Cov ntawv ceeb toom hais tias Cov Hluas Drinkers Over Wine. Winemakers xav li cas?

Nyob rau heels ntawm kev tso tawm ntawm 2023's Silicon Valley Bank State of US Wine Industry Report, kev lag luam cawv txhawj xeeb. Qhov tseem ceeb tshem tawm ntawm tsab ntawv ceeb toom: kev lag luam cawv muaj teeb meem rau cov hluas haus.

Daim ntawv tshaj tawm pom tias kev lag luam cawv tseem ua tsis tiav ntawm kev ntes Gen Z thiab Millennial kev ua lag luam - tsuas yog thaj tsam ntawm kev loj hlob rau Asmeskas cawv yog cov neeg haus cawv ntau dua 60 xyoo, nrog kev loj hlob loj tshaj plaws tshwm sim ntawm cov neeg muaj hnub nyoog 70 thiab 80 xyoo.

"Hauv kuv qhov kev xav, qhov no yog qhov teeb meem loj tshaj plaws ntawm kev txhawj xeeb rau kev lag luam cawv hnub no-xws li, tsis muaj kev koom tes thiab kev koom tes hauv cov cawv txiv hmab los ntawm cov neeg siv khoom tsawg hauv lawv cov kev siv nyiaj xyoo," Rob McMillan, tus lwm thawj tswj hwm thiab tus tsim ntawm SVB's wine xyaum thiab tus sau tsab ntawv ceeb toom, tau hais thaum lub rooj sib tham. "Txawm peb tab tom ua dab tsi los txhawb cov khoom lag luam rau cov neeg siv khoom yau, kuv yuav tsum sib cav peb yuav tsum nres tam sim no vim nws tsis pab."

Brandon Hofherr, tus thawj coj ua lag luam hais tias "Kev lag luam cawv tau muaj kev kub ntxhov txog kev ncav cuag cov neeg siv khoom tsawg," St. James Winery. "Cov neeg laus tsis haus tib lub sijhawm lawv ib zaug thiab cov neeg hluas tau haus dej thoob plaws lub rooj tsavxwm, tab sis feem ntau tsis ncav cuag cawv."

Qhov teeb meem loj tshaj plaws hauv tsab ntawv ceeb toom qhia yog tias cov tub ntxhais hluas haus dej tsis tau nkag mus rau hauv cov cawv txiv hmab: qhov pheej yig heev, cov fwj loj ntawm qis dua $ 15 cawv. Kev muag ntawm lub raj mis saum toj no $ 15 tau nce siab, daim ntawv tshaj tawm sau tseg, thaum kev muag khoom loj hlob rau cov khoom lag luam siab muag muag qis dua $ 15 fwj poob.

Thaum cov tiam dhau los pib haus cov xim liab thiab dawb hauv lawv cov 20s thaum ntxov, cov hluas niaj hnub no tsis xaiv. Lawv kuj muaj kev nkag mus rau kev xaiv loj dua ntawm kev xaiv dej haus. Lawv tsis tas yuav lo rau cov cawv pheej yig, lawv tuaj yeem haus cov khoom siv tawv tawv, cov kaus poom dej qab zib, lossis ua cov cocktails ntxim nyiam rau yav tsaus ntuj. SVB tau sau tseg tias 35% ntawm cov hnub nyoog 21 txog 29 xyoo haus cawv, tab sis tsis cawv. 5% ntawm cov neeg siv khoom tam sim no tsis txhob haus cawv tag nrho.

"Peb yuav tsum pom zoo nrog daim ntawv tshaj tawm tias cov neeg siv khoom hluas tau txav deb ntawm cov cawv txiv hmab hauv kev pom zoo ntawm RTD thiab pawg xws li tequila thiab rum," hais. Shaw-Ross' Tus Lwm Thawj Coj Tus Thawj Coj ntawm Kev Tswj Xyuas Hom Tshuaj Nick James. "Yog li ntawd, peb tau txais txiaj ntsig zoo ntawm peb cov peev txheej los ntawm kev tsom mus rau cov nqi siab dua cov cawv txiv hmab uas tseem pom kev loj hlob, zoo li Brunellos thiab Amarones." Nws pom tias thaum cov tub ntxhais hluas cov neeg yuav khoom tsis tshua nyiam rau hauv qeb, cov neeg siv khoom loj tseem txaus siab them nyiaj ntau dua rau cov fwj hwm.

