to learn what winemakers in the NW are doing to attract and retain younger audiences. 🍷 P.S. Older audiences (says this Gen Xer, dying a little inside) like these options, too. https://lnkd.in/gGf4Tnnp

Wine ratings have always had a divide in my head. Would it be better to just read a description, or perhaps a food pairing? Or is it easier to assign a number? Art - yes, most wine is art - is subjective, so one critic's 97 is another's 87. Sometimes I see the number as a very broad stroke, especially as it pertains to a vintage, ie. "This Bordeaux vintage is a 98 pointer". It often throws too many wines in the same basket and takes the individuality out not just the wine, but also what the wine team does. -- I may be recalling differently, but I recall something like Parker saying (not verbatim) "Use me as a guide, not gospel". Then I recall a customer that used to show up in my shop with a Wine Advocate, highlighted with all the UNDER 90 points, because those were the wines he felt agreed with his palate more. Another memory goes to a wine guy I used to work for. He would say, "Last time I checked, 87 pts was a B+." -- So for those that need it, and it makes a little easier to purchase a product, I think that's great. Would I like to see less numbers and more creativity in wine criticism as well? Yes. I, for one, thinks a good drum solo or bass line might be a better pairing than a number. ;) Priscilla - Nice glass, by the way.

What Supermarket Shelves Can Tell Us About Wine Marketing Strategies? Recently, I had the opportunity to travel to Hangzhou, China - a beautiful destination that I highly recommend. As I often do when abroad, I visited a local neighborhood supermarket, rather than the high-end tourist-focused ones. This is a revealing exercise, as it allows me to observe what products appeal to the average consumer, and how they are marketed. And I can't help but pay attention to the alcoholic beverage aisle. In Hangzhou, the alcohol section was dominated by abundant choices of local and international beer brands, as well as a wide range of Chinese spirits, including some premium Baijiu. However, the wine section was rather disappointing. Mostly, three strategies were used to catch shoppers' attention: 🔸 Well-known brand names like Moutai and Yellow Tail 🔸 A country of origin associated with wine 🔸 Eye-catching label designs standing out from the competition Based on the pricing and labeling, my assumption is that the quality of most of these wine offerings was likely below par, not providing a satisfying tasting experience for the average consumer. In developing wine markets like China, there are usually two main entry points: ➡ The luxury segment, where iconic, high-quality products are sold in upscale establishments, targeting consumers willing to pay a premium for prestige. This can spark interest in the category, though only a few consumers will accept to spend big bucks. The question is whether this can sustain growth over time. ➡ The entry-level segment, where cheaper, lower-quality wines are available. This may be an opportunity to reach consumers eager to try this new product. But if the quality leads to a poor first impression, it could deter potential new wine drinkers. 💡 I believe there should be a third way, in between these two. This requires not only quality products to ensure a positive tasting experience, but also very effective marketing strategies to present, promote, and attract consumers. And that's where creativity is key, given the limited space allocated to each product on supermarket shelves. What are your thoughts on successful wine marketing strategies in emerging markets? I'm curious to hear your perspectives. #WineMarketingStrategies #WineinChina

The Power of Community in Wine Marketing: Lessons from the Cosmetics Industry🍷 The wine industry has much to learn from the success of cosmetic marketing, particularly in building customer loyalty and creating a sense of community. In my university thesis, I compared wine and cosmetic consumers, finding that both industries thrive when customers feel like they’re part of something bigger than just a transaction. Cosmetic brands like Sephora have excelled in this by creating loyalty programs such as the Beauty Insider club, which has grown to include millions of members and now drives about 80% of Sephora's sales. This sense of belonging not only fosters loyalty but also makes customers feel like they contribute to the brand's decisions. In marketing, the way you communicate with your customers can be as important as the product itself. For instance, Steven Bartlett noted that rebranding a sales team as a "partnership team" led to a 31% increase in sales—showing how language and approach can significantly influence customer perceptions. This idea is beginning to take hold in the wine industry too. Ulises from Moose Mountain Vineyards in California mentioned that their success is largely due to their wine club, which, like many other wineries, has realized that membership programs are the future. The beauty of this approach is that even small and medium-sized wineries can implement it without needing huge investments—it's all about having the right strategy and customer engagement. Are membership clubs the future of the wine industry? I believe they are, as they build deeper connections with customers, enhance loyalty, and ultimately drive sales. What are your thoughts? Let's discuss! #wine #wineindustry #wineclub

