Ep 8: Navigating the Future of the Wine Industry with Lulie Halstead, IWSR

Alcohol consumption is predicted to drop precipitously in the next five years. What actions should wineries (and distilleries) take to ensure their business is one of those that comes out the other side in good financial shape? What opportunities are there for wine-adjacent products? In this episode, wine data guru Lulie Halstead shares insights on branding, consumer behavior, and practical research tactics, offering valuable advice for wine enterprises of all sizes. Projected decline in wine consumption Impact of generational shifts Premiumization trends Market orientation over product orientation: Distinctiveness versus differentiation Diverse consumer preferences Leveraging market research The potential of wine-adjacent products Challenges in low-or-no alcohol wines Spirits diversification and globalization Lulie co-founded Wine Intelligence and is regarded as a leading thinker in the world of wine business strategy. Prior to co-founding Wine Intelligence, she developed expertise in the wine industry, with hands-on roles in importing, marketing and retailing. She is an established marketing academic, focusing on wine consumer behaviour and continues to teach and supervise on master’s programs around the world. Alongside her passions for food and wine, she focuses on exploring what makes consumers behave the way they do. She specializes in qualitative research practices and trend research, constantly developing new ways to uncover the processes of the subconscious mind. Lulie is a frequent and valued speaker at many international wine industry and academic conferences around the world.

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