After a pandemic year which roiled the wine-making industry, author and wine expert Peter Keller looks at what trends are emerging in 2021 for finews.com.

The wine world came to a stop with a vast lockdown in Europe: no wine fairs, tastings, or visits to vineyards led to a seismic shift for the industry. Producers or sellers without an online presence were left behind as e-commerce sales of wine boomed.

Many wine dealers experienced healthy demand for virtual tastings, a new, welcome format for a cross-section of consumers.

Where do wine producers and dealers go from here. My five theories on why 2021 can only be a better year for the wine-making industry.

1. Golden Opportunity for Swiss Producers

Consumers will increasingly opt for local wine from regional producers – a prime opportunity for domestic providers. The caveat of course is high quality as well as an interesting offering. Buyers will return to purchasing directly from producers, even if online sales will remain an important distribution channel. 

2. New Growers Emerge

Everyone knows the classic regions like Bordeaux or Tuscany, but other wine-growing regions like Priorat will emerge. The Catalonian region is buzzing right now: growers are returning to traditional grapes like Grenache and Carignane and, because of the summer heat, moving to cooler, north-facing slopes.

Beaujolais is another wine which may see a revival in 2021: the French growing region is hobbled by the gaudy image of Beaujolais Nouveau, but several innovative vintners are producing high-quality wine as naturally as possible. Always worth a sip!

3. «Emotional» Wines Surface

A good bottle of wine should move you, unlike the scores of soulless, mass-produced wines. Knowing the vintner or the vineyard creates a personal connection – an element that is gaining in importance for buyers.

By contrast, it will become humdrum to simply follow ratings and best-in-show awards: consumers want to drink wine, not points. In addition, many fine wines are opened before their time, whereas mature wine provides an incomparable and unforgettable sensory experience.

4. Sustainability Becomes Standard

Wine-growers are just as affected by climate change as other areas of agriculture. This changes the landscape: growers who produce sustainably stand a better chance with consumers. Careful handling of nature's resources is a must, and growing organically should be a given.

Growers are still using too many herbicides and fungicides, but 2021 is likely to see a dramatic shift. While ecological wines are gaining in importance, the low-sulfur wines will remain a niche due to their unusual taste.

5. Expand Community Dialogue

This year has illustrated that whether in the wine industry or hospitality, a booster network is indispensable. Whether you opt for community-based channels like Instagram, or send your supports regular email newsletters – cultivating loyal follows is unthinkable without new channels of communication.