Nielsen reported that alcohol sales in stores were up 54% in late March 2020 compared to that time last year, while online alcohol sales were up nearly 500% in late April. At my store, we are experiencing increased sales, but this increase comes with additional responsibility and potentially at the expense of others in the business.  While I feel fortunate for the increase there are challenges associated with operating and keeping staff and customers safe and healthy.  In addition to public health responsibilities, the industry is struggling with the dramatic reduction in sales from the closure or reduced operations of on-premise businesses. 

According to the National Association of American Wineries, winery creativity and innovation is filling the chasm of sales caused by shuttered tasting rooms and restaurants. Popular strategies include curbside winery pickup, reduced shipping costs, special Direct-to-Consumer promotions, winery personnel home delivery, wine club specials and virtual wine tastings.

Beverage Daily recently released a report outlining shifts in consumer behavior opening up new opportunities including local products, low/no alcohol drinks, sustainability, and premiumization.

I have a few additional trends that I’m seeing at the store that I’d like to add to the list.

1. The emergence of the domestic bartender. I don’t know about you, but not being able to go to some of my local water holes means that I’m not able to try new artisan mixed drinks and my favorite bartenders’ unique concoctions. Just as me and my family are enjoying more meals at home around the dinner table, I’m enjoying more tinkering and experimentation with spirits, fresh squeezed juices, and liquors. Oh the joy of egg whites!
2. Virtual happy hours! When speaking to friends that typically work in a more traditional office environment, I am hearing about the rise in popularity of virtual happy hours. Rather than meeting up with friends at the local brewery or distillery, colleagues are jumping on zoom calls, hosting meetings, and doing so while enjoying an adult beverage in the comfort of their own home. One of the perks is that happy hour can start earlier in the day. Hey, it’s 5 o’clock somewhere
3. An uptick in people treating themselves.   Since the start of the pandemic we have noticed the majority of our customers are purchasing more product at a lower price point than they were before COVID-19.  That said, in the absence of travel, gym access, spas, and restaurants we are finding that many customers are spending more on fine wine than ever before.  Enjoying a world-class bottle is one of the ways people can treat themselves to a nice experience at home.  The next time you are out buying wine, consider purchasing less product and increase the quality of your wine.  It is a good way to treat yourself in these crazy times.

When it comes to wine, beer, and spirits, what new trends and traditions are you seeing?

Just a few months ago, actress and author Cameron Diaz launched her vegan, clean, and organic wine brand, Aveline.

And just today, I heard of Snoop Dogg’s new collaboration with the Australian wine brand, 19 Crimes. 19 Crimes takes its name from the full list of infractions that would result in automatic exile for an 18th century Englishman. The offenders were famously sent to sea, destined for a continent on the opposite end of the Earth. Once reviled criminals, they would eventually be celebrated as founders of Australia.

In CNN’s interview with Snoop Dogg, Snoop indicated that his reason for signing on for the partnership with 19 Crimes was that it aligned with his support of prison rehabilitation in that “it represents and celebrates second chances.”

While I will admit, I have not tasted Cameron Diaz’ Avaline or Snoop Dogg’s 19 crimes, both celebrities draw attention to social and environmental causes bigger than just a glass of wine.

At the end of the day, having a great tasting product is no longer enough. It’s about using your dollars as a vote for the food systems you believe in. While Ms. Diaz has been under scrutiny given the use of terms like “clean” and “natural”, her effort to promote a wine brand committed to being vegan, made with organic grapes, and free of sugar, colors, and concentrates is laudable. If nothing else, it has started a conversation (and a heated one at that.)

Ultimately, I believe that consumers have a right to know what’s in the products that they buy- and this includes wine. I also believe that marketing terms should be defined- if not on the label, then on the website. I also am a strong believer and proponent that sometimes what’s NOT on a label is what’s most important. Additionally, celebrities can shine a light on social causes and environmental causes worthy of additional discussion.  I can toast to that. 

There are 269 professionals worldwide who have received the title of Master Sommelier, according to the Court of Master Sommeliers. To put that number into perspective, according to the Fédération Aéronautique Internationale, the world governing body for air sports and stewards for the definitions regarding human space flight, as of April 9, 2020, 563 people have been to space.

So over twice as many people have gone to space, as have achieved this prestigious distinction of Master Sommelier…

I am one of the 269.  This is not to brag, just to let you know that I’m certified.  Not certifiable.  Haha!

But in addition to being a Master Sommelier, I’m a small wine shop owner, I’m a Boulderite, I’m a husband, and I’m a father.

And I’m BEYOND FRUSTRATED…

Why…you ask?  There is ONE topic widely used in the wine & spirits world, but rarely defined.  It is one of the broadest, yet most powerful topics written about.  The trade and consumers view it as more important than ever, especially in today’s current environment.

Can you guess it???  No?

Well here are some hints to what I know…

• Less than 1% of agricultural land in the US is certified organic- the number is 0.6%. It’s nothing more than a rounding error.
• The percent of vineyards cultivated without chemical pesticides or fertilizers worldwide is 3.6%.
• In the US, there are 172 professionals who have earned the title of Master Sommelier. Of those, 144 are men and 28 are women.
• Georgia’s first Black-owned brick-and-mortar brewery just opened in July 2020 (yep, a big shout out to you, Hippin’ Hops!)

Did you guess yet? 

That’s right!  ENVIRONMENTAL and SOCIAL RESPONSIBILITY.

So while many talk about saving the environment and supporting diversity, let’s start viewing our dollars as a vote for the food systems we believe in.

I want to use my expertise, my knowledge, my voice, and my influence to celebrate modern-day wine and spirit trailblazers with an eye toward environmental and social responsibility.

Here’s my promise.

I’m going to talk to the most progressive minds and spirits that are already championing this movement. I’m going to demystify wine tasting and winemaking. I’m going to talk science, data, wine trends. I’m also going to cover all things wine and spirits as it relates to pop culture. I’m going to talk to the creative minds behind the Organic, Natural, Biodynamic, and Clean Label Project certified wine brands- both in the vineyards as well as in the wineries.  

So all you wine-lovers, you hipsters, you agents of change, and you free-thinking non-conformists, I need your help. Help me bring awareness and celebrate the amazing farmers, brewers, brands and distillers, that are viewing wine, spirits, and adult beverages differently. It’s about great tasting wine, beer, and spirits that come from a good place and a good heart.

Join me in changing the world for the better- one glass at a time.