A trend that’s here to stay
Domaine Bergeville opened its cellar doors for the very first time 2014. Seven years later, Eve Rainville notes how much consumers’ reasons for choosing her wines have changed. “At first, being organic brought in maybe 2 or 3% more customers. The wow factor was that we were producing sparkling! Today, people truly want vegan, organic and natural wines. It’s the younger generations who grew our customer base. They care about what’s most natural and authentic,” she explains.
The buy local trend, which gained momentum in the COVID-19 pandemic, also benefitted producers. “Things are crazy! Even more so this year. I just finished bottling my whites and rosés and I don’t have a single one left!” exclaims Stéphane. “Quebecers are wine drinkers! Last year, when the pandemic hit, I had to handle the deliveries myself because I didn’t want to put my employees at risk. By being in direct contact with merchants, I was really tuned into the kindness of people who want to support local, and that really gave me a boost.”
There’s no doubt that organic and local are what today’s consumers are looking for, but will the trend turn out to be just a fad? Mélanie Gore believes it is a deep-seated movement that has been taking shape for a while now. The transition to organic has been at the core of growers’ concerns for at least the past five years and goes hand-in-hand with the artisanal approach that many local producers have adopted. “Certification ticks all the last boxes. Growing organic builds on their drive to evolve and improve their products,” she affirms.
Eve Rainville agrees: “The way things are going, it looks like it’ll be around for a long time! If, as a population, we have the opportunity to get back to the land, I think the movement will endure. I believe current circumstances are bringing people back one way or another.”