📢 New Generation of Wine Drinkers Seek New Wine Club 🍷 The wine industry is evolving to meet the demands of a younger generation, who prioritize convenience and flexibility over traditional wine club models. Brian Baker, founder of Cultivar Marketing, emphasized the need for this shift during #Vinsuite’s second annual Wine Club Symposium. Key Takeaways: Adaptation to Subscription Economy: Younger consumers prefer subscription models that offer more frequent, smaller shipments, making wine more accessible and affordable. Cost Management: Offering options like prepayment plans and alternative packaging can help reduce costs and attract new subscribers. Convenience Over Tradition: Younger consumers are drawn to models that fit into their lifestyle, with easy, regular deliveries rather than bulk shipments. Jason Curtis, President of Vinsuite, highlighted that the subscription economy is booming, with predictions of reaching $996 billion by 2028. By embracing subscription models, wineries can tap into this growing market and attract a new demographic. The shift towards subscriptions is not just about changing how wine is sold; it’s about creating a more inclusive and accessible wine culture. 🍇✨ Read more about this transformative approach in the full article: New Generation of Wine Drinkers Seek New Wine Club #WineIndustry #WineClub #SubscriptionEconomy #Millennials #GenZ #WineMarketing #Innovation #CustomerExperience

I laughed a lot at the beginning, with the brilliant advertisement... but not so much afterward. Perhaps the most “amusing” thing is mixing such disparate wineries in the same article as Pedrosa (serious, traditional) and Protos (no comment). And maybe, if we’re going to talk more seriously about Ribera del Duero, we should start by saying that it urgently needs to be subdivided into at least ten different “sub-AVAs” and discuss Sastre, or how some viticulturists, too “rough” to be good winemakers, harvest such exceptionally extraordinary grapes each year that, like a good Chef, all they need to do is “not ruin them” in the winery. Ribera del Duero, perhaps alongside Priorat, is the Spanish region with the most extreme, pure, and raw quality in its vineyards… and also the region with the most wineries and producers that “died of success” after their extraordinary wines of the 90s, like Alejandro Fernandez and his Pesquera. (I remember his Pesquera '96 fondly; I drank them in Magnum format). Then, after the “Parker points,” he became just another “Caymus,” buying grapes from wherever and however (Caymus from Chile to Okanagan? Allow me the joke and the venting)... so the magazine’s name seems fitting, “The Drink Business.” Let’s keep talking seriously and discuss Bertrand Soudais, crafting magical, character-filled wines in the “East” of Ribera, in an area that should be its own distinct Denomination of Origin, or Atauta (until they sold it; I don’t know after that). Or talk to Mariano Garcia and his son about their projects Aalto, Garmon, those Mauro VS or Terreus... or with Vizcarra about his “Celia.” I will always support the “new troupes” and “freedom,” which I admire most about North America compared to the Old World... but to manage that freedom, you first need to be honest and, second, have judgment, like the authors cited here and many others I won’t mention to avoid going on too long. So fewer “headlines,” less “Protos” and trendy stuff, and more seriousness. Ribera del Duero is, or should be, an indisputable gem, I insist, because of the tremendous quality of many of its vineyards, its peculiar climate, and the fact that we should have at least ten or fifteen different sub-Riberas del Duero. Try Bertrand’s “La Diva,” try any wine from Mariano Garcia and/or his son, try Sastre—not just the Pesus, any of their wines, including the more basic ones (and Pedrosa, in the traditional style). The new troupes are almost everywhere... the question is whether to focus properly on the “authentic and characterful wine” or on “The Drink Business.”

