In 2023, EU member states accounted for 48% of global wine consumption, totalling 107 million hectolitres. This volume marked a slight decline of 1.8% compared to 2022. Nevertheless, this consumption level was over 5% below the decade-long average, as the industry faced several challenges.
Source: OIV
Bordeaux Wines is excited to bring the extraordinary and unexpected diversity of its region to the fore with a dynamic new international campaign. Designed to shine a light on the region’s exceptional men and women, their commitment to sustainability, the terroirs and of course their wines, the campaign gives all those who work in the Bordeaux wine industry a loud, shared voice.
“We have evolved, using our differences to meet the requirements of the world today. Bordeaux wines are all about unexpected encounters, exciting conversations and new opportunities. We are multi-faceted. We are creative and discerning. We are united as one brand and we are ready to be (re)discovered.” – The winemakers and merchants of Bordeaux
Shaking Things Up: A Multi-Platform, Global Reveal
Faces, landscapes and wines, winegrowers, merchants, restaurateurs, wine shop managers – everyone involved in Bordeaux wines has come together to show people exactly what Bordeaux is all about: a hub of diversity, creativity and innovation that’s waiting to be shared. It’s time to Join the Bordeaux Crew. The creative will be unveiled at trade fairs around the world from February on, and appear in digital campaigns in France, Belgium, the USA and the UK before being rolled out in Japan and China in 2025, serving as the foundation to building a digital community. In the UK, it will also feature at The Big Feastival in August.
Coming Together: A Campaign Built by, for and with the Sector
Despite the many challenges that its vineyard has faced in recent years, the Bordeaux wine community has reinvented itself to share its unique story. Winegrowers and merchants have worked closely with creative experts to ensure that this campaign truly reflects their identity: a group of people with character and determination, driving innovation, all united around a collective commitment to sustainable viticulture with the consumer always at its core.
Telling the Story: A Chronicle of Individuality, Epitomized by Its Men and Women
Conceived like a chronicle, this campaign takes its roots in the terroirs of each appellation (AOP) and is inspired by the environmental, societal and social commitments that go into each and every Bordeaux wine. Its protagonists are all local winegrowers and merchants, wine shop managers, chefs and sommeliers chosen to reflect the renewed energy of Bordeaux. The creative welcomes consumers into this passionate and fascinating community, inviting them to delve into the stories of Bordeaux’s men and women, terroirs and of course red, white, rosé, sweet and sparkling wines. This creative has been conceived not only to appeal to consumers, but also to encourage global wine professionals to reconsider and reinvigorate their relationship with Bordeaux.
Bordeaux Big Bottles 2024
The dynamic global program makes its mark on the USA’s East Coast with the popular Bordeaux Big Bottles campaign, which returns for its fifth edition this fall from October 10 – 31. This year, the campaign extends to New York state and New Jersey from its usual activation in New York City, with select restaurants and wine shops participating. The campaign will spotlight large-format, 3-Liter bottles from over 25 producers across the region to engage new and current consumers, allowing them to discover the modernity and diversity of Bordeaux.
For further information: www.bordeaux.com/us
Star Wine List of the Year is the celebration of the great wine lists in the world and the teams behind them. The prize was awarded in ten categories, and the winners in each category got a Gold Star and qualified for the international final which will be held in June.
The International Open was held as an online event on May 6. Of the countries in the finals, both Australia and the Netherlands had the most representatives, with 20 restaurants/bars each. USA had 13 and Canada 10 venues shortlisted.
The jury for the Star Wine List of the Year International Open 2024 includes four international wine experts:
Pascaline Lepeltier
Piotr Pietras MS
Heidi Mäkinen MW
Doug Frost MW MS
“The judging process was quite a challenge and scores were really tight in most categories. The level of wine lists was high and I was impressed by their complexity, depth and a clever, creative touch,” said jury panel member Piotr Pietras MS about judging the International Open.
His fellow jury member Pascaline Lepeltier said:
“How exciting it is to see so many compelling lists from restaurants I have never heard of: it is impressive to see how so many sommeliers all around the world are creating curated beverage programs, with wit and intelligence, sometimes in areas where access to wine is complicated. I salute all their passion and hard work, and I am glad Star Wine List decided to showcase them!”
Doug Frost, both Master Sommelier and Master of Wine, joined the online celebration on May 6.
“I have looked at a lot of wine lists, and judged them, over the years. This time it was both really difficult and interesting. And it was exciting to look at so many different lists, and I learned a lot from it too. And it’s obvious that the people who sent us these lists have worked really, really hard,” he said.
Here are all the Gold Star winners:
The best list overall
[Gold Star]
De Nieuwe Winkel, Nijmegen, Netherlands
“Wow, this is crazy. I’m overwhelmed, thank you so much. I don’t know what to say, I feel very very honoured,” said Gauthier Cauwels from De Nieuwe Winkel.
“This award is not only about a list, but also how a wine selection is coherent with the whole philosophy of a restaurant. De Nieuwe Winkel is showing us what the gastronomy of tomorrow will probably be, ancred but how so diverse, and dedicated to be a local actor while responsibly offering some of the most thoughtful and delicious wines, at a fair price. Congrats!” said jury member Pascaline Lepeltier.
