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The Future of Wine

What will we be drinking in 2050?


Trends change more quickly than ever nowadays, constantly vying for attention. Which ones ought we to follow? This is a significant question for wine merchants and sommeliers – and for winegrowers one of existential importance.

MUST Cover © MUST - Fermenting Ideas

Developments like ‘natural wine’ and ‘orange wine’ have spread their ripples rather quickly across the surface of the international wine scene, definitely affecting the behaviour of consumers. Methods of production and the origins of a wine now come more frequently into focus when making purchasing decisions. But how does the coming trends look? What will the next few years bring? What is to come? And how much of what is to come will remain?

What we will be drinking in the year 2050 is not only dependent upon the dictates of fashion, but also determined at least as much by climate change, by globalisation and by technical innovations. Climatic changes are already stirring up the world of wine, demanding that adjustments be made in matters of viticulture and vinification. How might the character of certain winegrowing regions change, and will the familiar identities of some wine production areas undergo significant metamorphoses?

MUST Wine Tourism © Web

Experts from all angles

At MUST–Fermenting Ideas, the wine summit in Cascais, near Lisbon in Portugal, scientific researchers, viticultural theorists, master sommeliers, critics and winegrowers will be holding forth on the future of the world of wines.

For example, José Vouillamoz, one of the leading scientists involved in research concerning the DNA of individual grape varieties, can most effectively supply information concerning how we are missing some old but unknown varieties. Who knows, maybe we can even understand how these varieties can change the world scene in both the short and the long-term.

Or Eric Asimov, wine critic for the New York Times, who is a strong proponent of wines made from typically unknown grape varieties, and who will report on their potential for success.

Or Master Sommelier Geoff Kruth who, as president of GuildSomm (with nearly 12,000 members), knows exactly where the difficulties and the demands of the professional wine community lie. Additional speakers include the doyen of Port, Paul Symington, natural wine’s champion Alice Feiring and scientific author Jamie Goode. Sommelière Michelle Bouffard will speak about Canada, while Felicity Carter and Mariette du Toit-Helmbold will dissect the effects of tourism on wine producing regions: its good and its dangerous aspects. Richard Halstead will expound upon on how to address Millennial demands, Victor de la Serna will deliver a welcome back speech to indigenous varieties after the eminent danger with invasive grape varieties, and Stephen Li will give an account of the impressive variety of terroirs found in the winegrowing regions of China. Huiqin Ma, who is professor at China Agricultural University will speak about weather Asia is redefining wine styles. Cathy Huyghe will focus on wine marketing, innovative ways to promote and sell wines online and Matthew Jukes will measure the importance of English sparkling wine and compare it with Champagne.

Must Eric Asimov The New York Times © Must - Fermenting Ideas
Eric Asimov, The New York Times © MUST - Fermenting Ideas
Must Jose Vouillamoz © Sedrik Nemeth
José Vouillamoz, Co-Autor von "Wine Grapes" © Sedrik Nemeth

MUST – Fermenting Ideas

This summit meeting is being organised by noted Portuguese wine critic Rui Falcão, and Paulo Salvador – journalist, moderator and editor of the Portuguese television network TVI.
Must – Fermenting Ideas will be held 7–9 June in Cascais, Portugal, only about 15 minutes from the airport in Lisbon. The cost for this high profile Conference for the Future is 920 Euros (plus VAT).

PICTURES (downloadable)