The COVID-19 pandemic changed where and how we work. It also changed how we buy and think about wine. This is especially true when buying from local shops and choosing wines for home enjoyment.

Moving toward "off-premises" wine purchases means buying wine for home consumption. This change has led to new trends. People now prefer premium wines and sustainable options. There is also a growing appreciation for small, independent wine stores.

In this series, we will explore how COVID-19 changed the wine world. This article will focus on off premises buying trends. We will share insights from recent reports by Nielsen and Euromonitor.

1. Local Wine Stores Are Thriving

During COVID-19, local wine shops, often called “indies,” saw a big boost. People chose neighborhood shops over large grocery stores and online giants. Sales in these stores rose by 25% above pre-pandemic levels, as people discovered the benefits of shopping local. The experience brought a personal touch, with curated selections, expert advice, and a sense of community.

Even after the lockdowns ended, many people still prefer indie wine stores. They find shopping there more enjoyable than looking through supermarket shelves.

A significant outcome of this shift was the influx of younger customers into these local shops, building a more diverse customer base for the future. By 2024, indie wine stores noted that the average customer age had decreased by two years since 2019.

The younger generation is more willing to spend a little extra on a special bottle. This shows that wine can be enjoyable and not intimidating. Nielsen data underscores how younger consumers are discovering that indie wine shops offer a more welcoming, knowledgeable, and interesting alternative to big-box retailers.

2. Drink Less but Better

A notable change in wine shopping has been the trend toward quality over quantity. During the pandemic, people began spending a bit more per bottle, leading to a movement known as “premiumization.” As overall wine volumes declined, higher-quality bottles gained popularity.

Consumers started viewing wine purchases as a treat, choosing better wines for an elevated experience. This focus on quality is now essential for indie stores. They are embracing premium products to meet this new demand.

Euromonitor reports that the premium trend continued in 2023. Customers are more willing to buy fewer bottles. They are also ready to pay a little more for quality wine.

Nielsen data shows that average spending per bottle increased during this time. Sparkling wines, like champagne and prosecco, are leading this trend. These bubbly wines have become “affordable luxuries,” offering a little indulgence for special occasions, especially as consumers host smaller gatherings. For many, choosing a high-quality wine when they do buy has become a habit that looks set to stay.

3. Convenience and Community Go Hand-in-Hand

COVID-19 made convenience a top priority, and indie wine stores were quick to adapt. Many increased their online options, started local delivery services, and even launched wine subscription plans to stay connected with customers.

Many people found these local shops during lockdowns. The easy access, unique selections, and personal shopping experience built lasting loyalty. Indie stores now offer a far more engaging shopping experience than most big chains. Customers enjoy finding unique wines and getting personalized recommendations from staff who understand their tastes and preferences.

Even as lockdowns lifted, the appeal of these independent wine stores has only grown. Nielsen and Euromonitor reports show that customers view these shops as more than convenient. They appreciate the community feel and enjoy the personal experience. This experience is hard to find in larger, less personal stores.

This change has made local wine shops more popular than big-box stores. Personal service, knowledge, and a sense of community help build loyal customers.

4. Sustainable and Authentic Choices Are on the Rise

The pandemic also pushed more consumers to think about sustainability, and this focus has extended to wine purchases. Today's consumers, especially younger wine consumers, prioritize sustainable production and seek wines with authentic stories.

The Euromonitor report shows that wine shoppers want products they can feel good about. They are moving away from mass-produced, private-label wines. Instead, they are choosing more unique, small-scale options. This trend shows how many customers want not just a good bottle, but one with a story, where they can trust the producer and feel a connection to the origin of their wine.

Nielsen's findings reflect this change. Indie wine shops have adapted by offering selections from smaller, eco-friendly producers. They also provide more information about their production practices. It's almost like the craft beer moment for wine, where consumers are drawn to wines with unique identities and authentic backgrounds.

For indie wine shops, this shift has been a perfect match. They are well-placed to showcase sustainability, quality, and the personal stories behind each bottle. This meets the demand for wines that are enjoyable and good for the environment.

Wrapping It Up

The pandemic transformed wine buying habits in ways that continue to resonate. More people are looking for quality shopping that focuses on the community and the environment. As a result, independent wine shops have gained a new place in the market.

Consumers are thinking more about their purchases. They are willing to pay extra for a unique or premium bottle. They also stay loyal to local businesses that provide a great experience.

In upcoming articles, we will continue exploring how COVID changed the wine world:

• on-premises wine trends in bars and restaurants
• the evolving preferences for sparkling wines, champagne,
• an overview of the fine wines market.

Whether you're buying a bottle for a special night or celebrating with champagne, the pandemic has changed how we enjoy wine. These changes have created exciting new options for wine lovers everywhere. Next time you want wine, think about visiting your local wine shop. It might help you find your new favorite drink!

Krystal Wen