With the incredible rise in craft spirits and craft breweries, why is it that craft wine hasn't become the latest buzzword? According to the Craft Spirits Data Project, craft distilleries increased 15.5% from August 2017-2018. In addition to increased production of craft spirits, they are being increasingly demanded and consumed, especially by the millennial generation.
Does craft wine even exist as a category? The definition of a craft spirit from the American Distilling Institute is "Craft spirits are the products of an independently-owned distillery with maximum annual sales of 52,000 cases where the product is physically distilled and bottled on-site." (https://distilling.com/resources/craft-certification/). A few organizations have tried to apply this to the wine industry. For instance, the Craft Wine Association, a non-profit, certifies small-run wineries as "craft" and is trying to make craft as recognizable to the customer as sustainably sourced wine or biodynamic wine.
With continued consolidation in the industry, the wine industry might have a lot of learn from craft spirits and beers. Especially in terms of meeting millennial demand for new and innovative products, as well as through that have craft authenticity, there should be a marketable opportunity for wineries to distinguish themselves based on size and limited edition runs.
Other Sources:
https://www.craftwineassoc.org/index#what-is-ccw
https://www.winemag.com/2018/09/27/craft-distilleries/
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