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🎄 Merry Christmas

🎄 Merry Christmas

In this festive week’s DECORKED digest you will read all about a reflection on 2023, how the British exaggerate, new marketing strategies, a “Wine Guru’s” advice, the Italian revolution, and much more. Keep reading!

December 25, 2023

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Happy Monday and Merry Christmas! We hope you have a wonderful week ahead! In this week’s festive issue, you will find all about a reflection on 2023, how the British exaggerate, new marketing strategies, a “Wine Guru’s” advice, the Italian revolution, and much more. Keep reading!

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INTERESTING THIS WEEK

🍾 Retailers expect sparkling wines to shine as the New Year approaches READ HERE

📝 2024 outlook – the wine industry C-suite has its say READ HERE

🇬🇧 ‘Miracle’ harvest in Britain yields more than 20m bottles READ HERE

🍇 Does wine have terroir? Artificial intelligence proves it READ HERE

📚 Things to read, watch, and listen to for wine lovers READ HERE

💰 Preview the most expensive wine in the world READ HERE

Collection of partnerships and collaborations.

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We curate, filter, and select only the most exciting and important news for you.

SIGNIFICANT NEGATIVE SHIFT SEEN IN ALCOHOL SPENDING BEHAVIOUR AMID SIGNS THAT IT MAY BE TEMPORARY

The latest data from IWSR reveals a significant decline in alcohol spending as consumers, affected by growing financial concerns and a rising cost of living, reduce unnecessary expenses. While alcohol consumption volumes remain relatively stable, there is a clear negative shift in spending behavior across the 15 leading beverage alcohol markets. In Wave 1 (March 2023), global consumers reported positive changes in alcohol spending, but by September, all regions except Asia turned negative. Consumers are prioritizing essential spending and reducing outings to save money. Market performance in H1 2023 shows marginal declines in beer volumes, a 1% increase in spirits (excluding national spirits), a 4% decrease in still wine, and a 1% increase in ready-to-drink beverages. Premiumization decline is most noticeable among younger legal drinking-age consumers, who, despite facing financial challenges, express optimism about the future. Interestingly, the no-alcohol category sees increased consumption in all markets, despite a decrease in spending on these products.

HALF OF BRITS EXAGGERATE WINE KNOWLEDGE

A recent study commissioned by glass manufacturer and bottler Encirc uncovered that nearly half of Brits (45%) fabricate information about their wine knowledge when dining. The survey revealed that 41% of drinkers make wine purchases based on attractive labels, even though 26% spend over £26 on a bottle during Christmas. Away from social situations, 22% admitted they can only distinguish between red, white, and rosé wines, while 44% claim they can taste variations in grape types and wines. The research also highlighted that 34% of Brits have felt intimidated by others' wine knowledge. Madalena Moreira, the oenologist for Encirc, noted that while many people aim to impress with wine knowledge, the reality is often quite different. Interestingly, the survey hinted that both male and Gen Z wine drinkers are the most likely to embellish their wine expertise, with 51% of men and 67% of Gen Z admitting to frequently exaggerating their knowledge.

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A ‘REVOLUTION’ IN THE ITALIAN TYROL

In the world of Italian wine, the term "cooperative" winery often carries a negative connotation due to associations with mass-produced, cheap wines. However, in Italy's Alto Adige region, some smaller cooperatives, particularly Kurtatsch, have revolutionized local viticulture. Under the leadership of CEO Andreas Kofler, the cooperative implemented two key changes. First, they insisted on site-specific viticulture, encouraging growers to cultivate grape varieties best suited to their specific locations. Second, Kurtatsch abandoned the traditional payment system based on sugar and weight for grapes, opting for a more nuanced approach. The cooperative's commitment to quality is exemplified by a modern expansion in 2020, enabling micro-vinifications, experimentation, and extended aging. This resulted in a limited production of 2,990 bottles, priced at $250 to $300, challenging the notion of "icon" wines dominated by elite producers. The cooperative sees this as crucial for the region's success, emphasizing that improved performance benefits numerous families in the area.

ADVICE FROM ‘PRUNING GURU’ COULD TRANSFORM THE WORLD’S VINES

Pioneer of "soft pruning," Marco Simonit, asserts that his technique not only enhances global old vineyards but also addresses climate change challenges. Since founding Simonit & Sirch in 1998, he has worked with renowned estates like Yquem, Latour, Louis Roederer, Domaine Leflaive, Muga, Biondi-Santi, and Cathy Corison. Central to soft pruning is improving sap flow by selectively pruning one side of a branch, leaving a gap twice the shoot's diameter. Simonit contends that this enhances water efficiency, mitigating drought-related issues. Emphasizing adaptability, he encourages producers to tailor the technique to their specific sites and grape varieties for optimal results.

