Shopping for more than 253 billion euro per year for wines that cost more than 100 euro and for 12 billion for dream bottles with prices above 1000 euro
During the past few years the high end wine market has increased. It has gone from 77 billion euro in 1995 to 253 billion euro in 2015 (study by Bain & Company in 2016). At the same time, the index of WS auctions showed an increase of 300% in value.
This sort of increase is worthy of the best bonds on stock exchanges and an evident preference of the richer consumers for finer wines.
Luxury Wine Marketing by Liz Thach and Peter Yeung
<<The luxury wine category contains all that is rare and with beautiful aesthetics >> explained Liz Thach, Master of Wine and professor at the Wine Business Institute di Sonoma, to Wine Searcher <<it supplies a sense of privilege and elegance>> in other words those who can buy exclusive and expensive bottles feels privileged and this is something that become quite irresistible.
The book Luxury Wine Marketing by Liz Thach and Peter Yeung studies in fact the desirability of a luxury wine and the elements that make it stand out. In fact, while the market proposes a growing number of extremely expensive bottles, the estate information is quite scarce. This report starts from a database of 8500 wines with a price over $ 100 per bottle, divided per grape variety, region, type and price, and considering the vintages from 2010 to 2016. The main sources used by the authors were Wine Spectator (WS), Wine-Searcher, The Encyclopaedia of Champagne and interviews.