In part three of our preview of 2011, Euromonitor International tries hard – very hard – to find areas of optimism for the world’s wine companies.

Key trends – From New World wine to a new world for wine

Simplification initiatives, new media campaigns, eco spin and millennial targeting will continue to reshape the wine market. From the introduction of PET bottles to Facebook, Twitter and iPhone applications, and from organic offerings to specialist forums, the democratisation of wine will be key to retaining and expanding audiences. At the same time, the eventual sophistication of consumers will translate into a more critical revisiting of the supermarket aisle and ubiquitous, special offer-orientated propositions. The New versus Old World dichotomy will continue, but the massive differences in positioning and marketing techniques of the past will be gradually ameliorated.

Other sparkling wine: He who laughs last

While other sparkling wine failed to immediately take advantage of Champagne’s spectacular collapse – largely due to the latter’s aggressive discounting strategy – the tipping point marking the transition towards a category formerly pigeon-holed as a trading-down alternative is now upon us. Following enforced, albeit successful, experimentation over the tumultuous 2009/2010 period, consumers of other sparkling wine appear to have started to develop loyalties to the segment, which is expected to make massive gains moving forward. Champagne, on the other hand, faces an uphill battle.

Companies to watch

The major point of interest in 2011 will be what happens to Foster’s Group’s wine operations, Treasury Wine Estates. With the Australian company’s beer operations, Carlton & United Breweries, likely to be swallowed up, this will leave Treasury Wine Estates on its own. However, excluding private equity, there seem to be few other companies which would be interested, let alone have the money, so it may well remain an independent force.

A notable trend at the end of 2010, was companies looking to divest operations they no longer see as key. This has had the greatest effect on wine.

Rémy Cointreau seemed to start the trend with its decision to sell off its Champagne division. While Pernod Ricard would be interested in expanding its Champagne range, its acquisition ban and