Navigating the Maze of Change: Lessons from the Bulk Wine Fair and ‘Who Moved My Cheese’

Back at the end of November, I had the privilege of attending the Bulk Wine Fair in Amsterdam—an event where producers and buyers from all over the world gather to exchange ideas, trade, and sample outstanding bulk wines. Yet, amidst the excitement, I noticed a shared sentiment: uncertainty. Markets are shifting, consumer preferences are evolving, and some of us seemed to be asking ourselves: what is happening to our cheese?

This reflection took me back to the classic book “Who Moved My Cheese?” by Spencer Johnson. The story follows four characters: two mice named Sniff and Scurry, and two little humans, Hem and Haw, who live in a maze and rely on a constant source of cheese. One day, the cheese disappears.

The mice, trusting their instincts, quickly set off to search for more cheese elsewhere in the maze. But Hem and Haw, tied to their habits and fears, remain immobile. Eventually, Haw realizes that waiting will get him nowhere. He decides to venture into the maze, leaving behind his fear and comfort zone. Along the way, he writes lessons on the walls to inspire Hem and anyone else who might find them.

Why is this story relevant to us? Because we, as individuals or professionals in any industry, are also in a maze. Our “cheese”—traditional markets, familiar practices—is moving.

At the Bulk Wine Fair, I noticed how discussions centered around market saturation and shifting consumer preferences. The recently released report “State of the International Wine Markets in 2023” provides valuable insights into these changes.

In 2023, the global wine trade experienced a decline in both volume and value, driven by reduced real incomes, post-pandemic overstocking, and shifting consumer preferences. Sparkling wine has performed better than other categories, with Italian sparkling wines showing growth in export value. Meanwhile, still wines have faced significant challenges.

Another noteworthy point is the shift in consumer preferences away from heavy oak and high-alcohol styles. Instead, consumers are opting for fresher, fruit-driven, and smoother wines.

But here is the key lesson from Who Moved My Cheese?: change is not a threat; it is an opportunity.

So, how can we adopt the mindset of Sniff, Scurry, and Haw and explore new opportunities?

The report suggests three key strategies:

1. Fostering traditional consumption of classic wines while targeting higher income aficionados.

2. Enhancing and promoting new types of wines to appeal to younger and more diverse consumers.

3. Reinventing wine products to attract those further removed from traditional wine preferences, such as creating low-alcohol or alcohol-free options.

Let us think about sustainability. Increasingly, consumers are looking for wines that reflect ethical and responsible practices, such as CO2 emissions reduction.

Finally, I want to emphasize something we often overlook: mindset. Like Haw, we must dare to leave fear behind and embrace exploration. As we venture into unknown territories, let’s remember Haw’s motivational question: “What would you do if you were not afraid?”

The cheese, like the market, is always moving. But that is the beauty of it: every movement is an opportunity to grow, to discover something better, and to share our passion for wine with the world.

So I invite you to join me in embracing this spirit of adaptation and adventure. Let us step boldly into the maze and find our new cheese together.