Casual consumption is trending at a greater rate. At least that’s what a recent survey commissioned by E. & J. Gallo winery says. Whether at home, dining out, or celebrating with friends and family, “85 percent of frequent wine drinkers now believe that wine is equally appropriate for casual and formal settings alike.”
The second Gallo Consumer Wine Trends Survey of 1,000 frequent wine drinkers reveals that “82 percent enjoy between one and five glasses per week, which they enjoy at a wide range of occasions.” No longer is it just a wedding, an anniversary, or holidays. Like their counterparts in Europe, American drinkers are consuming more on a daily basis. Vino is taking on more of the “Jones” lifestyle.
“We are always glad to see Americans’ love of wine expand each year as they experiment with flavors, varietals and packaging formats,” said Stephanie Gallo, third generation family member and vice president of marketing at E. & J. Gallo Winery. “For more than 80 years, Gallo has strived for excellence and will continue its family tradition of crafting innovative wines that cater to Americans’ evolving wine preferences.”
This more casual trend indicates that consumers are branching out—trying new wines across a range of prices. The Gallo survey also indicated that “one-third of survey respondents classified themselves as a ‘wine adventurer,’ while only 3 percent of those surveyed self-identified as ‘wine snobs.’”
Where permitted, tastings in grocery stores, liquor stores, and wine specialty shops are introducing more and more types and winemaking styles to consumers. Suggestions from friends, family members and coworkers still greatly contribute to trying something new. The survey goes on to say that “86 percent of wine drinkers would be encouraged by a server, bartender or sommelier recommendation, followed closely by a recommendation from a wine store employee.”
It should come as no surprise that “millennials are more influenced by the digital world than older generations.” Trying something new often occurs when a wine gets good press in the media—publications such as Wine Spectator and Wine Enthusiast and their respective rating indexes are proving to be barometers for making decisions. Not to be overlooked is the impact that Social Media has on the millennial.
One interesting result of the survey findings deals with overcoming wine fears. Mispronouncing a “wine’s name or being judged for wine choices” doesn’t appear to dramatically affect the decisions of today’s regular wine consumer. As Gallo states, “As an industry, we must continue working to remove these barriers in order to nurture wine’s expansion into everyday occasions. By exploring the more emotional implications of wine culture and sharing these findings broadly, we hope to welcome more people into wine.”