Change is underway. Can you feel it? It’s in more than just the cold-then-warm-then-cold-again days. It’s in more than just the blossoms budding on trees as hail briefly falls on a sunny afternoon. Mother Nature’s dichotomy is likely reflective of what your own business is facing at this time.
If you’re looking for a roadmap look no further than the third annual beverage alcohol forecast program The Next Big Sip that’s produced by members of Les Dames d’Escoffier NY. This year’s theme, The Silver Lining In The Beverage World, highlighted the promise of days ahead for those in the wine, beer and spirits sector of the hospitality industry.
Moderator, and spirits journalist/author Amy Zavatto opened with her feeling that, “the Last two years have been really hard and really crazy in the world at large and in the beverage industry. But there are lasting positive effects coming out of this. We are seeing a lot of interesting trends and pivotal industry shifting moments we’re heartened to see happening and happy to be participating in.”
Those shifting moments Zavatto referred to covers everything from evolving consumer trends to education, hiring, and leveling the playing field.
In conversation with Zavatto, spirits author and editor Kara Newman of Wine Enthusiast notes a return to bar and restaurants that’s slightly different than before in terms of what consumers desire. She says, “I think there’s a lot of confusion about what people want. People are of two minds – some being a bit more cautious and want things to be just right. They are taking into account the value of investing in the considerable expense of going out. On the other hand, everyone’s sort of dived back in. Especially younger people who don’t have risk factors. They want to reclaim the time that is lost. We’ve just spent two years at home perfecting martinis. It’s no longer enough to have the martini. We can make it at home. People want a fabulous experience.”
Lydia Richards, panel member and founder of Vinoconcierge concurs. Richards sees similar desires amongst wine drinkers, noting that they’ve learned a lot of information about wine while stuck at home and sought out this information from fresh sources. She says, “People were trying to find new ways to entertain themselves at home. They all wanted to learn something about wine from someone who looks like them – maybe someone younger than what you’d normally think of when you think sommelier.”
All this attention to youth portends great things for the beverage alcohol industry. Millennials are driving a commitment to transparency, education, and balance. Philana Bouvier, President of Demeine Estates recognizes the power this generation has to drive sales and shape marketing tactics and she’s embracing it all and suggests you do too as she remarks on the uptick in champagne and sparkling wine sales even in the midst of a pandemic, “This experience taught us people want to live in the moment. Wineries are now thinking about lifelong and lasting experiences for consumers. The luxury wine business is better than ever. The millennial generation has made us think cleaner. Your message has to be on point, and you have to be able to back it up; it is important to be honest and open and diverse.”
That diversity is appealing to millennials as well as all consumers. Tapping into it – authentically and honestly – is a boon for business. But, until recently, a broad sense of diversity is something that’s been missing from the beverage industry.
Slowly that is shifting. Companies like Constellation are committing to supporting initiatives for female and minority owned businesses, WSWA (Wine and Spirits Wholesalers of America) continue their long-term commitment to nurturing and supporting women leaders in their sector of the industry and this all mirrors LDNY’s original mission of mentorship and scholarship that began 45 years ago when founder Carol Brock launched the organization to make a place for women in the hospitality industry because they weren’t welcome to be part of the business conversation.
Now that these doors are opening consumers are willing to pay to walk through them. Gladly so. Bowens-Mercado concludes with a thought about rising prices that are reflective of everything from taxation to complicated logistical and supply-chain issues and rising wages and sees none of these as deterrents for good products that reflect likeminded values of the producer and the consumer, “I think in general people are not settling for less anymore. We have one life to live. People are very specific now about what they are buying now. They will invest. They’re investing in our visions. In companies. In communities. They say, ‘We’d rather spend extra into something we know you spent hard work into.’ If you’re purchasing wine, spirits or beer…you are going to strategically and consciously start purchasing now.”