Shaw-Ross tsis quav ntsej Gen-Zs thiab Millennials. Cov cawv txiv hmab thiab tus ntsuj plig tseem tab tom ua kom muaj peev txheej ntxiv rau hauv kev tshaj xov xwm thiab e-lag luam kom koom nrog cov neeg hluas. "Feem ntau, cov chaw tsim khoom lag luam, cov neeg tsim khoom thiab cov neeg xa khoom thiab cov neeg xa khoom yuav tau ua haujlwm hnyav los ua kom lawv cov khoom cuam tshuam rau cov neeg siv khoom tsawg," James hais. "Cov kab lus no yog ceeb toom raws sijhawm."

Alex Ryan, Thawj Tswj Hwm, Tus Thawj Saib Xyuas Haujlwm, thiab Thawj Tswj Hwm ntawm Lub Duckhorn Portfolio, tau pom tsis muaj teeb meem nrog cov tub ntxhais hluas. Lub hom phiaj muaj ntau lub raj mis ntawm $ 20 thiab $ 200 los hais rau ntau tus neeg haus dej haus cawv, thiab "peb cov cawv txiv hmab Decoy tau ua tsis tu ncua nrog cov tub ntxhais hluas," hais Ryan. "Peb zoo siab txog yav tom ntej ntawm cov khoom kim heev wine raws li peb pom kev thov los ntawm ntau haiv neeg thiab txuas ntxiv tsim kho tshiab nrog kev muab tshiab."

Benchmark Caw tseem yog forging rau pem hauv ntej los ntawm kev ua raws li nws lub lag luam thiab txuas ntxiv tsom mus rau qhov lawv ua tau zoo tshaj plaws - tsis tshua muaj, sau tau, thiab rov qab vintages. "Cov neeg tau txais kev pab ntawm ntu no zoo li qub, thiab tau nkag siab txog qhov nyuaj thiab qhov zoo ntawm cov cawv txiv hmab no," said CEO thiab tus tswv David Parker. "Thaum qhov no ua rau cov neeg laus laus tsuas yog ntu kev loj hlob, cov neeg laus laus no tau loj hlob sai thiab yuav muaj ntau xyoo. Tus naj npawb ntawm cov neeg Amelikas tsiv mus rau hauv pawg no yuav dhau ntau dua tus lej tuag lossis txwv tsis pub haus cawv ntau xyoo lawm. "

Parker tsis txhawj xeeb txog kev hloov pauv ntawm tiam neeg - nws pom tias qhov kev poob qis hauv kev txaus siab los ntawm cov tub ntxhais hluas haus dej haus cawv yog ib feem ntawm lub pendulum viav vias. "Cov qauv no tau tshwm sim ntau zaus ua ntej thiab ib txwm ua rau lawv tus kheej kev daws teeb meem," nws sau tseg. "Txhua lub sijhawm ntev li kev tsim khoom siab tau ua tiav yav dhau los, ib pawg tshiab ntawm cov txiaj ntsig zoo cawv tshwm sim."

Nws taw qhia rau cov cawv cawv, dawb Zinfandel, Beaujolais Nouveau, lub thawv cawv thiab 'Ob Buck Chuck.' "Cov cawv txiv hmab no yog ib txoj hauv kev siv ntau tshaj plaws rau kev npaj nyiaj ntsuab thiab txhua tus tau coj los ua ib tiam tshiab ntawm cov neeg haus cawv uas tom qab ntawd nyiam txav mus rau qhov nkhaus zoo," Parker hais. "Nws yuav tshwm sim dua."

