Our experts have drawn up the top 10 trends that are revolutionising Italians’ wine glasses.
From vegan wine to the return of rosé, from the debut of orange wines and cannabis wine, to the ever more popular “Bring Your Own Bottle” phenomenon. These are some of the 10 international trends identified by the experts consulted by Vitavigor in the world of wine, which is increasingly loved by millennials.
Wine remains one of the most loved drinks, millennials included. In Italy 54.1% of people drink it at least once a year and 18.2% every day (Istat data); according to the International Organisation of Vine and Wine, consumption has grown by 8% over the last 5 years. A passion that is also winning over millennials, who prefer wines and spirits to beer, reversing the trend of the 1990s, according to a Beer Marketer survey.
But what are the main trends in the wine sector? And what effects can they have on related business sectors? This was the subject of research commissioned by Vitavigor, the historic Milanese breadstick brand, from Espresso Communication, involving a panel of 40 industry experts, including sommeliers and wine bloggers. The results will help the brand create dedicated products to meet market needs.
The trends
First place goes to vegan wines, as also highlighted by research in Forbes, and to the organic wine market, which according to a Reuters survey will grow by 14% by 2022. Among the more curious trends are cannabis-infused wines, for their many beneficial properties, and BYOB, “Bring Your Own Bottle”, the custom of bringing your own bottle of wine to the restaurant, reported by British research published in the Telegraph, as well as low-alcohol wines. The passion for wine is also spreading on social media, with over 51 million dedicated posts and over 7 million posts with the hashtag #winelover. There is also room for the comeback of rosé wines and the debut of orange wines.
“BYOB is very common in many international markets. Consumers bring their own bottle to the restaurant, which provides professional service, the right glasses and matching dishes,” says Roberto Anesi, named best sommelier in Italy in 2017 and Professional of the Year 2019. “There is usually a “cork fee” for opening the bottle, which in some cases can even exceed €150. For health reasons and because of alcohol laws, consumers now pay much more attention than in the past to the amount of alcohol in wines, so more and more producers are adapting to the LOW ABV wines trend.”
Hollywood stars have also caught “wine mania”: from Oscar-winning musician John Legend, who created his own wine line called Lve (Legend Vineyard Exclusive), to Drew Barrymore, who partnered with Carmel Road Winery in California to launch her Pinot Grigio, to Brad Pitt and Angelina Jolie, founders of Miraval, a vineyard in Provence worth 60 million dollars, and Francis Ford Coppola, who decided to put his fine Diamond Collection wines in cans. A trend reported by American research published in Business Insider, according to which 28% of millennials would rather drink canned wine on the sofa at home for reasons of cost and convenience. According to CNBC research, canned wine is a 45-million-dollar business.
The vegan wine trend is highlighted by Eleonora Galimberti, wine consultant for buyers, enthusiasts and collectors from all over the world: “The vegan philosophy is gaining more and more ground among wine trends. Not to be confused with organic, ‘vegan’ wine is produced without any animal-derived interaction, both in the vineyard and in the cellar, and is certified and controlled. The food market shows that the segment is growing steadily, both in terms of availability and of major brands.”
Finally, according to Chiara Bassi, sommelier and wine blogger at Perlage Suite, 2019 is the year rosé wines make a comeback: “Although they are still drunk much less than the more traditional white and red wines, they are carving out an increasingly important share of the Ho.Re.Ca. sector and should not be overlooked. In summer, when red wines are harder to choose, their freshness is irresistible, while for the rest of the year they win people over with their great drinkability and how easily they pair with dishes, aperitifs and desserts.”
According to Chiara Bassi, sommelier and wine blogger at Perlage Suite, 2019 is the year rosé wines return: “Although they are still drunk much less than the more traditional white and red wines, these wines are carving out an increasingly important share of the Ho.Re.Ca. sector that should not be overlooked. In summer, when red wines are harder to choose, their freshness is irresistible, while for the rest of the year they win people over with their great drinkability and easy pairing.”
Finally, here is the top 10 wine trends that will mark the coming autumn and winter months:
- Vegan wines: drinks produced without any animal-derived interaction, certified and controlled by SGS.
- Rosé wines: the Mediterranean drink par excellence, made from red grapes and vinified with a few hours of skin contact with the must.
- Low ABV wines: wines with an alcohol content between 6 and 8.5%, strongly preferred by the very young.
- Organic wines: made from grapes grown without synthetic or artificial chemicals, in line with the principles of organic farming.
- Bring Your Own Bottle: the trend of bringing your own bottle of wine to the restaurant, with the service of an expert sommelier, is growing.
- Cannabis wines: made with organic cannabis and biodynamically fermented grapes, sought after for their beneficial properties.
- Canned wines: the canned wine market is increasingly popular thanks to its convenience and portability.
- Riesling: produced in Germany, one of the most refined white wines in the world, considered the most sought after by enthusiasts for its unique aroma.
- Orange wines: drinks made by fermenting white grapes with their solid parts, meaning skins and stalks.
- Cabernet Franc: the French fruity wine par excellence, known for a mix of aromas ranging from fruit to spices, while keeping its freshness and minerality.
Food and new wine trends: the pairings
The most popular food pairings? Red meat, breadsticks, cured meats, grilled fish and raw vegetables with dip.
“Wine is a historic drink that continues to be very successful with adults and young people, perfect for a family lunch or a dinner with friends,” says Federica Bigiogera, marketing manager at Vitavigor. “To enjoy it at its best, in line with current trends, we created HappyVi, mini snacks perfect to accompany the main trendy wines. Their “mini” format is ideal for dipping in creams or pâtés. For Prosecco lovers, my tip is to pair it with the Parmigiano Reggiano ones.”
For vegan wine, wine consultant Eleonora Galimberti also suggests the classic breadstick, “which recalls freshness, lightness, minerality, a balance of aromas and flavours, but above all persistence”.
For Chiara Bassi, rosés are making a comeback precisely because they pair so easily
with starters and first courses, as well as fish main courses, biscuits or chocolate desserts. The pairing to try? “Lightly smoked cooked pancetta wrapped around salted breadsticks, with a glass of Salento rosé made from Primitivo grapes.”
