Embracing innovation in the wine industry

Embracing innovation in the wine industry

Wine making is a centuries old art form that has been passed down through generations. It blends science, art, sometimes even mysticism and crazy beliefs to produce a drink whose pleasure lasts only for a moment. Our practices have stayed the same over time, with very little innovation. Even as our technology moves forward at rates unseen before in history, winemaking has been slow to embrace innovation. Sometimes innovation is a dirty word in wine circles, but if we as wine drinkers are changing, then is it not in the best interest of winemakers, sellers, and promoters to embrace innovation in wine to accommodate our needs?

Simple innovations make for better wine experiences

On a date, you drink wine by the glass. You can each enjoy your wine of preference. Bonus, if you choose something poor then your date does not have to suffer your bad decisions. It is a win-win. Restaurants have taken note that millennial wine drinkers tend to drink more wine by the glass, and their menus have begun to accommodate for that. The problem is, for the restaurant at least, selling win by the glass can be expensive. Bottles take up a lot of space, and you have to buy a lot of them. You also need a broad enough selection to begin with to accommodate for varied tastes, and demands. Selling bottles by the glass can also lead to a lot of waste with wine going bad, and the bottles you need take up a lot of space. So there is no surprise restaurants like Brasserie Beat in Cambridge have turned to wine kegs as the answer to their problem. Wine on tap helps to get more glasses per container, the wine stays drinkable longer, and you can sell the wine in different quantities desired with more control be it a taster, a glass, or carafe. Problem solved.

Millennials will change the way we all drink wine

Millennials in particular have also been keen to embrace technology related to wine, both directly and indirectly. Apps like Vivino, and Drync, have allowed people to share different aspects of wine with their broader communities and friends. More than half of millennials share images of the wine that they drink on Facebook, Twitter, and Instagram. Yet the apps that are available have become too broad by trying to be everything to everyone, and general social media is often too vague. It solves the problem of us wanting to share, but does not really grasp the need of millennials needing more information, or their genuine thirst for knowledge.

Yet as we move forward, as our tastes change, technology and innovation in the wine industry has a massive opportunity to reflect the mood of a budding and powerful consumer group, and help them shape their tastes for a long time. Millennials think differently when it comes to wine, they are more open to explore, more open to new varieties, regions, and are desperate to share these experiences with their friends. However they have grown frustrated with the manner in which the wine industry markets wines toward them. This group, that now consumes half of the wine in the United States, has grown tired of the points system, the insignificant 5 star rating system, and having the opinions of experts shouted at them, even when the experts cannot agree with each other. Younger wine drinkers want to learn more about wine, they want to drink more wine, they want to drink better wine, and most importantly, they want to connect with the wine.

Vynl will be at the forefront of innovating around wine

Vynl is all about embracing innovation in wine, from how we market it, to how we talk about it, to presenting wine, and how we drink wine. Embracing innovation and the technology we have at our fingertips today will not only help us connect with wine, but also with each other. Wine is poised to be the vehicle with which millennials will connect even deeper with each other, with their friends, and broaden their networks because they understand the power of sharing. Millennials are going to make wine the ultimate tool for social connecting, and we at Vynl are going to give them everything they need to do so.

Damian Priday