It’s difficult in today’s day and age to take a second to slow down and breathe. It seems that every moment our attention is being pulled in a million different directions, principally from the technology involved in our lives. Even while our phones are off, they still ping at us with small notifications, beckoning you to light up the tiny screen in your pocket. It is for this exact reason that the ability to stop and enjoy a moment has become a small luxury in our world. Though this change has been gradual, its effects have been noticeable – particularly in how people choose to spend their free time, and where they choose to spend it. This in combination with a shift in alcohol buying habits (less often, higher purchases) has no doubt created a challenging set of circumstances for the industry – but it also creates a unique opportunity.
Last December on a popular online wine forum, an anonymous user posed a question to those who work in wine retail asking how they were faring. While most responses were grim, one stuck out – “25% up on last December.” When asked why, the user remarked that they were an “old school merchant – brick and mortar, relationship based. Imperfect but authentic.” While the account from this individual may be an exception, it is not a coincidence. It is becoming clear that consumers are now choosing to spend their time and money at spaces that embody this style of hospitality. Places where they have an opportunity to slow down, have a real conversation, and maybe even develop a relationship, a reason to come back.
We decided to dig in locally to see how this trend was manifesting in Detroit by getting responses from local industry professionals and consumers. Diego, a local professional with experience in retail and on-premise stated “People are used to a ‘turn and burn’ style of hospitality but when you are able to slow down you can meet needs in a different way.” He emphasized that meeting guests where they are is essential even if you must “hold someone’s hand for a little while.”
These points may seem obvious, but it is essential to understand how important they have become. When consumers, especially younger ones, decide to go out and buy drinks (either retail or on-premise) it is not a need – it is a luxury. With it being a luxury, they are expecting a whole different experience. They are not getting their oil changed on their car or tires rotated. They are intentionally going out of their way to have a unique experience and enjoy their time.
Eli, a proprietor of a small wine shop had a brief but profound statement for us – “It’s not about generating a sale, it’s about cultivating a relationship.” While this may seem counterintuitive to the entire idea of sales, it is a key concept to understand how to succeed in today’s environment. This is “Old school, straight-forward hospitality.” It is remembering someone’s name. It is asking what they cooked last weekend. It is guiding rather than pushing. It is imperfect, human, and authentic. In a time when alcohol is increasingly viewed as a luxury purchase, the experience surrounding it matters more than ever. People may buy less often, but when they do, they want it to feel meaningful. They want to feel seen.
Technology will continue to evolve. Buying habits will continue to shift. Categories will rise and fall. But the fundamentals do not change. Relationships win. Trust wins. Authenticity wins. In an industry chasing innovation, automation, algorithms, and efficiency, it’s ironic that the clearest path forward may be the one we’ve known all along.
And in the end, old school, straight-forward hospitality always wins, and we like to think we lead by example. And we are here to help.