Wines.com CEO Khuram Dhanani Speaks On Industry Trends

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Khuram Dhanani, President and CEO of Wines.com, discusses six innovative shifts transforming the $70 billion dollar United States wine industry.

Khuram Dhanani, President and CEO of Wines.com, recently highlighted six powerful trends shaping the $70 billion dollar wine industry in the United States. Dhanani strongly believes these six dynamic trends will become a significant driving force in how people consume and interact with wine in the years to come.

Trend #1: Beyond The Obvious

Wine experiences that are not commonly shared (lesser-known and unfamiliar wines) are in for 2019. Try wines from “unfamiliar regions” – after all, your post about your exotic, rare find is a lot more apt to go viral than drinking the same bottle as everybody else. It’s an exciting year for wine, and luckily, the industry hasn’t stalled when it comes to keeping their products fresh.

Trend #2: Purpose Driven

Young people, increasingly grappling with the possible implications of climate change, have flocked to products that are purportedly “green". Low carbon footprints, as well as ethical concerns about the protection of animals from the food production process, are exciting selling points for big parts of the wine market who now prefer to link their consumption to causes they believe in.

Trend #3: Hold The Alcohol

According to Khuram, younger wine drinkers are driving many of these trends, with demands for unique products that demonstrate both their individuality and their commitment to clean, individual, and healthy living. The health concerns associated with regular alcohol consumption (and/or binge-drinking), may have inspired younger folks to take a second look at these unconventional products with minimal (or no) alcohol.

Trend #4: Tell Me More

As consumers become more familiar with the intensive manufacturing processes that accompany wine production, they become more concerned with the process as it relates to their own health. What naturally follows these concerns about artificially-intensive wine-making processes is a demand for more holistic wine choices.

Trend #5: Minimalism

It is a hot time for wines made in low-tech productions, Khuram affirmed. Consumers are naturally gravitating towards more natural flavors and a more restrained environmental impact. These rustic entries offer many of the benefits mentioned above by reducing the wine’s environmental impact while also offering a lighter, cleaner, and fresher overall flavor.

Trend #6: Can Is The New Cool

Interest in canned wines is also being driven by the millennial market. Food & Wine and Town & Country Magazine have both already released top lists of affordable canned wines. That’s the other major selling point of these unique drinks. Canned wines offer price sensitive options for those with less disposable income to spend on alcohol, but who want the same punch of flavor.

Dhanani stated, “Due to the fast-moving nature of digital, it is critically important for us to stay on the cutting-edge and think five moves ahead. In this business, the alternative to getting ahead is getting left behind, which simply isn’t an option.”

About Khuram Dhanani
In 2018 Khuram Dhanani was named President and CEO of Wines.com, which was one of the first wine websites ever registered on the internet, dating all the way back to 1994. Prior to leading Wines.com, Khuram Dhanani was the founder of Clear Spark, where he grew the company via strategic partnerships with e-commerce giants like Amazon, Living Social, Groupon, & Overstock, and successfully exited the company in 2014.

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Kate Klemens
7W Media
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