In 2020, consumption of wine globally was impacted negatively due to the outbreak of the Covid-19 Pandemic. While some countries were able to control the spread of the virus by late 2020, others such as India, Vietnam, Nepal, Sri Lanka and Singapore are experiencing a more severe wave in 2021.
Consumers globally have become more health and safety conscious since the onset of the Covid-19 Pandemic. Awareness about ingredients and source of food has grown by leaps and bounds.
Brand building has always been vital and the pandemic reinforced this. Wine brands usually have a unique story, and the ones that have invested in narrating this consistently across touchpoints, have reaped benefits over the last year.
Consumers, many, with more time to spare due to the lockdown and WFH scenarios, are seeking out growers with powerful and authentic narratives. Physical wine tasting, often limited to invitation only or destination-oriented events is going through a broad shift. Brands are now compelled to reach their consumers at home via continuous digital engagement and innovations.
The buy local sentiment is gaining importance across the globe. The prestige attached to foreign wines is being replaced with a desire to support high quality local wines and growers.
To ride this consumer sentiment, it becomes even more crucial for local brands to effectively communicate their journey, their source and their story, especially associated with climate, organicity and the specialised knowhow they deploy.
More and more wine players have launched dedicated company-owned online stores while others are conducting online tastings to continue engaging with consumers. Consumption in restaurants and hotels globally has come down drastically and it is uncertain currently as to when it will reach pre-Covid levels.