How Much Do Wine Businesses Value UGC? 🍷 As wine culture evolves, so does the importance of authentic connections between brands and enthusiasts. User-generated content (UGC) offers an incredible opportunity for wineries, wine shops, and tasting rooms to amplify their presence through the voice and image of wine enthusiasts in real time. But here's the question that's been on my mind: How much do wine businesses truly value UGC, and how active are they in leveraging it? Which wineries are creating campaigns to inspire wine fans to share their experiences? Are there incentives—like exclusive events, discounts, or even recognition—for participating? What actions or activities seem to work best to spark engagement? Additionally, as younger generations increasingly forego wine consumption, what are we doing to encourage them back into the wine flock? Can UGC and more approachable messaging play a role in reigniting their interest? And finally: What mechanisms make UGC content easy to collect? Are businesses using hashtags, QR codes, in-app submission forms, or social media templates to streamline the process? In what ways are wineries simplifying the UGC journey on social media? Are there innovative strategies we should all be learning from? I’m curious to hear from wine industry professionals and wine enthusiasts alike: What’s working when it comes to leveraging UGC? Let’s discuss how we can encourage authentic, creative connections between the wine industry and the people who love it—or might love it again. 🍇 Cheers! #WineIndustry #UGC #UserGeneratedContent #WineMarketing #BrandEngagement #WineEnthusiasts #GenZMarketing #SocialMedia #ContentCreation

This is a MUST read! Very thought-provoking insights and IMO very accurate. This is not just a wine issue; it's an industry issue. This is why you are seeing accelerated consolidations and acquisitions, if your brand building strategy doesn't nurture consumer driven innovation and category demand than you will be part of the consolidation/acquisition. A cautionary tale and a prime example where expectations, reality, and resources are not aligned.

The Wine Industry’s Blind Spot Last week I spoke with Patrizia Vigolo, who shared that sommelier schools in Italy are busier than ever. Also, WSET celebrated its highest number of graduates this year. On the surface, this seems like incredible progress for the wine industry—right? But here’s the paradox: ✅If wine education is booming, why is the wine market still struggling? ✅Why are wines being sold at steep discounts? ✅Why can you find first-growth Bordeaux at Costco, but not Louis Vuitton at Target? This exposes a glaring blind spot—a contradiction at the heart of wine education that’s quietly undermining the industry. The Pyramid Problem The Larger Market Theory perfectly illustrates the pyramid structure of consumer behavior. In the wine world, consumers start at the bottom with accessible, affordable options. Wine education supports this, guiding curious drinkers with knowledge and developing their palate, towards "higher quality" wines. But here’s the issue: in the past there were plenty of consumers for some to grow curious and move up the pyramid; now, fewer people are entering at the base. More consumers are reaching higher tiers, but without fresh newcomers at the foundation, the pyramid risks collapse. And here’s the real twist: once you progress up the pyramid, you're less interested in lower levels. At a recent innovation event, I casually mentioned my work in wine, which sparked an unexpected conversation. A DipWSET graduate admitted: “I only drink wine in places that serve proper wines. Most events and restaurants only offer average selections, so I just stick to BEER.” His response revealed a troubling truth: wine education raises standards—but as those standards rise, many wine lovers begin avoiding the "average" wines that make up the bulk of the market. This creates a ripple effect: Educated consumers demand “better” wines, however everyday venues offer average wines because that’s what the majority drinks, so many turn to other options due to limited wine choice. Premium wines also cost more, even when paying retail, which many can't afford on a regular basis. The result? A shrinking pool of regular wine drinkers and a disconnect between educated consumers and the broader market. Are We Cutting Off the Future of Wine? The wine education boom might look like progress, but what if it’s a trap? More people are moving up the pyramid, but fewer are entering it at the base. The intense focus on education and “quality” may unintentionally alienate the very newcomers the industry needs to survive. And the scariest part? The impact might not be obvious for years. By the time we recognize the full effects, it could be too late to reverse course. What do you think? Is wine education unknowingly discouraging new drinkers? Are we creating a culture so focused on “quality” that we’ve forgotten how to make wine approachable? This is bigger than education—it’s about the future of wine itself. #RethinkingTheWineIndustry