In the course of this research, the five major trends discovered were that of the new generation of wine drinkers, the innovation of media technologies to
Five Major Trends
With a new generation of “imaginative, unstuffy” independent merchants, restaurants and bars helping to fuel a scene that is thriving on “pop up wine” events communicated via blogs and wider social media, “the hipsters and happenings will continue to imbue wine with a dash of much needed cool”. Wine is becoming “increasingly cool” with the influencers and trend setters of a whole new generation. And it’s a fashion that looks to continue, but very much on the terms of these wine enthusiasts themselves. These are “imbibers who prefer the adventurous to the atrophied” who want individuality in their drinks mix and take their cues from broader lifestyle and cultural references (he drinking business.com).
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