PREVIEW OF WINE TRENDS IN 2010

With the downturn in the economy, 2009 was a challenging year for wine producers and sellers, even while sales figures show that consumers still are drinking plenty of wine. It looks like 2010 also will be a challenge but the wine industry is one of the most innovative. So, there should be plenty of interesting developments in the coming year. Herewith in no particular order of predictability is a sample preview:

Will the continuing recession (yes, it will continue) exert downward pressure on wine prices?

Various industry sources report wine sales doing well overall despite the recession but high-end wines (over $50) are stagnant, except for well-established labels. Understandably, consumers are looking for value. Wines selling below $35 will continue to do well; wines below $20 even better. Even as the US is poised to become the largest wine consumer in the word, the questions in my mind are whether the slow recovery/lingering recession will further test consumers’ tolerance of higher priced wines. And whether producers and sellers (especially restaurants) will continue to resist the downward pressure on prices.

Sustainability Continues its Momentum

The recession has had a side effect of generating a growing interest in boxed wine. Boxed wines also are becoming popular because of their eco-friendliness. Most come in 3-liter packages (equivalent to four bottles). At $15-$25, they are great values. And they are more portable than glass. I enjoyed offerings from Killer Juice, Black Box, Boho, Bandit, Fish Eye, Wine Cube, and From the Tank this past year. Speaking of eco-friendly practices, sustainable agriculture and winemaking will continue to expand throughout the world of wine. California in particular has been a leader in the adoption of sustainable practices. From organic and even biodynamic methods in the vineyards, to using alternative energy sources, recycling and reducing packaging, wineries now regularly tout their efforts to promote sustainability and reduce their carbon footprint. Kudos to Rodney Strong Vineyards on becoming California’s first carbon neutral winery.

Buy Local/Buy Regional

Locally/regionally produced products are one of the hottest culinary trends and that will continue through 2010. Restaurants and shops rightly hype their sourcing of local products. Expect liquor stores and wine shops to expand their selections of locally produced beverages (as they already do with beer). Maybe this will be the year Colorado wineries break through at area restaurants and shops. Help them by making this the year you support Colorado wineries like the Winery at Holy Cross Abbey, Two Rivers, and Sutcliffe.

Lesser-known Grapes and Wine Regions Get More Attention

Partly because of the search for value and partly because wine drinkers are becoming more adventurous, consumers will be more open to trying wines and wine regions with which they are less familiar. For example, Portugal, France’s Languedoc and Loire Valley, Spain’s Navarra and Toro, and Italy’s Molise, Abruzzi and Puglia are great sources of fine values and interesting wines. As for grapes, interest should grow in Gewürtztraminer and Riesling (Germany, Alsace, Washington, Australia, California), Chenin Blanc (Loire, California), Albarino (Spain), Malbec and Torrontes (Argentina), and Carmenere (Chile). The Rhone-style whites – Roussanne, Marsanne, Viognier – also are improving and deserve more attention form consumers.

These Bubbles Won’t Burst

In all my years (way more than I like to admit) of drinking and writing about wine, I have never seen as much good bubbly from around the world. Of course, Champagne is still the benchmark but American sparkling wine, Italian Prosecco, Spanish Cava, and Alsatian Crémant especially are generating great interest. With ample affordable choices among these sources, sparklers should become more often an everyday choice to accompany food and not just relegated to celebrations.

Wine and technology Converge

Wineries like everyone else are looking to capitalize on Web 2.0 popularity, especially with the Millennial's, though most everyone is becoming more tech savvy. Some wineries are turning to Wine apps to market their wines, like the Wine DJ iPhone (www.WineDJ.com) application by Liberty School Wines that creates playlists to accompany any mood, situation, and Liberty School wine being consumed. It's available for free on the Apple App Store and iTunes. I also expect more wineries to experiment with social media as they seek to find more ways to reach potential new markets. I'm skeptical of such ploys but, since I'm not a professional marketer, the move could just pay big dividends. So, I think I'll grab a glass of, oh, lets say a Salice Salentino made with organic grapes or a Winery at Holy Cross Abbey Colorado Syrah; update my web page; check out my Facebook page; fire off a tweet (I do hate that term); and have a toast to the new year!