Sips & Shots
Williamson Social - February 2012
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Consumers from Williamson County are savvy shoppers when it comes to almost everything: designer and bargain apparel; high-tech and simple electronics; whole and not-whole foods; domestic and international travel… the list is never-ending! But when it comes to purchasing wine, how many of us really feel knowledgeable when we walk into a store?
IT USED TO BE SO SIMPLE THEN…
Back in the 70s and 80s, the selection of wines available at what we called “the corner liquor store” was limited, to say the least. Tennessee consumers were more interested in spirits (Jack Daniel’s, perhaps) than wine and historical sales reflect that.
Then one day in the early 1990s, a 60 Minutes program introduced Americans to the “French paradox,” observing that the French have a low incidence of heart disease despite a high fat diet. On the program, Morley Safer discussed the possible effects that drinking wine daily may have on health. This one program had an enormous effect on sales of wine in the U.S., which has continued to increase in terms of consumption and production for the last 20 years.
The simple fact is that the United States has become the world’s thirstiest wine marketplace. And when demand rises, the market responds. Now, when you walk into a wine store, literally thousands of wine offerings are available. Very few other products that are consumed on a regular basis require a vast knowledge of geography, vintages, varietals, languages, and taste profiles… just to make a purchase!
For example, when shopping for cereal, you probably have a basic knowledge of the brand profile for Wheaties, Shredded Wheat, Frosted Flakes and Cheerios. Walk into a wine store, and for many consumers (and by “many,” I mean the consumers who have never heard of Robert Parker and don’t care who he is), what they see is just a bunch of dark or light bottles with pretty labels, promotions and pricing. That’s it.
So, what happens frequently is that consumers are overwhelmed by options and they tend to go back to what they are already familiar with. The unfortunate result is that they are likely missing out on some really good wines!
NOT A WINE GEEK? YOU DON’T HAVE TO BE. THAT’S OUR JOB, & WE LIKE IT!
Consumers are much more educated about wines today than 20 years ago. Think back, there was probably a time when you didn’t know the difference between a Chardonnay and a Cabernet, let along a Viognier and a Malbec. But when you include additional factors – like price point, country of origin, and vintages – purchasing a simple bottle of wine for dinner turns out to be anything but simple!
That’s why a knowledgeable wine sales consultant – also known as a “wine guy” – can be so helpful. A wine consultant is like a Lifestyle Coach. We help you get the most enjoyment and quality experience out of the products you purchase. We spend spare and personal time researching and learning about all the products we sell and new products we want to bring in because we enjoy doing it. With over 6,000 products in our store already, you can imagine how much we read daily, weekly and monthly! And, of course, we spend time tasting wines so that we can stand behind our recommendations. Our main goal is that you come back, and the best way to accomplish that is by recommending wines that you will enjoy.
SELECTION IS A GOOD THING… AND EXPECT MORE OF IT IN 2012.
The arrival of more wines washing up on our shores will only accelerate in the coming year. Wine producers around the world want to compete in the most important market. It’s a win-win for us in Williamson County: today there are more high-quality wines being made throughout the world’s diverse regions than ever before.
We pledge to continue to make these high-quality, great-value wines available to you. Here are some trends we are expecting in 2012 (culled from various sources on the World Wide Web):
1. As wine becomes more mainstream and millennials enter the market at increasing rates, wine sales will continue their upward tick. Millennials are more adventuresome in trying different wines, and are not as connected to specific growing regions, traditional varietals and wine ratings as previous generations. We expect an uptick in sales of wines made from lesser known grape varietals and growing regions base.
2. While sales tick upward, look for alcohol levels in wines to tick downward, as winemakers recognize high-alcohol levels in some wines make them less companionable for food.
3. Moscato is catching on. Wines made from this varietal are generally inexpensive and most often have a bit of sweetness that appeals to the American palate. Some predict sales of this light, white, sweet wine will outpace white zinfandel.
6. Expect America’s love affair with sparkling wines to continue. The sale of French champagne ticked upward in 2011, but Prosecco from Italy is expected to overtake champagne in 2012. Prosecco is a fraction of the price of champagne, and for most people it is more pleasant and easier to drink.
7. Organic, sustainable and biodynamic farming of wine grapes continues to gain attention. These methods eschew using artificial fertilizers and toxic chemicals for pest control. Though all wineries may not be certified organic or sustainable, most practice some or all tenets of these farming methods. If in doubt, consult the winery’s website.
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