"Lub xyoo txhiab xyoo yog loj dua thiab muaj kev haus cawv ntau dua ib tus neeg, dua li Gen-Xers ua ntej," Parker hais. "Lawv, thiab Gen-Zs uas ua raws lawv, tau txais cov khoom kim heev sai dua li cov tiam dhau los, ib qho kev txhawb nqa ntxiv rau kev lag luam cawv."

Tab sis ib feem ntawm qhov teeb meem yuav rhuav tshem qhov tsis tuaj yeem ua tiav ntawm cawv. "Kev lag luam cawv tau pigeonholed nws tus kheej los ua ib yam dab tsi rau cov neeg tseem ceeb thiab koj yuav tsum paub qee yam kev cai kom txaus siab rau nws," tshaj tawm St. James Wineryyog Hofherr.

Txhawm rau koom nrog cov tub ntxhais hluas cov pej xeem, lub tsev lag luam tau nthuav dav nws cov kab ntawv tseem ceeb kom suav nrog ntau qhov kev xav tau. "Peb muaj ib txoj kab txwv-tso tawm cov txiv hmab txiv ntoo raws caij nyoog uas haum rau qhov sib txawv ntawm lub caij nyoog xws li Strawberry Citrus nyob rau lub caij nplooj ntoos hlav, Pineapple Mango nyob rau lub caij ntuj sov, Spiced Apple lub caij nplooj zeeg thiab Cranberry Wine nyob rau lub caij ntuj no," nws hais. "Agility yog ib qho tseem ceeb hauv txoj hauv kev no, ob qho tib si hauv kev tsim cov khoom tshiab thiab coj lawv mus rau kev ua lag luam."

Hauv Napa, Larkmead VineyardSamantha Silva tau pom tias cov neeg tuaj saib cov neeg haus dej yau xav tau kev paub txog kev cuam tshuam nrog cov npe tag nrho, tsis yog ib lub raj mis xwb. "Nws yog txhua yam hais txog kev paub - tsis yog cawv xwb," tus thawj coj vaj tse hais tias. "Peb tau pom tias cov neeg siv cawv yau xav kom txaus siab rau cov cawv txiv hmab zoo hauv cov ntsiab lus ntawm nws tag nrho."

Nws cov tub ntxhais hluas tuaj xyuas nug ntau dua los ntawm lawv cov saj. “Mus taug kev hla lub vaj txiv hmab thiab pom cov txiv hmab txiv ntoo uas ua cawv txiv hmab; saj cov cawv nrog rau kev coj ncaj ncees thiab tsim cov khoom noj khoom haus hauv zos; thiab kawm txog cov txheej txheem ua winemaking tom qab kom lawv muaj kev sib raug zoo nrog rau qhov lawv tau noj, "nws hais. "Vim tias muaj ntau txoj kev xaiv rau kev ua lag luam, tam sim no nws tseem ceeb dua puas tau ua kom pob tshab thiab tso cai rau cov kev sib txuas sib sib zog nqus no ua rau thaum nws los txog rau kev lom zem cawv."

"Cov tub ntxhais hluas cov neeg siv khoom xav tau kev paub tiag tiag nrog lub npe," hais tias Sam Coturri, Tus Tswv Cuab ntawm Winery kaum rau 600. "Ntau dhau curated lossis glossed brand touches, txawm nyob rau hauv tib neeg los yog digitally, txwv tsis pub muaj txiaj ntsig kev koom tes thiab ua kom cov neeg siv khoom qis dua kev sib txuas rau cov hom nto moo thiab sai sai. Qhov tseeb tiag tiag, txhob txwm ua lag luam kev paub tsim cov neeg siv khoom mus sij hawm ntev. "

Qhov ntawd tseem txuas ntxiv mus rau kev xa xov zoo. Coturri xaus lus, "Cov neeg siv khoom hluas nyiam txog qhov tiag, kev ruaj khov - tsis yog kev xa xov, tsis yog kev ntxuav dej ntsuab. Lawv xav tau tiag tiag ib puag ncig thiab huab cua zoo qhov tseem ceeb uas tau ua raws li thiab yog lub hauv paus rau kev ua haujlwm ntawm kev lag luam. "