In an unexpected twist, the world of wine is expanding its horizons, conquering spaces that once seemed unimaginable: sports and entertainment venues. For decades, beer reigned as the preferred beverage in stadiums, but this landscape is changing rapidly. Increasingly, fans are raising their glasses of wine while cheering for their favorite team or enjoying a concert.
An emerging opportunity: Wine as a star in sports venues
The trend of including wine in stadiums is not just a passing fad. According to Alexis Kirkland, Vice President of Marketing at Treasury Americas, “there is an emerging opportunity for wine to play a more significant role in sports events.” This inclusion not only diversifies the drink options available but also enriches the overall fan experience, satisfying a broader range of tastes and preferences and increasing revenue streams for the venues.
Oracle Park, home to the San Francisco Giants, has revolutionized the baseball experience by offering top-notch wine selections. With the new Vintage ’58 wine bar located on the main concession level, fans can enjoy a wide range of wines while watching the game. This initiative has turned the stadium into a destination for both baseball and wine enthusiasts alike.
On the other hand, the Chase Center, home to the Golden State Warriors in San Francisco, offers an unparalleled wine experience. Thanks to the vision of a team led by Master Sommelier Peter Granoff and Brooke Lieberwitz, Beverage Director at Bon Appétit Management Co., fans can enjoy over 100 carefully selected wines. A dedicated lounge next to the court showcases a wide variety of California labels, while a tasting area allows local winemakers to share their creations directly with fans during games.
Aaron LaMotte, Vice President of Supply Management at Sodexo Live, states that the advancement of wine in sports venues is “directly related to our customers’ expectations.” “People are not attending sports events just for the games themselves but to have an overall experience, and part of that experience is becoming more wine-focused,” he said.
But why is wine gaining ground in stadiums? The reasons are varied:
- Change in consumer preferences: Today’s fans are seeking more complete experiences at sports and entertainment events. Wine has become an integral part of that experience, offering a more sophisticated alternative to traditional beer.
- Increased sophistication of the palate: Current consumers are more familiar with wine and are more interested in exploring different varieties and styles.
- Search for premium experiences: Stadiums and arenas are investing in creating exclusive spaces and services for fans seeking a more refined experience. Wine is a key element in these premium offerings.
VOS Hospitality Series: An ideal partner for stadiums
Wine is expected to continue gaining ground in stadiums in the coming years. As fans become more familiar with wine and demand more sophisticated options, stadiums will keep investing in expanding and enhancing their wine offerings.
VOS Hospitality Series is positioned as an ideal partner for stadiums looking to provide their guests with an exceptional wine experience, offering:
- A carefully selected portfolio of wines: VOS Hospitality Series offers a wide range of carefully selected wines to meet the most discerning tastes.
- Customized premium experiences: VOS Hospitality Series collaborates with stadiums to create customized premium experiences, such as wine tastings and exclusive events.
- Excellence in service: VOS Hospitality Series provides excellent service through knowledgeable and passionate wine staff.
VOS Hospitality Series is ready to lead this growing trend and become the ideal ally for stadiums seeking to offer their fans an exceptional wine experience. Together, we toast to a future where wine and stadiums are a winning combination!
ProTip: We invite you to try our Hospitality Series Chardonnay at Gulfstream Park Racing, one of the most important horse racing venues in the United States.
Source: https://www.marketwatchmag.com/wine-gets-in-the-game/