Best Long List
For wine lists with more than 600 references.
[Gold Star]
Restaurant Le Coureur des Bois, Beloeil, Canada
“Thank you. We are so very happy, this feels amazing. It’s a big work for every member on the team to maintain the list. It’s a tough job to keep the list year after year. The verticals and the classics, as well as the newcomers and the up-and-coming wines. My role is quite difficult, but I’m so happy for the team I work with,” said head sommelier Jean-Simon Rioux-Ranger at the event.
“A beautiful, complex list showcasing both classic and new-wave producers. The list thoroughly covers not only well-known appellations, but it also includes hidden gems and up-and-coming regions. Impressive verticals from numerous wineries are an added value,” said jury member Piotr Pietras.
Best Medium-Sized List
Recognizes the best wine list with 200-600 references.
[Gold Star]
MotherVine, Adelaide, Australia
“Thank you so much, it’s a great honour. I really didn’t expect this. Our list holds all the types of wines that we love to drink ourselves, but we also want to have wines for every kinds of tastes. Our name speaks of a clone, but we also have a love for Burgundy, which I think is reflected in the list,” said Mathieu Smeysters, sommelier and co-owner.
“This wine list highlights both national and international wines from exciting producers and manages to make the selection very diverse. The balance between different producer styles is successful and the offering is delightful throughout all pages,” said jury member Heidi Mäkinen MW.
Best Short List
Recognizes the best wine list with fewer than 200 listings.
[Gold Star]
De Nieuwe Winkel, Nijmegen, Netherlands
“Thank you, I feel very happy and honoured for the recognition. We try to do things differently, only cook plant-based for example. And our wine list is a reflection of that. We also have a beer sommelier, with an amazing list, and botanical cocktails. I want to send a big thank you to our owners who let me keep building this list, and thank you to all my colleagues,” said Gauthier Cauwels from De Nieuwe Winkel.
“Frankly, it’s easy (if expensive) to write a great wine list when you have several thousand selections. I’ve always believed that the truest mark of smarts is the ability to write a well-rounded and complete short wine list. Winkel has provided a list for every gustatory and financial appetite. Sure, there’s a focus upon cooler sites and Bordeaux is under-represented, but there are so many other wonderful options that it just doesn’t matter,” said jury member Doug Frost, Master Sommelier and Master of Wine.
Best Sparkling Wine List
Recognizes the best list with sparkling wines
This category is presented by Nyetimber
[Gold Star]
Ristorante del Lago, Bagno di Romagna, Italy
“We saw many wine lists with amazing Champagne selections; this one didn’t necessarily stand out for that but, rather, its crazy, nearly encyclopedic list of Italian bubblies. Okay, the Champagne list was great too,” said Doug Frost.
Best By the Glass List
Recognizes the best by the glass list.
[Gold Star]
Ten Minutes by Tractor, Main Ridge, Australia
“Thank you so much. I can only thank the wine team and the chefs, as well as our owners. Of course, people come to our restaurant to enjoy our own wines, but we want people to be able to enjoy a full restaurant experience, and enjoy other fantastic wines apart from ours,” said Kyle Barton from Ten Minutes by Tractor.
“Anyone entering this venue will be delighted by the offering by the glass, as it allows delving deep into different wine styles from around the world. Each choice, whether local or from further afield, is chosen carefully, so it would be a real struggle to choose what not to drink!” said jury member Heidi Mäkinen.
Best Newcomer List
Recognizes a venue that recently opened
[Gold Star]
Enoteca Boccaccio, Melbourne, Australia
“Thank you so much, such a great honour for us. Enoteca Boccaccio has been a dream project for my bosses, the d’Anna family. We’ve been open a little less than a year, and it has been such a lovely journey to build this list,” said wine director Elena Leardini.
“They may be newcomers but they offer a fantasy of some of the sexiest names in wine: Selosse, Krug, Raveneau, J.J. Prüm, Emidio Pepe, Rinaldi, and Borgogno, all with remarkable vertical selections. The largest of all the verticals? One of the greatest values in Italian wine: Produttori del Barbaresco,” said jury member Doug Frost.
Sustainable Wine List
For the Sustainable Wine List category, not only the wine list is evaluated, but also the stated actions of the venue, as described through a questionnaire in the application.
[Gold Star]
Esters Wine Shop & Bar, Santa Monica, USA
“It is always so inspiring to see more and more places looking for solutions to make a restaurant a more sustainable place, especially when it goes beyond just the selection of committed farmers and winemakers. This is what set Esters apart; actions and support not only to education and promotion of sustainable farming, but an involvement in the local community to help the needed environmental and social changes to happen,” said the jury’s Pascaline Lepeltier.
Here is the link to the winners:
starwinelist.com/wine-story/the-winners-in-our-international-open-with-competing-wine-lists-from-19-countries
According to IWSR research conducted in late 2023 across the top 10 no/low markets – Australia, Brazil, Canada, France, Germany, Japan, South Africa, Spain, the UK and the US – 44% of no/low consumers said they had switched to a no-alcohol drink from another non-alcoholic drink, such as soft drinks, water, tea or coffee. This compares to 29% who replaced a full-strength alcohol product – although this was significantly up on the 2022 figure.
