Identifying new trends to adapt more effectively
As part of the 4th Sparkling Wine Forum in Reims, Antoine Viollette, a lecturer at NEOMA Business School, gave a talk on new trends and recent developments in the sector. His aim was to highlight these new consumer trends with his class of Master’s students on the ‘Wine & Gastronomy’ programme.
Having gained a foothold in the worlds of gastronomy, hospitality and catering, Antoine Violette became a lecturer and researcher at NEOMA Business School, the institution from which he graduated. This ‘unconventional’ career path, as he describes it, has enabled him to develop a wide range of knowledge and to pass this on to students on NEOMA’s ‘Wine & Gastronomy’ Master’s programme, with whom he explores evolving consumer trends.
A passion for the diversity of wines
It was sparkling wine that first introduced Antoine Violette to the world of champagne; this discovery then sparked his interest in other types of sparkling wine. Starting with Prosecco, moving on to Cava and then Crémant, this experience opened the researcher’s eyes to the world of sparkling wines. Through numerous encounters, Antoine Violette came to realise the diversity of wines within each category and that each is suited to a particular occasion. He was particularly surprised to discover the wines of southern England and the unique tasting experiences that go with them.
Analysing trends: a key to understanding the market
For his talk entitled ‘Oh my Bulles! Tradition challenged by new market trends’, Antoine Violette adopted a distinctly marketing-focused perspective, taking the opportunity to present a broad overview of trend analysis. Indeed, according to him, “the sparkling wine market is evolving”; the aim here is to take stock of how trends are developing and their impacts. He cites the example of “cocktail-isation”, the main risk of which is “that brands or winemakers’ names are overshadowed by the name of the cocktail”, but which offers significant potential in terms of sales volume. Antoine Violette’s aim is to examine certain aspects across the different categories of sparkling wines – each of which has its own role and occasion for consumption – and to suggest avenues for expansion into other categories of wines and spirits by looking at the launch of several ‘Ready To Drink’ alcoholic beverages on the market.
It is also an opportunity to showcase the work carried out this year by students on the Wine & Gastronomy Master’s programme. The cultural diversity of this class, which is passionate about gastronomy, allows for a mix of perspectives.
Antoine Viollette offers a fresh perspective, drawing inspiration from trends affecting other sectors of the wine and spirits industry. It is important to keep an eye on past market shifts and trends so as not to rule out any avenues. “All this observation provides ideas and insights into what is happening in the market, and it is then up to each producer to position themselves and take a step back.”
Trends are not confined to a country’s borders
The key to understanding trends seems to be to keep an open mind and observe how the world is changing around us, as Antoine Violette puts it: “We live in a highly globalised world, so what happens in California or Australia may become a trend here within six months. Trends cross national borders.”
In order to understand the weak and strong signals sent by the market, we must not limit ourselves to the Champagne, French or European markets. We must observe global trends and not confine ourselves to a geographically limited area. Trends are not confined to a country’s borders. “There are countries that are well ahead of the market, particularly when it comes to ‘low-alcohol’ or ‘non-alcoholic’ consumption. And as surprising as it may seem, the United States and the UK are among them.”
The importance of cultural traditions in consumer behaviour
According to Antoine Viollette, there have already been upheavals in certain global markets in the past. “For example, in the United States, there is a large Italian community, so Prosecco has always held a significant share of the market. In Asia, there is a long-standing tradition of ‘Brunch Free Flow’, where sparkling wine flows freely into glasses with no limit on consumption. Initially, this trend centred on champagne, which is a very luxurious product in Asia, but due to price rises, these brunch events now serve Prosecco rather than champagne.”
Teaching at NEOMA Business School
As a NEOMA alumnus, Antoine Viollette feels a certain sense of emotion when he passes on his knowledge to students on the ‘Wine & Gastronomy’ Master’s programme. Through case studies and analysis of numerous market indicators, Antoine Viollette teaches students to identify emerging trends on the other side of the globe and track their development. They also examine the broader societal factors influencing changing attitudes within the hospitality, catering and culinary sectors.
Whilst researching new trends in preparation for this presentation at the Sparkling Wine Forum, Antoine Violette and his students exchanged views. Indeed, the NEOMA “Wine & Gastronomy” Master’s programme brings together students from all over the world. This diversity allows for a cross-fertilisation of perspectives and enables them to provide an accurate picture of what is happening in the market.
Interest in the Sparkling Wine Forum
For Antoine Violette, the Sparkling Wine Forum is an event that is quite specialised in sparkling wines – not just wines in general – but which also broadens horizons, as champagne is not the only sparkling wine discussed. According to the researcher, ‘Today, we need to broaden our thinking to include all sparkling wines, not just Champagne. What’s more, it’s a great opportunity to share the work carried out by NEOMA students with professionals in the wine industry and to network.’