In recent years, the beverage industry has seen craft beers and — even more recently — craft spirits increase in popularity. Consumers are drawn to these products because of their authenticity, quality, localness and experimental nature, says Danny Brager, senior vice president of New York-based Nielsen’s beverage alcohol practice. With wineries infiltrating every state in the country, many of these craft attributes are impacting the wine category as well, he notes.
Blended wines, in particular, are being purchased for their “craft-like” characteristics, according to Nielsen. In one of the company’s recent surveys, 55 percent of respondents said that they buy blended wines because they offer a great opportunity to experiment with wines, Brager says. These wines appeal to consumers’ desire to explore and be adventurous in their wine purchases, he adds.