Wine Vision and the Future of Wine: Will Less Turn Out to Be More?

What is the future of the wine industry? Less or more? Or less and more?

I’m thinking about this question because Wine Vision 2014 is on the horizon (the conference is in London on November 17-19) and the agenda is all about the future of the wine business.

Affluence vs Sobriety?

Barry Clark of the Future Foundation, is set to talk about “The Future of Wine: Impacts of affluence versus the drive to sobriety” and the preliminary program makes it sound like he sees the global glass as at least half full, but with significant changes and challenges ahead.

The “drive to sobriety” suggests less wine, but there are other factors to consider, creating a complex blend. If the future of wine is that there will be less of it, because of anti-alcohol influences, but with an affluenza-driven upmarket movement, what are the implications? Can less be more or maybe better? Who will wine and lose?

What Do You Think About the Future of Wine?

I’ll paste the description of Clark’s talk below — read it over and see what you think? I’m curious about his Big Data point — will be interesting to hear what he has to say.

What do you see as the most important trends in wine’s future? I’m interested to see what readers say about future trends in the Comments section below. Cheers!

As a consumer product wine enjoys advantages that no other alcoholic drink can rival – multiple price points, an equal appeal to both genders, flavours to suit every palate and a sufficiently wide product range to cater for any social occasion. A fast-growing global middle-class and rising incomes offer the chance for significant growth and a desire for greater sophistication.

However the industry faces significant head-winds and the forecast is for increasingly inclement conditions. Few governments are unconcerned by the effects of alcohol consumption and ageing populations add urgency to the issue. Partly prompted by government, consumers are moderating their own behaviour and embracing sobriety in many different areas of their lives.

Barry  Clark, formerly of the Whitbread Beer Company and now a consultant to over 200 clients, considers the possible problems and potential opportunities for the international wine trade. His presentation will cover:
• Occasional preference – how wine drinking occasions are changing
• Big data, big impact – how the coming revolution in consumer data will change attitudes and habits
• Conscious of cost – how governments will act to curb consumption through price

Wine Vision 2014: Focus on the Future of the Global Wine Business

The preliminary agenda for Wine Vision 2014 has been announced and I am excited to be included in the list of presenters. The event will be in London from 17-19 November. Click here for more information and to receive updates about the event. You can view videos of Wine Vision 2013 here.

Wine Vision is meant to be an opportunity for members of the global wine business community to come together to think about the challenges and opportunities that the wine business faces today and consider how best to prepare for the changing future industry environment.

We speakers have been challenged to throw out ideas that will challenge the conventional wisdom, sharpen thinking and stimulate discussion. I have been asked to help set the scene by analyzing the state of the global industry today and, since the next speaker,  Jean-Guillaume Prats, President and CEO, Moët Hennessy Estates & Wines, will be talking about the future of wine I decided to look at the present from a slightly different angle that I hope will generate some interesting insights. Here’s the description of my talk — what do you think? (You can read more about my presentation here.)

An unlikely future? Today’s wine world – and the forces that shaped it

Fifty years ago it would have been hard to predict the world of wine we live in today. In this presentation one of the world’s most provocative commentators will consider both its most surprising characteristics and the historical forces that have shaped it. Mike will challenge conventional thinking and suggest new ways to predict the future based on a fresh interpretation of the past. He’ll shake up the way we see the wine world – both as it is today and might be tomorrow – with topics that include:

  • Redrawing the wine map – who makes it, buys it and drinks it, and why the market’s borders have shifted so dramatically
  • Lost in translation – the wine world’s lingua franca has changed dramatically, how did that happen and what are the implications?
  • Deconstructing disintermediation – how market structures have shifted and where power lies today
  • New friends, new foes – in a complex competitive landscape, who are the enemies and allies for today’s wine makers?

The program is still coming together — I’ll provide occasional updates as news is released. In the meantime, here is the current speaker/panelist list  and here is a link to the current agenda. Hope to see you in London!

Jean-Guillaume PratsPresident and CEO, Moët Hennessy Estates & Wines
Dan JagoUK and Group Wine Director, Tesco Stores PLC
Mike RatcliffeManaging Director, Warwick Wine Estate and co-founder and Managing Partner of Vilafonté
Kevin ShawFounder and CEO, Stranger & Stranger
Tyler BallietPresident and Founder, The Second Glass and Wine Riot
Mike VesethThe Wine Economist
Prof Charles SpenceHead of Crossmodal Lab, Oxford University
Prof Barry SmithDirector, Institute of Philosophy, University of London’s School of Advanced Study
Dominique PersooneThe ‘Shock-o-latier’, Founder, The Chocolate Line
David Schuemann, Owner and Creative Director, CF Napa Brand Design
Robin CopestickManaging Director, I heart wine – Copestick Murray
Jonny ForsythGlobal Drinks Analyst, Mintel
Barry ClarkThe Future Foundation
Mike Greenefounder of Him!, business mentor and author of ‘Into the Eye of the Storm’

Follow

Get every new post delivered to your Inbox.

Join 1,860 other followers