“No-alcohol drinkers generally come from other non-alcoholic beverages, but also now increasingly from full-strength categories,” says Susie Goldspink, Head of No- and Low-Alcohol Insights, IWSR. “There is also an increase in the proportion of no-alcohol consumers planning to increase their no-alcohol consumption.
“Increasingly, alcohol companies see no-alcohol especially as an opportunity for growth. Moderation is an established trend, and no-alcohol products which keep customers within a category – for example, switching beer for no-alcohol beer – or within a brand portfolio – say, switching Heineken for Heineken 0.0 – offer an option to alcohol businesses to hold on to revenue and continue to build brand equity.”
As a result, a number of brand owners across the beverage alcohol marketplace have invested heavily behind zero-alcohol versions of leading brands, or have either acquired or developed ‘pure-play’ no-alcohol brands, to target these opportunities. IWSR’s Innovation Tracker shows that the number of no-alcohol innovations coming to market globally has more than tripled since 2019, with numbers peaking in 2020 for launches of brand extensions as well as new-to-world products.
Consumer attitudes, however, are somewhat different within low-alcohol: here, 40% of those surveyed said they had replaced a full-strength alternative with a low-alcohol product, with 33% switching from another non-alcoholic drink.
“Full-strength alcohol categories continue to be replaced the most by low-alcohol beverages – particularly replacing beer/cider, for example in Spain and Brazil,” explains Goldspink.
“Meanwhile, spirits are being replaced more in markets such as the US and South Africa, where spirits are the most purchased full-strength category.”
IWSR consumer research also suggests that people who don’t currently participate in the no-/low-alcohol category could also be potential targets for brand owners in the future.
“More than half of non-consumers of no/low are either moderating their alcohol intake (26%) or don’t drink alcohol at all (28%) – offering a further untapped opportunity for producers of no- and low-alcohol brands,” explains Goldspink.
“There is also evidence from our recent consumer research that in many markets, no-alcohol products recruit consumers who aren’t drinking in a certain occasion or switching between both. These might be ‘Substituters’ (those who switch between alcohol and no-alcohol in different occasions) or ‘Blenders’ (mixing alcohol and no-alcohol in the same occasion).
“In both cases, these occasions offer an incremental opportunity for a brand owner to sell a product to a consumer who otherwise would not have been buying one of their products.”
Meanwhile, the emergent segment of functional beverages – ‘alcohol adjacents’ with active ingredients such as CBD, adaptogens or nootropics that claim to offer health benefits, stress reduction, mood alteration and pleasure – is beginning to attract younger consumers (Gen Z, Millennials) in particular.
According to IWSR data, the purchase of cognitive enhancers has increased over the past year, driven by growth in Australia and the US – where up to 29% of Millennials have made purchases in the category.
“CBD and other nootropic/adaptogenic products could provide a future challenge to alcohol consumption, particularly with younger legal drinking age consumers who are more likely to participate in this category,” says Goldspink.
“This generation participates in a broader repertoire of beverages in this space, as well as generally still consuming alcohol. As such, for brand owners looking to shape their future category, it’s really all about offering consumer choice to suit different occasions.”
The growth of the overall no/low-alcohol category gives brands the opportunity to cater to a much wider group of consumers. In many ways, no/low can be thought of as a solution to a gap in the market, rather than as a threat to the incumbents.
Source:IWSR
The Australian federal government has awarded a grant of almost A$3m (£1.6m) designed to boost quality and innovation within the burgeoning low-alcohol and alcohol-free wine market.
This grant from the Australian government’s Cooperative Research Centres Projects funding scheme will be used to drive further innovation and improve standards within the no/low category. The project is called ‘Advancement of Australian Lifestyle Wines’.
Australian Vintage, whose portfolio includes McGuigan and Tempus Two, will serve as the project lead for the research. The chief winemaker Jamie Saint said: ‘The grant allows us to conduct research with a key objective of optimizing the flavor and mouthfeel of no and low products, as well as drilling down into consumer and market insights of the category.’
The company will team up with 10 industry partners to conduct the research: Treasury Wine Estates, whose brands include Penfolds and Wolf Blass, along with the University of Adelaide, the Australian Wine Research Institute, Flavourtech, DrinkWise, Tarac Technologies, S. Smith and Son, Danstar Ferment, Mauri Yeast and CHR Hansen.
‘The opportunity to work with a group of leading industry partners to take the growing no/low category to the next level is something we are enormously excited by, improving the competitiveness, productivity and sustainability of the Australian wine industry,’ added Saint.
‘We want to position the Australian wine sector as the largest global producer of no/low wines.’
In 2022, the market value for no/low-alcohol drinks surpassed $11bn among 10 focus markets across the world, according to IWSR analyst data.
IWSR expects consumption to grow by 33% to $14.67bn by 2026, spearheaded by health-conscious adults in Germany, Spain, the USA, Japan and the UK.
