The UK recently experienced one of its wettest Julys on record and this has had a surprising impact on wine sales. Waitrose, a prominent supermarket chain, has reported a significant increase in red wine purchases, particularly those that can be enjoyed chilled. The trend has even found its way onto social media platforms like TikTok, where the hashtag #RedWine is gaining momentum.
Across the pond, America’s top sommeliers are noticing a similar trend but for different reasons. They are encouraging wine drinkers to explore chilled red wines, not just for the summer but as a year-round option. The focus is shifting from traditional high-alcohol red wines to lighter, more versatile options that can be enjoyed chilled. Varietals like Gamay, Frappato, and Trousseau are being recommended for their ability to pair well with a variety of foods when served at lower temperatures.
What’s intriguing is how consumers in both markets are willing to break away from traditional wine norms. Whether it’s the UK’s weather-induced love for versatile reds or the US’s expert-led recommendations for chilled varieties, the adventurous spirit is evident. This willingness to experiment is reshaping the wine industry.
As the wine industry continues to evolve, it’s clear that external factors like weather patterns and expert advice significantly influence consumer choices. The rise of chilled red wines in both markets indicates a broader shift towards versatility and adaptability. Retailers and sommeliers who recognise this trend and adapt their offerings are likely to find success.
