Trends: Wine

Since opening Madison Cellars in Madison in 1988, owner Pete Clark has seen many trends in the industry that have not only taught him much about his customers’ preferences for fine wine, but he has widened his own knowledge (and that of his staff’s) about wine and spirits in general. 

Trends in wine consumption tend to align with events of the times and can be influenced, to some extent, by weather/climate patterns, social concerns, political turns, the economy, sustainability, packaging, technology and, of course a worldwide pandemic. 

“When we first opened in 1988, we focused on selling wine that was a little better market than what was the trend in Mississippi,” Clark said. “We wanted to make available products that other stores were not selling.” 

While he has seen many trends come and go through the decades, there are numerous classic products that continue to last the test of time. The story of wine continues to be told, and as it evolves, its immediate outlook is looking positive.   

Looking Back at Past Trends    

From the sweet reds and the introduction of White Zinfandel that Clark recalled in the 1980s; to the popularity of Cabernet-Merlot (and many other blends) and the rise in interest of wines from Argentina, Chile and Australia in the ‘90s and into the 2000s; and now the far more diverse profile of today’s market, wine has kept its rightful place as the drink that Benjamin Franklin described as the beverage that “makes daily living easier, less hurried, with fewer tensions and more tolerance."

What’s Trending Today?

“People are more diverse in their wine choices today and are not as afraid to try something new,” Clark said. “They want to branch out and try more new experiences.”

While Baby Boomers still hold a slight edge as the top wine consumers nationally, Millennials are a close second, and fortunately, there is a wine for everyone.  

Trending Locally

• Organic wines are becoming more popular. 
• More selections from Spain, Chile, Argentina, Australia and New Zealand are gaining attention. “These are the wines that are most dependable and offer the best value,” Clark said.  

• Familiar and “comfort” staples that continue to hold their popularity are Pinot Noir (favorite red), Pinot Grigio (favorite white), Cabernet Sauvignon (favorite dry) and Moscato and Riesling (favorite sweets).  
• Packaging is becoming more eco-friendly, with the bag-in-a-box format seeing great improvement. Younger customers (and anyone else who has ever tried to pack wine into a cooler), are loving the convenience of buying wine in cans. 
• Home delivery of wine has been approved in Mississippi and is likely here to stay.   

Trending Nationally 

• Since the COVID pandemic, consumers have discovered the pleasure of finding a “broader range of occasions” to enjoy special wines at home, not just holidays and birthdays. Clark believes this idea goes both ways. “You can make any day special simply because you chose to open that treasured bottle of wine,” he suggests.      
• Sweeter and specialty wines, along with red blends, are showing the most growth, according to the International Wine and Spirits Record.            
• Sparkling wines, and Prosecco in particular, are very popular.
• Interest in wines from South Africa and Portugal is on the rise.
• There is increased consumer preference for premium wines. 

Why Try Something New When You Already Have a Favorite?

“Many people don’t understand how much wine choices may vary,” Clark said. “Wines in the same categories can taste very different and there can be many reasons for that.

“One is where the grapes are grown. California grapes have earthy tones, while the same grapes grown in Oregon or Washington state have a flavor that is more fruit-driven.

“It also depends on the winemaker and the time the grapes are picked. The grapes themselves can have different characteristics. It also depends on weather patterns, soil influence, how the grapes are facing the sun, whether they are grown on sloping or flat ground and altitude.

“Drinking wine is a sensory experience and taste is different for everyone.”

 Holiday Gifting

“The biggest day of the year for us is the day before Thanksgiving,” Clark said. “There is a wide selection of wines that are appropriate for Thanksgiving because there is such a wide variety of food on the table, so you can’t go wrong bringing a special bottle of wine.” 

For holiday gift-giving, he suggests bumping up your everyday wine purchase price a notch or two “to get something a higher quality than your everyday range, something they wouldn’t buy for themselves,” he recommends.  

“For New Year’s, I like to see people willing to try something other than the least expensive champagne because it makes such a difference in the quality and the taste.”  

Pete’s Tips 

• Don’t be afraid to try something new. Ask our staff for assistance in making your selections - they are well-trained and happy to help. 
• I encourage people to start a small wine group to get together and try some new things. You’ll learn from each other and have a good time.
• For New Year’s Eve when people are overindulging, I strongly advise them to take it easy and drink some water to stay hydrated. This is really important!

Enjoy Your Wine Experience

“People can get stuck on one thing that can last a long time,” Clark said. 

“Your choices are so wide now. There are so many really good wines out there and it’s fun to learn about what’s new. Most people now understand there is a place for every wine.”

Wine Folly Packs a Lot of Wine Wisdom to Explore! 

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