On "Critter" Wine and Retail Alignment

Ran across this bit during my morning coffee:

http://www.palmbeachpost.com/state/content/state/epaper/2006/05/20/c1a_wine_0520.html 

"Critter" wine brands and the increase in popularity of wine-centric dinners… (See http://www.nytimes.com/2006/04/23/magazine/23wwln_consumed.html?ei=5090&en=d2b6e2d979edbca7&ex=1303444800&adxnnl=1&partner=rssuserland&emc=rss&adxnnlx=1148386243-2vcQanXXbhMIrn78x4Pqiw for a glimpse into the "critter" concept.)

I touched on some aspects of this wine trend the other week (see http://www.foodproductdesign.com/blogs/doug/?m=art&a=65h1112585.html). This is interesting not only because wine has passed beer in the highly competitive adult-beverage market, but for the associated trends that might reveal themselves as a result of this shift. The combined influences that are driving wine into the forefront of mainstream America inevitably have other commonalities that are manifesting themselves through food. After all, wine is at its best as an accompaniment to food.

Co-branding might be one option for product designers to align specific foods with wines. For example, when a manufacturer is ready to release a new heat-and-eat upscale entrée, they could work with a winemaker to provide suggestions for accompanying vino on the label.

Restaurants that pair wine with small plates are not only trendy, they succeed in considerably boosting check averages (here's an example of a Chicago restaurant that centers on this concept: http://www.volorestaurant.com/menus.html; Spanish tapas is also a natural: http://www.looksmartspanishfood.com/p/articles/mi_m3190/is_36_39/ai_n15384875; here's a bit on a Southeastern chain that's capitalizing on the concept: http://www.palmbeachdailynews.com/biz/content/business/BizGrape0430.html).

What's to stop product designers from taking this concept to retail? Although label-based wine suggestions might help steer consumers in the right direction, small plates are so synonymous with sipping the grape that just the existence of the products in the frozen-food section, ready to heat and eat, might effectively tap into the energy we're seeing in the wine section.

Of course, other opportunities exist in this realm. These are only two examples of how to capitalize on the popularity of wine.

Sometimes, it's not only the primary trend that should demand all of your attention. Paying attention to other, largely untapped, currents of energy running alongside that notable bolt of lightening--just waiting for the right environment to surge into their own spotlight--can also prove quite profitable and lead product development in new directions.