Bibendum implements trend predicting data tool

25 August 2016

Want to know what next year's big wine story is going to be? Bibendum believes it has a way of finding the answer, thanks to its new data tool, Mode, aimed at capturing wine trends before they even happen.

Devised by Bibendum's insights team, Mode doesn't rely on sales data, which only reveal trends once they've started, but is, instead, aimed at spotting wine trends as soon as they start happening.

The data is gathered by a specialised team, all of whom monitor the leading restaurants and bars in their sector – and regularly gather information from their wine lists. The data is then analysed on a monthly basis, with the team identifying recurring themes and emerging trends.

With around 100 accounts contributing to Mode's data, Bibendum is confident in its ability to spot emerging trends, and has used its findings thus far to aid the selection for its autumn tasting line-up on 12 September.

As well as a focus on 'forgotten regions' such as Jurançon, Etna and Minervois, there is a heavy leaning towards alternative sparkling wines from unexpected French regions, England and the New World. Premium South Africa and Pinot Noir will also feature strongly.

Mode data has also been solely used to select the wines for Bibendum's 'Trends Trail' – a selection of 'quirky' wines being displayed at its autumn tastings.

Currently, the information is not available to the wider on-trade – and Bibendum plans to use any findings to help existing customers. 'We have people coming to our insights team asking, "What's cool?",' says Bibendum's Claire Page. 'It's more of an advisory tool for us. Customers come to our insights team, and we can advise them.'

'Mode demonstrates how we can deliver added value that is over and above what our competitors are offering,' added the company's marketing director, Mat Bird. 'We can help our customers create lists that will help them sell more as a result of being ahead of the trend.'

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