Wine MODE – ahead of the trends
Our most recent Trend Report highlights six key early-stage wine trends, identified by our Wine MODE tool, that we expect to see much more of in the year ahead. But what is MODE really? And more importantly, does it work?
Developed by our Insights team in 2016, Wine MODE has won the IWC’s Innovation Award in 2017.
So, what is it and how does it work?
Wine MODE captures wine trends as they evolve at the top end of the UK On Trade market. It harnesses expert qualitative analysis of the most up-to-date wine lists from a number of cutting-edge venues and uncovers early-stage trends that keep our followers ahead of the curve in the wider market.
The venues selected to analyse are award-winning thought-leaders when it comes to wine – including those holding Michelin Stars or included on the Star Wine List.
These trends that get identified, then follow the trickledown effect – after being observed in MODE-type venues, they make their way through Tier 2 Sites, then on to the Mainstream On Trade. From the On Trade, these trends then transcend to the Grocery Multiples, and finally to the Convenience sector.
Don’t believe us? Here’s an example in action – Albarino
In 2016, Albarino was identified as a trend, noticed on 2 in 5 MODE wine lists, and included in our 2017 Market Report.
In 2018, On Trade sales of Albarino grew 98% year-on-year to £7.2m, and Off Trade sales grew 28% year-on-year.
In 2024, Albarino is worth £18m in the On Trade and is the sixth leading white grape. Off Trade sales reach £11.9m.
Another example in action – Orange Wine
In 2018, Orange wine (aka skin contact wine) was spotted on 2 out of 5 MODE lists (44%) and included in our Trend Report.
By 2024? 6 out of 10 wine MODE lists feature orange wine; 1 in 5 offering it by the glass.
Ocado, M&S, Waitrose and Majestic have all started to include orange wines in their ranges, some with the view to expand their offering, while Aldi’s orange wine has gone viral, sparking headlines such as: No, orange wine isn’t made from oranges
So, while we don’t exactly hold a crystal ball, Wine MODE is as close as we’ll ever get…
Want to know what MODE has identified for 2025? Read our latest trend report here.
Speak to your account manager to find out how our insights team can help your business.
Elona Hesseling
Born into the world of wine, Elona grew up on a wine farm in South Africa. After graduating from the University of Stellenbosch with a degree in Viticulture and Oenology, she completed a couple of harvests before joining South Africa’s producer-focused magazine WineLand as journalist. A move to London meant a new adventure and Elona joined Bibendum’s marketing team to head up brand communications.