Wine discoveries extremely important to industry professionals

A SURVEY shows that 95 percent of wine professionals say that new wine discoveries are extremely, or very important to their professional development, while for 83 percent, discoveries are very important to business growth.

The most important reasons for making new wine discoveries is to “stay current” on trends, regions and wines; 28 percent cited the importance of always learning and gaining more knowledge, while 14 percent cited “personal interest” and “keeping my job exciting and interesting.”

On business growth, 23 percent said “increased sales” is the major reason for wine discoveries. “Growing business” and “attracting new customers” are business drivers behind the search for new products.

Spain is a leading country for discovery of new wine regions. Wine industry professionals surveyed ranked Spain as the most likely country to unveil a “yet to be discovered” wine region.