It’s not surprising that wine sales increased in 2020. It makes sense that while people spent more time at home in 2020, some of them also drank a glass or two of wine. And, when people purchased wine last year, many of them used wine shipping services. Now that we know the wine consumption patterns from 2020, let’s consider what wine sellers might expect for 2021.
Social Distancing and Wine Shipping
Of course, wine shipping went up in 2020 since people had virtually everything shipped last year. To follow social distancing guidelines, people had everything from birthday gifts to groceries shipped to their doorsteps. It’s not unexpected that people started having their wine shipped, too.
Even when the pandemic is over, people are still likely to take advantage of wine shipping. Enjoying the convenience of purchasing products online and delivered to the doorstep is now a habit. And this holds true for wine shipping, too. Once consumers establish habits, trends are here to stay.
Fewer Restaurant Sales and More Direct-to-Consumer Sales
Significantly fewer people dined indoors at restaurants in 2020 because of the pandemic, and that will continue into much of 2021. And while people continue to follow local guidelines regarding restaurant dining, this change impacts wine shipping sales. While restaurant sales trend downward, wine shipping directly to consumers continues to rise.
Whether or not this shift in sales will balance itself remains to be seen for the long term. However, there is a great opportunity for wine shippers who capitalize on the demand shift. The key is adjusting marketing to meet a changing customer base.
Millennials and Gen X-ers are Market Growth Opportunities for Wine Shipping
Wine sellers who recognize the growth potential with Millennials and Gen X-ers will reap rewards. While staying true to proven marketing practices, wine sellers benefit by expanding their marketing reach in light of these generational opportunities.
Wine shipping became very popular among Gen X-ers last year, with Millennials not too far behind in their own wine-buying habits. It’s worth taking a look at how these generations consume media and which marketing efforts have the most appeal.
Social media marketing is key to getting the attention of both generations. Gen X-ers straddle the worlds of Facebook and Instagram. To reach this generation, consider creating cross-channel marketing campaigns.
Millennials are more visually focused. As a result, they gravitate more to social media channels like Instagram and YouTube. Social media marketing for this generation is effective when focused on imagery. Also, it is worth noting the importance of “influencers” to reach this generation.
Convenience and Variety Will Continue to Influence Wine Purchasing in 2021
Wine shipping has many benefits for consumers, and the two most important are convenience and variety. The variety appeals to both wine experts and emerging wine connoisseurs. For wine experts, wine shipping offers extensive options to suit their preferences.
Emerging wine connoisseurs are still refining their tastes and exploring options. Wine shipping provides the unique opportunity to explore options in the privacy of their home. So, the opportunity is in capturing an upward trend with these consumers. The bonus of gaining these consumers now means long-term purchasers in the future.
Variety and convenience are two things that people value during any year. 2020 just brought new consumers to the wine shipping market. As a result, there is potential for long-term market gains.
Engaging Emerging Wine Consumers
Some consumers started 2020 not knowing anything about wine and ended the year with a favorite brand. Wine shipping made the learning curve easy. When people browsed online for wines, they could compare different brands and find the best wines for their budgets.
So, online wine shoppers will continue to become more savvy in 2021. Fostering this process through wine education is a marketing opportunity. Weaving education into marketing is a good way to engage these consumers. Another suggestion is to provide opportunities for dialogue with these consumers online. One way to do this is to simply ask consumers to share their experience at the end of a social media post. Asking for comments is a call to action that is becoming expected by social media users.
Social Habit Changes and Wine Consumption
While there are simple answers for the increase in wine shipping sales in 2020, there are also less obvious reasons to consider. Perhaps an underlying factor was merely that people were forced to slow down and spend more time together. Sharing wine with adult family members may have been part of the experience.
When a trip to the store to purchase wine wasn’t an option, wine shipping was perfectly positioned to meet this demand in 2020. As 2021 unfolds, spending time at home with loved ones continues to function as a social outlet. Consumers will continue to adapt the experience of sharing a bottle of wine at a restaurant over dinner into their homes.
Many consumers are making an effort to support local restaurants through delivery and takeout options. However, some local ordinances still prohibit wine takeout and delivery. Wine shipping services meet this need. While wine consumption increases in our current environment, it only makes sense that the wine shipping market benefits considerably.
Wine Shipping Opportunities in 2021
Increased wine consumption and market factors paint a bright future for wine shipping in 2021. Companies that continue to provide great service and create marketing that addresses current trends have incredible potential in 2021. When restaurant wine sales return to normal levels, the potential for profits is multiplied.
If we’ve learned one thing from 2020, it’s to be prepared for anything. Regardless of what happens in the wine market in 2021, rest assured that wine shipping companies will be prepared to meet the growing demand for their services. Some of these companies have resources and marketing insights that can help your business this year.
If you want to discuss innovative ways to address these opportunities or have questions about our services, feel free to contact wineshipping.com directly.