What is driving this trend?

1) “The Democratization of Wine”

This charge is being led by big box retailers, like America’s biggest wine retailer, Costco. Also, brands like Yellow Tail have achieved cult-like status probably largely due to the use of their country’s national symbol – the kangaroo.

2) Self Service Wine

There is no shortage of proprietors looking to profit off of this brilliant marketing technique that brings out the inner sommelier in all of us (wink). The 1, 3 or 5 oz pours allow the customer to decide very quickly their taste profile. Even the cruise industry has taken note with the Celebrity Cruises brand starting the trend and Norwegians following suit.

3) Unapologetic Wine Bloggers

The Reverse Wine Snob, also known as Jon Thorsen, has made it his business to deconstruct wine snobbery by pushing his $20 or less mantra. The Frugal Wine Snob promises: “Wines that taste like a million bucks, but cost a whole lot less.” These bloggers will only grow in numbers and rightly so as wine is primarily a subjective assessment based on a multitude of different factors.

Any hotelier, restaurateur or wine economist can tell you that the “grand cru” or great growth will come from this segment moving forward as the millennials begin to lead.

Cheers!