With the arrival of fall and the cooler weather in the United States, the world of wine is gearing up for a new season full of flavors and aromas. Consumers, increasingly discerning and aware, are seeking unique experiences and wines that match their palates, lifestyles, and budgets.
In this context, retailers are innovating and adapting their strategies to meet the demands of a constantly evolving market. From the resurgence of classics like Cabernet Sauvignon to the rise of fresher and more versatile varieties like Vermentino, fall promises to be a vibrant season for wine lovers.
According to Sam Audia, sommelier and buyer at Bay Ridge Wine & Spirits in Annapolis, Maryland, success in wine sales depends on building trust with customers. Audia highlights that a good part of his business is done through in-person sales, and his goal is to help customers step out of their comfort zone by offering personalized recommendations.
Despite the wine shortage across the country, which according to SipSource of Wine and Spirits Wholesalers of America decreased by 8.2% through June, Bay Ridge is combating this trend by diversifying its inventory. Audia notes that they are focusing on mid-priced wines, between $15 and $30 per bottle, which are the most attractive to consumers.
Trends driven by self-care and the economy
Economic pressure and the trend toward self-care have influenced consumer buying habits, as they now prioritize quality over quantity. Jon Halper, founder and CEO of Top Ten Liquors, with 15 stores in Twin Cities, Minnesota, mentions that his customers are purchasing fewer bottles per visit and focusing on reliable brands and varieties.
Top Ten has responded to these trends by offering high-quality wines for under $20, along with continuous staff training and tastings to educate customers. Halper emphasizes that offering significant value to budget-conscious consumers is key, allowing them to enjoy quality wines without overspending.
Protip: Jacob Liquor, a retail partner of Toral Wines in Wichita, Kansas, has “weekly specials” with weekly brand focuses. This allows end customers to explore new products arriving at the store. The latest product launched with the retailer in the store is Hunter Isles Buttery Chardonnay!!
The revival of classics: Cabernet Sauvignon and Pinot Noir lead preferences
As fall approaches, retailers like Bay Ridge and Top Ten have noticed an increase in sales of varieties like Pinot Noir and Cabernet Sauvignon. Consumers are looking for wines that match the cooler weather, and sales of wines from regions like Oregon’s Willamette Valley and France’s Loire Valley have had a strong start this fall.
Audia mentions that Cabernet Sauvignon sales at Bay Ridge tend to rise during this season, highlighting options like Daou and J. Lohr Seven Oaks, both favorites among consumers for their accessible prices and quality.
Tastings and experiences: the key to boosting sales
To attract more customers and provide an educational experience, Bay Ridge is organizing themed tastings, such as an upcoming event featuring wines priced between $50 and $100 per bottle. Additionally, Top Ten plans to reintroduce its “Grand Tasting” in some of its stores before the holidays, where customers can sample a wide selection of wines and other beverages.
Moreover, retailers are increasingly using technology to connect with customers and offer more personalized shopping experiences. Wine dispensers, mobile apps, and websites with interactive features are transforming the way consumers discover and purchase wines today.
Protip: At Toral Wines & Spirits, we understand that it is absolutely necessary and important to consistently hold tastings, as we’ve done at Milam’s Market, to generate product knowledge among consumers. It’s crucial to interact with store managers to build a relationship and aim to have displays in stores. The ultimate goal is also to appear in the famous ads that stores run to achieve more aggressive pricing for short periods of time.
9 Fairway Island Pinot Noir American Barrel Aged: a must-have wine for fall
Amid this season of exploration and tastings, one of the emerging stars is the 9 Fairway Island Cabernet Sauvignon Pinot Noir. This wine offers an exceptional combination of body and flavor, perfect for Cabernet lovers seeking a robust and accessible option. With its red fruit aromas like strawberries and raspberries, subtle floral notes, and a slight toastiness from barrel aging, the 9 Fairway Island Pinot Noir is a perfect fit for fall gatherings.
Fall is an exciting time for both retailers and wine consumers, and with the arrival of varieties like the 9 Fairway Island Cabernet Sauvignon, the options for enjoying the cooler weather are richer and more diverse than ever.
The world of wine is constantly evolving, and consumers are increasingly seeking personalized experiences and wines that reflect their values. Retailers who adapt to these new trends and offer a wide variety of options, blending tradition with innovation, will be the ones who succeed in this competitive market.
