Wine: the Winning Trends up to 2020

Sopexa’s Wine Trade Monitor 2018 results unveils which are the most referenced and recognized international wines, along with the categories with the greatest potential

What are the future trends in the world of wine? Food marketing agency Sopexa – which shaped the global panorama of the sector in the Wine Trade Monitor 2018 – has revealed them. The agency asked local operators to gather their perceptions, understanding (and anticipating) the trends of the next two years. In 2018, the Wine Trade Monitor focused on six key countries: Belgium, the USA, Canada, China, Hong Kong, and Japan. A total of 781 professionals (importers, wholesalers, distributors and e-commerce players) – 77% of whom represented by key decision makers (general managers, sales managers, buyers) – answered the online survey.


Among the favourite wines we find the French ones, which are ‘essential’ for 92% of those interviewed. French wines are still the most present in the portfolio of operators, ahead of Italians (76%) and Spaniards (71%). Chilean, American and Australian wines are also on the rise (indicated by 45 to 56%). According to 41% of the sector’s operators, Italian wines will be the ones that by 2020 will show the best sales progression, first of all in Canada and China. “The main commercial advantages of Italian wines in China and Canada – explains Andrea Ferrero, president of the Barolo Barbaresco Alba Langhe and Dogliani Consortiumare due to various factors. Starting with the extraordinary ‘biodiversity’ of the vines and the exceptional quality/price ratio”.



As for reputation, 64% of the participants in the survey think the French origin to mark the far best performance (Italy got only 13% of preferences). French wines are still considered the best for ‘great occasions’ thanks to “the ability to respond to consumer expectations”. Wines from Spain and Chile, on the other hand, stand out for “the attractiveness of prices” and for being “wines for every day consumptions”, ahead of Italy, which shows good results for “innovation”. While smart labels are well received in Asian countries (75% of Japanese and 54% of Chinese respondents) to be sure about the products’ authenticity, the same cannot be said for North America.


For the first time, organic wine is in the top 3 of the most promising categories (for more than 35% of operators, excluding China and Hong Kong). Regional denomination (Bordeaux, Chianti, etc…) is still a best seller and a global reference driver until 2020. Rosé is still growing too, especially in North America.

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