What do zillenials want? What do they seek? How do they think about wine and what can the industry do about this?

In this third episode of New Consumers, New Narratives, we meet Honore Comfort, the vice president of international marketing at the Wine institute, the collective body representing the Californian wine trade. In 2024, the wine institute commissioned a big study aiming to understand the minds of the zillenials – the clever contraction of Gen Z-at least the ones that are old enough to legally drink +millennials. While acknowledging that this cohort is diverse, the study focused on understanding the key points making this demographic so different from other age groups and how these differences impact the way they see – and think about wine. 

This podcast series is part of a larger Areni Global research project. Subscribe to our newsletter to get access to our articles and publications: https://bit.ly/AreniNewsletter

Consistent with its Code of Advertising Standards, Wine Institute is committed to ensuring wine is promoted responsibly to those adults who choose to consume it. Wine Insitute offers insights and tools to help our members promote their wines to consumers of legal drinking age. Their members are required to market wine to adults in a responsible and appropriate manner. This commitment includes the responsible content and placement of all communications concerning wine. All research, insights, and strategies have been developed for an adult audience above the age of 25 who are self-described consumers and purchasers of alcohol beverages.

Western societies are currently re-examining their relationship with wine and alcohol. For the last couple of years, the “no-safe level of alcohol” narrative has come to the forefront, with headlines highlighting new studies leading to the conclusion that there is no alcohol consumption without health risks, deeply challenging our established understanding of moderation.

So, has the science really changed, or is moderation still a valid concept?

Jennifer Tujague is Chief Scientist at the International Alliance for Responsible Drinking (IARD), a position she has occupied since 2013. IARD is a membership organization gathering 13 of the world's largest producers of beers, wines and spirits coming together under around their shared objective of reducing harmful use of alcohol. She talked to Areni about the current research on alcohol, wine and health.

Visit us at Areni Global to learn more about becoming a member and subscribe to our newsletter HERE.

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What does 2025 have in store for the fine wine world? How are key players planning for this new year and where will they invest their time, and money?

Felicity and Pauline caught up with six major wine personalities, to ask them what they see ahead in 2025.

Here is what they discussed:

· China: The impact of the country’s slow recovery and how the wine market has drastically changed in five years (with some very positive trends, we promise!)

· Global: The geopolitical turmoil and taxes and tariffs, both in the USA and in the UK, and how companies are adapting

· Consumption: The rapid decline of wine consumption — notably away from home — in major Western markets and the impact on the fine wine trade. Our experts also discuss the different steps they are taking to overcome these challenges.

· Markets: How major players are investing in Brazil, South East Asia and new African markets, and what it takes to be successful in these fast-growing markets.

· Styles: The “Burgundification” of fine wine and what it means for the fine wine market generally.

Many thanks to Polly Hammond, Founder and Executive Director, 5forests; Joao Gomes Da Silva, the Chief Comercial Officer, Sogrape, Portugal; Natalie Wang, the Founder and Editor, Vinojoy, China; Matt Deller MW, Managing Director, Wirra Wirra, Australia; Pierre Mansour, Wine Director, The Wine Society, UK; Edouard Baijot MW, Director Luxury-International, Gallo, USA.

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He's one of the advertising world's living legends, the man behind some of the most iconic campaigns ever devised. But Sir John Hegarty also owns a vineyard and is passionate about wine.

What would it take for wine companies to come up with some really compelling ideas that would inspire a whole new generation of consumers to think about wine in a new, more attractive way?

New Consumers, New Narratives is a podcast series produced by Areni Global, a think tank dedicated to the future of fine wine. Areni Global helps wineries, distributors and retailers to understand how the world is changing, and how that creates risks to be managed and opportunities to be seized.

Visit us at Areni Global to learn more about becoming a member and subscribe to our newsletter HERE.

Follow Areni on Twitter, Instagram and Linkedin: @areniglobal

How do successful luxury brands engage with the young(er) consumers?

In this first episode of our latest series New Consumers, New Narratives host Pauline Vicard delves into the topic of Luxury strategies with Jean-Noël Kapferer

a world-renowned expert in luxury brand strategy. They discuss the levers of success for luxury and premium brands and explore how they manage to stay relevant and attractive to the new generations of consumers, whilst debating the unique position of wine in the global luxury segment.

To pick up a copy of Jean-Nean-Noël Kapferer’s book Luxury Strategy, just follow the link. 

New Consumers, New Narratives is a podcast series produced by Areni Global, a think tank dedicated to the future of fine wine. Areni Global helps wineries, distributors and retailers to understand how the world is changing, and how that creates risks to be managed and opportunities to be seized.

Visit us at Areni Global to learn more about becoming a member and subscribe to our newsletter HERE.

