The off-trade now accounts for 60% of world wine sales and this trend is expected to accelerate. In the UK, internet sales are the highest in Europe and are expected to increase from 18% (in 2011) to 26% by 2020.
The work, commissioned by wine and spirit exhibition Vinexpo, predicts five key emerging trends that will dominate the off-trade wine environment between now and 2020:
Consumer risk reduction
Stores are classifying wine by taste, type and food matching to reduce mistakes. Mobile apps will help facilitate this.
Connection
Wine sellers will look to create a deeper, emotional bond with consumers to build loyalty. This will be through in-store events but digital technology will play a key part through initiatives such as virtual sommeliers.
Theatricality
The physical selling space will become a destination in its own right through the use of visual, social and intellectual stimulus. Stores in the US already have screens airing live link-ups to vineyards.
New sales models
Specialist websites running flash sales to stimulate impulse buys will become more common. Technology will be the main driver which changes evaluation and purchase decisions.
Ultra-niche strategies
Retailers and brands will increasingly respond to consumers who want to differentiate between wines according to their origins or wine style.
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