The way we live has changed since the pandemic: we don’t eat the same, we don’t drink the same, and we don’t talk the same. That is why even the emergence of tendencies and experiences had to re-establish itself.
During social isolation, consumption preferences for both economic and emotional aspects were reset. One of the clearest consequences was reflected in the consumption of alcoholic beverages during the pandemic.
To get an idea of how the scenario has changed, in September 2020 the Pan American Health Organization (PAHO) conducted a survey on alcohol consumption in 33 countries in Latin America and the Caribbean.
These surveys were conducted between May 22 and June 30, 2020, with results showing that:
- Beer was the most commonly consumed alcoholic beverage, followed by wine and then distillates.
- 11.2% of participants reported that their alcohol consumption increased between 2019 and the publication of the study.
- On the other hand, 27.1% of the participants assured that their alcohol consumption had decreased; While 61.6% remained at the same consumption level as before the pandemic.
- However, 32% of those surveyed admitted to having a “highly episodic consumption of alcohol”, particularly the segment of young people aged 18 to 39.
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Health: a definite aspect among current trends and experiences
The panic and anxiety that has persisted since the onset of the pandemic has taken its toll on people’s physical and mental health.
Difficulties in sleeping and resting were exacerbated by the desire to follow a healthy lifestyle to gain immunity.
Not only did this benefit the consumption of nutritional supplements and boost the consumption of plant-based foods, but the alcoholic beverage industry reconsidered its strategies to get closer to its consumers.
Go out into the world and make time
While a large part of the population managed to take refuge at home during the pandemic, when the period of social isolation ended, the desire to travel the world resurfaced.
The best example is Google, which highlighted the shift in the word “travel” to its searches in 2022. There was an increase of 90% in this period as compared to October 2020.
Although consumers were eager to leave home, not everyone was in a position to make a “revenge trip” in Spanish.
Factors such as unemployment and new economic housing for families have not made it easy for everyone to travel widely or move to distant areas; However, it has provided enough incentive for them to get involved in various ways:
- Food & Beverage
- novel experiences
- new hobbies
- sense of calm
We invite you to read: 2023 Consumer Trends Point to Health and Wellness
Wine and hiking: associations between trends and experiences
In search of experiences that break out of the routine and require relaxing in the open air, Mexico City spawned an experience that is one of the most beloved activities in La Rioja, Spain: wine-infused hiking .
According to Statista data, Spain is the world’s third largest wine producer, after Italy and France, and above the United States, Australia, Chile and Argentina.
In 2022 alone, 35.7 million hectoliters of wine were produced in Spain, with La Rioja as the first historical region. This is where hiking has created an extraordinary “coupling” with wine, to such an extent that the Sendeiroja site alone holds the record for 156 hiking trails in this region.
Adopting a trend for new territory
Returning to the aforementioned background, hikelier (a portmanteau of the words hiker and sommelier) Fabiola Nieto creates wines for the hiking experience.
The specialist and his team are the pioneers of this type of experience at the San Nicolás Totolpan Agedal Park, located on the Picacho Ajusco Highway in Mexico City. From there, they provide their visitors with trends and experiences with wine:
- Scroll control, since it is an outdoor activity that requires attention to what is happening at the moment and also has physical demands, it is easy to forget about the phone and daily life. Finally, there is the luxury of a digital detox.
- Enjoy life as a starting point for opening up to new experiences that also connect with the environment. During this experience, you not only take a walk amidst nature, but you also have access to an expertly guided wine tasting and a stunning ever-changing pairing.
- Responsible consumption. Both for the amount of wine received during the tasting and for the use of accessories throughout the experience. Disposals are limited to avoid generating waste and even wine service is learned about, among other details.
- Extensive and changing catalogue: both a wine label and a way to experience it. Depending on the expertise of the group meeting, simple or complex routes can be selected.
- Look for quality, as in Malbec from Bodegas Santa Julia, a winery from Mendoza, Argentina. Its balanced character, intense tonality and red fruits provide a balanced experience on the palate, which can be paired with cochinita pibil or a cold meat ciabatta, resulting in a pleasant and affordable price.