Follow Areni on Twitter, Instagram and Linkedin: @areniglobal

What does successful distribution mean for fine wine? And what does it take to be -and remain- successful in fine wine distribution? Are the keys and measure of success different whether you are releasing your wine en primeur, or en livrables (as deliverables), through exclusive importers, or direct to consumers? And what are the main advantages and limitations of each system? 

Listen in as host Pauline Vicard discusses distribution -in conjunction with her deep dive into La Place de Bordeaux- with Mathieu Jullien Marketing and Sales Director at LVMH Vins d’Exception (comprising Yquem, Château Cheval Blanc, Domaine des Lambrays and Colgin Cellars). In this conversation they touch on why LVMH was created and what their objective is. Moreover, Pauline asks about the extra protection, curation and transmission of the wines afforded by the estates within LVMH. Jullien also touches on the global definition for a successful distribution system, and the metrics for a good commercial release, plus how estates are distributed and what can go wrong with a wine during a release. 

Mathieu is certainly an authority on Marketing and distribution, he brings experience from previous roles at Wine Source Group, and Enotria Winecellars Ltd (T/A Enotria). He also holds a 1999 - 2002 Master in Business School from the NEOMA Business School. With a robust skill set that includes Wine Tasting, Sales Management, Marketing Strategy, and more. Tune in to learn more and of course do not forget to head over to the Inside La Place de Bordeaux series, where Pauline initially sought out Mathieu to delve into the fascinating world of La Place de Bordeaux, a wine system shrouded in mystery, even to many people who work in fine wine.

Learn more about LVMH - Vins d’Exception unites the exceptional wine estates owned by the LVMH Group: Clos des Lambrays, Château d’Yquem, Château Cheval Blanc and Colgin Cellars. Vins d’Exception is not a distribution firm - it is a showcase for wines of exceptional character, a tireless champion of these unique estates. Within their organization, winemaking is not subject to commercial constraints; their business is only to promote the reputation of their estates.

In Conversation is a podcast series produced by Areni Global, a think tank dedicated to the future of fine wine. Areni Global helps wineries, distributors and retailers to understand how the world is changing, and how that creates risks to be managed and opportunities to be seized. What risks? What opportunities?

Be sure to visit our website Areni Global, to learn more about becoming a member and access all our reports, events and analysis.

Follow Areni on Twitter, Instagram and Linkedin: @areniglobal

Thank you for joining us today!

How is the secondary market organized in Norway? And why are Fine Wines so much cheaper there? And how long do people have to queue to buy a bottle of Domaine de la Romanee-Conti?

In this episode, host Pauline Vicard sits down with Arnt Egil Nordlien, Product Manager of Fine Wine & Auctions at Vinmonopolet in Norway. Together they discuss the in’s and out’s of a very unique distribution system. How does Arnt choose what to buy at En Primeur week each year, and how are the wines imported? How does the Vinmonopolet system work? How are Fine Wines sold and what is the margin system?

Tune in to learn more and of course do not forget to head over to the Inside La Place de Bordeaux series, where Pauline initially sought out Arnt to delve into the fascinating world of La Place de Bordeaux, a wine system shrouded in mystery, even to many people who work in fine wine.

Vinmonopolet is Norway’s state control alcohol distribution platform, and Arnt Egil Nordlien personally selects Fine Wines to be distributed to 12 locations throughout Norway. If you want to learn more about Vinmonopolet in Norway, just head to their site. There you will be able to learn about what wines they sell, their mission and sustainability report and more. 

In Conversation is a podcast series produced by Areni Global, a think tank dedicated to the future of fine wine. Areni Global helps wineries, distributors and retailers to understand how the world is changing, and how that creates risks to be managed and opportunities to be seized. What risks? What opportunities?

Be sure to visit our website Areni Global, to learn more about becoming a member and access all our reports, events and analysis.

Follow Areni on Twitter, Instagram and Linkedin: @areniglobal

Thank you for joining us today!

It started in Bordeaux but has since become a major force in global fine wine. What’s next for La Place de Bordeaux?

In this final episode of Inside La Place de Bordeaux, hosts Felicity Carter and Pauline Vicard consider where La Place came from — and where it’s going. They talk to some of the world’s most insightful experts, and look into their own crystal balls, to predict what’s likely to happen next.

·       Can En Primeur stay in its current form, or will it transform into something else?

·       Will the market polarise further between the producers at the top and everybody else?

·       As climate change and better viticulture drive ever more excellent vintages, how will that transform the fine wine economy?

·       How will La Place upend the world of wine investment?

For everyone involved in the fine wine trade, this is an episode not to be missed.

With: Mathieu Chadronnier, Max Lalondrelle, Elin McCoy, Jane Anson.

Inside la Place de Bordeaux is a seven-episode podcast series produced by Areni Global, a think tank dedicated to the future of fine wine. Areni Global helps wineries, distributors and retailers to understand how the world is changing, and how that creates risks to be managed and opportunities to be seized. What risks? What opportunities? 

