Rethinking the Wine Industry转发了
Is Wine Overproduced? No, It’s Not. If wine were truly overproduced, why do so many consumers feel like there’s nothing for them? Studies show that only 20–30% of adults in major markets are regular wine drinkers, while the majority either consume it rarely or not at all. Not because they do not wish to drink wine, but because wine does not wish to know them. The industry, obsessed with impressing itself, and the same 20% of engaged drinkers, ignores everyone else. Meanwhile, alternatives flourish. Seltzers, ready-to-drink cocktails, craft beer—none existed to challenge wine, yet all succeed where wine refuses to go. The message is clear: people want to drink, but they do not wish to be told how to drink. Tell me, what determines the value of a wine? Is it the winemaker, who follows the traditions of those before him? The critic, who assigns a score as if measuring beauty with a ruler? The sommelier, who deems it worthy of a place on a list? Or is it the drinker, the one who experiences it, whose pleasure alone gives it meaning? For decades, the wine industry has answered this question the same way: good wine is what a small, self-reinforcing group deems acceptable. A handful of gatekeepers have shaped the definition of quality, setting rules for taste, structure, and style. But does wine exist solely for the few who judge it—or for the many who drink it? And if people do not think the same, feel the same, or taste the same, why must wine be made the same way to be considered “quality”? What is harmony to one is discord to another. What is elegance to some is emptiness to others. If beauty is subjective, why does the wine industry insist that taste must be objective? Other industries have faced this reckoning. Music was once controlled by record labels, dictating what the world should hear. Then came streaming, and the listener was freed. Fashion once followed rigid trends, dictated by the elite. Then came direct-to-consumer brands, and the individual was empowered. Now, AI-driven personalization is making customization not a luxury, but an expectation. Wine remains one of the last industries unwilling to surrender control. But change does not ask for permission. It arrives regardless. The proof is in the brands that have broken the mould—XXL, 19 Crimes, and others, mocked by the industry yet embraced by consumers. They understand something fundamental: people do not want to be told what to drink—they want to discover what they love. Competition will always exist, but the greatest threats do not come from within the walls of tradition. The real disruption comes from those who ignore the rules entirely. While the industry debates the “right” way to make wine, new players rewrite the game. As Jeff Bezos once said, “What’s dangerous is not to evolve.” So the question is not whether wine will survive—it is whether those who refuse to change will survive with it. #rethinkingthewineindustry #winebusiness #change #wineinnovation
Quality is an objective measure Taste is a subjective measure.
The variety of wine produced and distributed is huge. There is literally something for everyone. Terroir-driven collectibles, hundreds of different grapes, mass-produced sugary wines, wines made with grapes and pineapple juice and peppers, wine in a can, wine in a bottle, and wine in a box. wines from countries across the globe. High-acid wines. Low-acid wines. Wines with comics on the label. Wines with nothing on the label. Wines that have been made the same for hundreds of years. Wines in a style that has been made for a year. Consumers don't feel like there "is nothing for them". Many consumers simply prefer a different drink. And that's fine. With respect, Priscilla, the problem isn't people who like to discuss or write about quality. The problem isn't the industry demeaning consumer choices. The problem is inflation, high interest rates, anti-alcohol crusaders, alternative beverages, risk-averse youth who drink less, and many other things. Finally, I respect you enough to ask you if you have any particular suggestions on this front you are writing about.
Love it! Let's put the power back in consumers' hands and redefine what wine means to them.
At a macro economics standpoint, there is no doubt that generally wine is over produced (source OIV). Taking your example of the brands that are apparently doing well, it would be interesting to see the growth figures for these brands. That could be used as a proxy for the market potential. Without seeing the figures, I risk being wrong, I wouldn’t be surprised that there will still be a gap between production and consumption. If that’s not the case, remember that there are other factors: competing products, tariffs, taxes, climate… That will have a negative effect on consumption. I wouldn’t advocate the first step is right-sizing the wine industry, followed by growing from that base. Otherwise we risk throwing good money and intellect after bad.
I agree. There are too many who think they’re safe because it’s wine will survive this challenging time as it numerous other times over its extensive. Just because it’s going to survive doesn’t mean your business or the industry as a whole will thrive as much as it could if opportunities to evolve with the times are ignored.
An 'overproduced' product - which could be, and has been, milk or butter - is simply a product in which the supply/demand equation is out of balance It is easy to say that there is untapped demand rather than oversupply. Proving it is harder. There are plenty of big brand-owners, including ones you refer to (19 Crimes, XXL, Stella Rosa, Barefoot etc) who are not obsessed with impressing themselves. They would agree that wine is overproduced. And, by the way, big record labels still control 65% of the market, and musicians still complain that they are being ripped off. The power has simply shifted towards Spotify and Apple. The big difference is that music consumers no longer have to pay to listen. I'm not sure we can offer a similar service to wine drinkers
Wine is storytelling in a bottle, shaped by its land, its maker, and, most importantly, the people who enjoy it. The industry should celebrate personal taste rather than dictate it. At Chateau Canon Chaigneau, we focus on creating wines that honor Bordeaux’s rich heritage while inviting new drinkers to explore without intimidation. The best wine? It’s the one that speaks to you.
Retired
3 天前Such nonsense. I don't accept your premise. Wine is way overproduced. That is why vineyards are being ripped out all over the world. That is why Wine Grapes are left rotting on the vine. That is why the bulk market is in tatters. That is why the Bordeaux futures market barely functions. That is why Constellation Brands is throwing in the towel. That is why LVMH shut down a remodeled Newton Winery. This is why wineries are quiet quitting.