Luxe et œnologie

What is the futur of fine wines ? In order to have a better understanding, the environment and communication in Fines Wines.

Théia - Fine wines

Our environment is moving on :

We live 20 years longer than in 1950,

We sleep 3 hours less, but the feeling of our own time is out of control, is stronger than ever.

Therefore we eliminate unnecessary tasks, we explore ways to save time and look for experiences, simplifying the way we buy and pay. Several trends are emerging. The first one is obviously Immediacy.

The second one is power. Because consumers are over informed (abundances of digital sources) consumers are aware of products informations they are interested in, they are becoming communication vectors (Users Generated Contents). They took the power, because lies are not acceptable any more, they need transparency. All of this is now make possible with forum, tutorials and social medias. That empowered them to take power because « Knowledge is power ».

The third one is missing out. This ultra connexion, adds up the content desire of logout. From fear of missing out, to joy of missing out. This anxiety becomes a pride, the agreement for slow pace life due to mails pressure, fuzzy border between professional and personal life promotes tactics to escape the pressure, to protect their mental wellness. The claim for deconnexion, longing slow time based on low environment impact, quality and right prices.

The next one is minimalism. Acetism makes his way. Now, simplicity, quality and authenticity are 3 fundamentals values that lead purchases habits. Keeps saying consumers are taking control such as : DIY, local buying and craftsmanship.

An other one could be, the no age generations. Because Baby boomers feel themselves still young and copy Millénials behaviours, because codes are less and less based on cultural values than generations ones.

Consuming in conscious will be the last one. Because they claim for transparency, because they are taking power, maybe also because the need of « back to sources » they want responsible products (without plastics) this means industries must continuously innovate to transform, but in thinking of going forward in emotion, maybe by exploring new territories such as digital and sensory.

How did luxury brands have also adapted to these consumers’ trends?

Consumers of luxury goods are less committed with statutory luxury, guide by protocol legacy from the past European aristocracy (and heaven knows that fines wines universe is codified, in particulary wording).

They are looking for flexible, free and less standard luxury. Luxury bear witness of philosophy. Luxury is now for self, for the other, for the planet and for the society: Luxury must be cool and relax.

« In 2025, the market share of Millénials in the luxury revenue should reach 50% with 130% growth. "

Brands must dust off their image. They could draw inspiration of collaborations and alliances such as Chanel & Parell Williams, Louis Vuitton & Suprême, Balmain & Gigi Hadid, Kendall Jenner ans Tailor Swift, LVMH & Rihanna. These strategies allow them to records strong awareness and interest (90% among the young), sales increased by 67 % for the Gen Z and 60% for Millénials, specially young chines. Because in 2025, the market share of Millénials in the luxury revenue should reach 50% with 130% growth.

New consumers are looking for new faces. The choice of ambassadors is crucial. Ambassadors need to share values – obviously brand values- but also values who grand credit to influencers such as authenticity, engagement with intent, and honesty. (Rihanna, is one of the 100 most influent people of the world, according to Time, with 70 millions subscribers on Instagram and 90 millions followers on Twitter, and she answers by herself to followers mails. The idea is not only to put a name on, it is mainly be more engage. It highlights that Fines Wines can be cool, relax and fun