Visit us at Areni Global to learn more about becoming a member.

We are already working on our next series of podcasts, exploring how specific regions or wines changed the game for fine wine, and the lessons we can learn from it. To be the first to know about our next adventures, subscribe to our newsletter.

Additional resources are available for this episode. You can find an edited transcript of Elin McCoy’s interview.

Elin’s interview:

Elin’s book: The Emperor of Wine: The Rise of Robert M. Parker, Jr., and the Reign of American Taste, Ecco Press, 2006

Follow Areni on Twitter, Instagram and Linkedin: @areniglobal

This podcast episode was edited by Polly Hammond and the 5forests team: https://5forests.com/ 

Inside la Place de Bordeaux was made possible thanks to the support of the CVBG, one of Bordeaux’s leading négociant house. To learn more about the CVBG:

Visit their website: https://www.cvbg.com/?lang=en

Follow them on Instagram: @cvbg_bordeaux 

Thank you for joining us today!

How old is La Place? How did the Bordelais create the most influential fine wine system in the world? Where did the 1855 Classification come from- and who decided? Did 1982 really change the fate of the Bordelais?

In this sixth episode, hosts Felicity Carter and Pauline Vicard dive into the archives and talk to historians, to help them better understand the origins of La Place de Bordeaux.

And what they find is unexpected. Whether it’s the hard-nosed commercial decisions, or the quest for tax deductions, or even the world of smuggling, they uncover the key moments that helped create the world of Bordeaux as we know it today.

For everyone who loves wine and history, this is an episode not to be missed.

With: Prof. Rod Phillips, Charles Leary PhD and Simon Tam.

Inside la Place de Bordeaux is a seven-episode podcast series produced by Areni Global, a think tank dedicated to the future of fine wine. Areni Global helps wineries, distributors and retailers to understand how the world is changing, and how that creates risks to be managed and opportunities to be seized. What risks? What opportunities? 

Visit us at Areni Global to learn more about becoming a member.

Additional resources are available for this episode. You can find an edited transcript of Rod Phillips’ interview.

Rod Philipps’ interview: https://areni.global/inside-la-place-de-bordeaux-episode-six/

Rod Phillips’ book: French Wine: A History, University of California Press, 2016.

Additional recommended reading: 1855 Bordeaux: A History of the Bordeaux Classification, by Dewey Markham, John Wiley & Sons, December 1997

Follow Areni on Twitter, Instagram and Linkedin: @areniglobal

This podcast episode was edited by Polly Hammond and the 5 forests team: https://5forests.com/ 

Inside la Place de Bordeaux was made possible thanks to the support of the CVBG, one of Bordeaux’s leading négociant house. To learn more about the CVBG:

Visit their website: https://www.cvbg.com/?lang=en

Follow them on Instagram: @cvbg_bordeaux 

Thank you for joining us today!

What does it mean for a fine wine to be a brand? How do fine wine brands define and measure success? How much does it cost to be a successful brand? What’s the role of the secondary market in building successful brands?

If you’ve been listening to the previous episodes of this series, you would have heard it: La Place doesn’t build brands. But then, who does? And how do they successfully do it?

In this fifth episode, hosts Felicity Carter and Pauline Vicard explore the concept of branding in relationship to fine wine and review the steps to build successful, desirable and recognised fine wine brands, decoding cultural differences along the way.

From iconic Bordeaux estates to award-winning marketing agencies, game-changing importers and leading auction houses, they all share their unfiltered opinions on how to build, manage and successfully grow a fine wine brand on La Place de Bordeaux and beyond.

With: Polly Hammond, Mathieu Jullien, Guillaume Pouthier, Don St Pierre, Fiona Morrison MW, Amayès Aouli.

Inside la Place de Bordeaux is a seven-episode podcast series produced by Areni Global, a think tank dedicated to the future of fine wine. Areni Global helps wineries, distributors and retailers to understand how the world is changing, and how that creates risks to be managed and opportunities to be seized. What risks? What opportunities? 

Visit us at Areni Global to learn more about becoming a member.

Additional resources are available for this episode. You can find an edited transcript of Don St Pierre’s interview. Don heads AdaptEdge, a consulting firm providing strategic direction for building distribution channels. He is well-known in the wine world for co-founding ASC Fine Wine, one of China’s top importers, and for his interest in Vinfolio in the USA and Fine+Rare. 

Don St Pierre’s interview:

Follow Areni on Twitter, Instagram and Linkedin: @areniglobal

This podcast episode was edited by Polly Hammond and the 5 forests team: https://5forests.com/ 

Inside la Place de Bordeaux was made possible thanks to the support of the CVBG, one of Bordeaux’s leading négociant house. To learn more about the CVBG:

Visit their website: https://www.cvbg.com/?lang=en

Follow them on Instagram: @cvbg_bordeaux 

Thank you for joining us today!