Wine market trends to watch for the coming year
Consumption in the wine market, just as for other alcoholic beverages, continues to focus on premium and high-quality products, due mainly to consumers’ greater awareness about the products they purchase.
Until recently these demands were more specific to millennials, a generation highly focussed on well-being and sustainability. But we can say with confidence that after the Covid-19 pandemic, there will be a greater awareness in other age groups as well. The current context has brought about a much clearer definition of the wine trends for 2021.
Greater focus on comparison between producers and related brands
Wine lovers and consumers are very conscious of a wine’s characteristics. And from this, they are keen to distinguish between wine regions, learn about a wine producer’s individuality as well as tasting the narrative held within each glass of wine.
Experiential consumption is now reaching a much broader audience.
And producers feel the need to tell their story and describe their product’s background, beginning with its packaging. This makes packaging the initial marketing tool used to set a product apart on a specialist seller’s shelves.
With this in mind, Tapì has launched Devin, a closure designed for the wine market that’s made from grape pomace residue – otherwise destined for landfill. Choosing a closure like this one enables a product to communicate its company’s sustainability values.
Experiential research and discovery of new markets Uncovering new wine locations
This year, 2021, is when consumers will be looking for distinctive, sophisticated flavours from smaller wine producers from lesser-known wine regions.
If we consider wines from the Piedmont region in Italy, for example, we automatically think of Barolo and Barbaresco. But who knows about the exquisite and characteristic wines like Cortese, Timorasso and Arneis?
Similarly, red wines from the Douro Valley are stunning and Portugal will remain one of the most explored regions in the coming year. Little-known wines from Georgia, Moldova, Croatia and Hungary will also see strong growth. Wines from eastern Europe, including Greece, will take a good share of the market, also as a result of a greater desire to experiment and discover new wines.
Natural wine growth
Natural wine – defined as such due to the very few additional measures used during development and fermentation – is rapidly expanding.
According to research carried out by the IWSR, International Wine & Spirits Research, Italy, Spain and France will produce more than 2 billion bottles of natural wine by 2023. It’s estimated that they will continue the growth recorded since 2018 to now.
And it’s clear that packaging for organic wine must reflect the product’s sustainable values – echoed by the recycled paper label, and most importantly, an eco-friendly closure.
Sustainable developments in packaging
Last, but certainly not least, we will see changes in the packaging design world linked to the wine market.
Sustainable alternatives will continue to be in higher demand in comparison to standard types. For this reason, some companies are experimenting with sales of wine in cans, cartons or other specialist containers, even if these solutions are currently difficult to offer to the premium market. This is why Tapì is investigating new approaches for closures that can combine functionality, appeal and, of course, environmental sustainability.
To sum up
We have a lot to look forward to with these wine trends for 2021. Whether it’s conveying a product’s narrative, seeking out new wine areas, exploring the sustainability of natural wine or new packaging solutions, we’ll certainly have more choice than ever this year.
Interested in finding out more about our closures designed for the wine market?