New trends and consumption habits, also supported by “healthy” technology, make the world of wine an increasingly dynamic sector even though producers seem to have rediscovered the taste of simplicity in wine and in the cellar. Two opposite worlds, therefore, united by a desire for culture.

Fashions and trends can often only be decoys that mask commercial interests which are in turn disguised by an ephemeral level of quality which, frankly, we did not feel the need for. Wine is one of those areas where fashions follow one another with variations that see millions of people approaching and then marrying their beliefs in favor of this or that trend of the moment.

However, the universe of “current trends” is not always to be considered outside of truly qualitative logic and the world of our food and wine supply chain often gives us new horizons that open up unexplored qualitative paths, creating what is defined as a true experience (sensorial in this case).

Experimentation and exploration , these are the two words that can best summarize the world of Wine at least in the last two decades. Today, an unquenchable thirst for the new characterizes drinkers: they curiously seek wines obtained from lesser-known grapes and at the same time stories of emerging producers and new ways of purchasing. Gone are the days when people always ordered the same bottles and only well-known brands ended up in the spotlight.

The new trends

Trends , in this colorful world in which we find ourselves every day, they have changed often and ups and downs have alternated throughout history. In the past, it was mainly the aristocracy that guided trends and fashions: think of the impact that wars, trade routes and diplomatic incidents could have on consumption! Nowadays the wine sector is more dynamic than ever , it seems to change from year to year and above all the new generations represent the modern “trend setters”, able to search and share their favourite wines thanks to the power of the web and social media.

An important role also belongs to innovatively managed bars and restaurants, which always offer new wine proposals to their customers. For example, if we want to highlight some of the "healthy" trends that have taken hold in this area and that are changing the world of Wine (and Food!) to the point of influencing our "drinks" (or "eats"), we cannot fail to note that they are linked to the history of the product and of those who produce it: stories of producers, artisans, drinks (and dishes), are increasingly fascinating. A growing interest in regional specialties, in small wine (and gastronomic) gems produced in limited quantities, has been changing the way we buy and consume for some time now. People have returned to buying directly from farms (and visiting markets) and with greater attention to how and where the products are made.

Wineries are also experiencing this innovative development: more and more people are looking for wines that can stimulate their imagination and have an interesting story to tell. This gives new life to many small independent companies, which are firmly proposing themselves as an alternative in a sector dominated by big names.

It's not difficult to understand the reasons behind this change : we are bored by the homogenization of wine and expensive marketing campaigns fail to inspire true emotions and do not speak to our personal tastes and interests. Looking for the local product, the small excellence, the new native vine is certainly more stimulating. Furthermore, especially in the Social World, you can follow many wine "communicators", not only industry experts and Sommeliers, but also simple enthusiasts and connoisseurs who sign with the name #Winelover.

We have just described a trend that can be, with good reason, brought to light as a positive example in an often “fake” world, the virtual and social one, demonstrating how everything, even the most apparently ephemeral, can be channeled into a channel of positivity that goes hand in hand with qualitative substance. And that is no small thing.

Still in the virtual sphere, where it is difficult to imagine a link between Wine and technological speed, another example of a “healthy” trend emerges. The life of Wine flows slowly, over a long time, and sometimes years are needed for production and just as many years are required for aging. Wine needs its atmosphere and gives its best if drunk slowly during a meal, stimulating long conversations. In short, Wine needs its poetry.

Technology in the world of wine

However, we are seeing a significant increase in the use of applications and technologies to identify new interesting bottles and wines to try . There are many new services that help the consumer. Now it is possible to easily discover detailed information about the grape and the vineyard, recommended pairings and thousands of comments and reviews. Not only that, there is our “Virtual Sommelier” able to recommend the best wine for every occasion and tools to search for discounts by ordering through purchasing groups.

One thing that intrigues us is to note how technology in the world of production is instead proceeding with the handbrake on. In fact, in the vineyard, manual harvesting is “in fashion” (another healthy trend), as is the use of traditional cultivation methods and, As consumers become more savvy with technology, it seems winemakers are rediscovering the values ​​of simplicity .

And so two apparently opposite worlds meet, making the sector increasingly interesting and fueling increasingly informed choices.

This study, dedicated above all to those who, out of passion, color their existence every day with the nuances of a product that comes from the earth and from the toil of Man, wants to be a tool for reflection, in a historical moment where technology in general conditions every area of ​​existence, to acquire the awareness that Culture has potential roots everywhere and its acquisition can also arise in areas that are mentally very distant from each other. Regardless of the tool used, you just need to know how to convey it with the right purpose.

Culture is always Culture, and “healthy” conscious technology can often open up unexpected horizons for achieving it.

Written by Carlo Attisano for mangiaebevi.it