The wine trade is facing its worst trading conditions in 30 years — but it doesn’t have to be that way. That’s according to long-time wine industry observer and well-known journalist Jeff Siegel, who’s been immersed in the US market for going on 40 years.

This alternate title for this episode could be ‘Bitchin’ With Jeff’ as he offers his no-holds-barred take on what’s gone wrong and why.

Is there any hope? He says yes, and outlines what needs to be done to appeal to new consumers while retaining the old ones, and securing the future of wine for at least another generation.

In this episode of Drinks Insider we discuss:

[00:10:00] Premiumization, a term coined around 2010-2012. It’s the idea that Americans wanted to drink 'better' wine, leading to a focus on more expensive bottles, which increased margins for wineries, growers and retailers, but pushed out affordable options.

[00:14:09] The wine market has become very brand-focused and consumers are now brand loyal. But as the big brands become more homogenous and take up more shelf space, consumer choice is being narrowed.

[00:21:58] The restaurant industry's focus on high-priced wine to make up for costs has also hurt the industry, with many restaurants now selling poor-quality wine at high prices, with little appeal to consumers.

[00:28:21] How the wine trade can woo back entry-level wine drinkers.

[00:31:59] Despite a current grape glut, the moment for another "Two Buck Chuck" style wine is gone because the wine business has changed.

[00:41:08] Jeff knows exactly when the temperance movement re-emerged and why.

Sounds like fun? It is! It’s a lively conversation with someone who knows what they’re talking about and who can point the way forward.

And don’t miss the next episode, with Jess Druey, founder of Whiny Baby, who is living proof that a different approach can bring a whole new audience to wine.