STUDY FINDS MOST AMERICAN TEENAGERS HAVE NEVER TASTED ALCOHOL

A recent study found a decline in teenage alcohol consumption in 2023 compared to the previous year, with many reporting never having tasted alcohol. The decrease in substance use among teens between 2020 and 2021 was attributed to COVID-19-related school closures and social distancing measures. Researchers suggest this delay in teen consumption patterns may lead to lower future substance abuse rates. Overall, teen alcohol consumption has been decreasing since the 1990s, with the digital age contributing to a reduced likelihood of teenagers drinking. Over the past decade, the percentage of non-drinkers has increased by 24%, 42%, and 35%. Stanford University researcher Keith Humphreys noted that US teens are less likely than previous generations to engage in risky behaviors. Leslie Kimball from Responsibility.org credits this change to parents being more open in discussing alcohol with their children.

WILL 2023 BE REMEMBERED AS AN ANNUS HORRIBILIS FOR DRINKS?

After the 2022 recovery surge fueled by eased COVID restrictions, alcohol producers faced challenges in 2023 due to global economic slowdown, inflation, and consumer resistance to price hikes. Analysts expect a 2024 recovery in major international alcohol company share prices as spending stabilizes. The largest premium alcohol company, Diageo, saw a 20% drop in shares, mainly due to a slowdown in the key American market. Pernod Ricard faced criticism for trading with Russia, lost a Delhi business license, and underperformed in China. Rémy Cointreau's shares dropped by a third due to reduced Cognac demand in the US. LVMH initially had record share values but declined as Chinese spending decreased. Constellation Brands gained traction with Mexican premium beers in the US. Treasury Wine Estates in Australia is speculated to see a potential 25% increase in value over the next year.

FRENCH WINEMAKERS ADAPT MARKETING AS SALES DECLINE

Facing a substantial decline in sales and a 70% per capita consumption drop over the past six decades, French winemakers are adopting US-style marketing strategies to revive the industry. Traditional bottled wine is losing appeal, especially among younger generations who find wine culture complex. In response, the wine industry is embracing a Madison Avenue-style marketing drive. Thibault Bardet, a winemaker near Saint-Emilion, successfully launched Game of Thrones-themed wines, selling 80,000 bottles, and introduced Peaky Blinders and Lord of the Rings lines. This shift towards "Anglo-Saxon" marketing methods reflects a growing awareness among winemakers of the need to invest in marketing, inspired by the success of the champagne industry. Some producers are also modifying wines to be lighter, with lower alcohol content and occasional carbonation.

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WINE REGION OF THE WEEK: PATAGONIA, ARGENTINA

Patagonia is South America's southernmost wine-producing region. Despite being one of the world's least-obvious places for quality viticulture, this desert region – with its cool, dry climate – has proved itself well suited to producing elegant red wines from Pinot Noir and Malbec. Patagonia is a desert, and viticulture is possible only near the rivers, where meltwater from the Andes is abundant for irrigation. The classic desert climate of warm days and cold nights extends the growing season in the region, slowing the ripening of the grapes and letting them develop rich varietal character while retaining acidity. While Malbec still plays a central role in Patagonian wine, it is Pinot Noir that has become the region's iconic grape variety. Excellent white wines made from Chardonnay, Sauvignon Blanc, and Riesling also showcase the freshness of the region's climate.

GRAPE OF THE WEEK: CARIGNAN GRIS

Carignan Gris is an obscure pink grape variety found in minute quantities in Languedoc-Roussillon. It is (perhaps not surprisingly, given its name) a mutation of the widespread Carignan grape variety, a staple blending grape of the area. Carignan Gris makes a fresh, simple white wine with good minerality. The variety is in decline, with only around one hectare (2.5 acres) remaining in the hills inland from Perpignan on the Mediterranean coast. Carignan Gris was first described in 1892 and is noted for its large grape clusters, with medium-sized, gray-colored, and sometimes pink-tinted berries. It ripens late, even in the warm climate of southern France, which may go some way to explaining its scarcity: as most other varieties ripen much earlier, it wasn't commercially viable for growers to wait for Carignan Gris. As a result, vines were ripped out in favor of other, more easily harvested varieties.

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