BXP - April 2018 - 41

41

Drinking in the Luxe Life
A look at new drinking trends
and the evolution of luxur y beverages.
By Luigi gAreLLA

What is the luxury frontier when we think of beverages?

Fan explains that counterfeits can be seen as a way to make

Wine has long been the center of attraction in this respect.

the drink more easily available because the concept behind

The 2016 "Premium Wine Luxury Brand Status index (LBSi)"

some of the world's most sought after wines is rooted in

survey by The Luxury institute found that 90% of affluent

prestige versus taste.

consumers in the united States self-identify as wine drinkers,
with 58% drinking wine at least once per week.

Fan goes on to quote Suzanne Mustacich, author of the
book Thirsty Dragon. "enthusiasm for the concept of wine

emerging markets such as China have primarily been se-

outpaced concrete knowledge," Mustacich said. "[Most]

duced by the allure of what used to be a typically european

Chinese people didn't really know what wine is supposed to

product. These consumers sought out prestigious imported

taste like, so it was spectacularly easy to get away with." in

brands but we are now seeing more emerging markets birth

her reportage, Fan shared these insights from her interview

brands of their own, often with their own local production.

with Mustacich, "Few people understood that Bordeaux was
not a brand but the name of a region. Counterfeiters started

We've seen this before in the luxury beverage market's his-

obtaining empty bottles of expensive wine and filling them

tory; this is exactly what happened in the now world-famous

with plonk, and even created ersatz wine by mixing sugar

Napa area in California in the 19th century. in her New yorker

water with artificial color and flavor."

article, "Can Wine Transform China's Countryside?" Jiayang

BXPMagAzine.com


http://bxpmagazine.com

Table of Contents for the Digital Edition of BXP - April 2018

Bxp - April 2018
Contents
Editor’s Letter
The Scene
Innovative Wine Accessory
Chief Experience Officer: Thirst for Improvement
Drinking in the Luxe Life
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: India
BXP - April 2018 - Intro
BXP - April 2018 - BB1
BXP - April 2018 - BB2
BXP - April 2018 - CT1
BXP - April 2018 - CT2
BXP - April 2018 - Bxp - April 2018
BXP - April 2018 - Cover2
BXP - April 2018 - 1
BXP - April 2018 - Contents
BXP - April 2018 - 3
BXP - April 2018 - 4
BXP - April 2018 - 5
BXP - April 2018 - Editor’s Letter
BXP - April 2018 - 7
BXP - April 2018 - The Scene
BXP - April 2018 - 9
BXP - April 2018 - 10
BXP - April 2018 - 11
BXP - April 2018 - 12
BXP - April 2018 - 13
BXP - April 2018 - 14
BXP - April 2018 - 15
BXP - April 2018 - 16
BXP - April 2018 - 17
BXP - April 2018 - 18
BXP - April 2018 - 19
BXP - April 2018 - 20
BXP - April 2018 - 21
BXP - April 2018 - Innovative Wine Accessory
BXP - April 2018 - 23
BXP - April 2018 - 24
BXP - April 2018 - 25
BXP - April 2018 - 26
BXP - April 2018 - 27
BXP - April 2018 - Chief Experience Officer: Thirst for Improvement
BXP - April 2018 - 29
BXP - April 2018 - 30
BXP - April 2018 - 31
BXP - April 2018 - 32
BXP - April 2018 - 33
BXP - April 2018 - 34
BXP - April 2018 - 35
BXP - April 2018 - 36
BXP - April 2018 - 37
BXP - April 2018 - 38
BXP - April 2018 - 39
BXP - April 2018 - Drinking in the Luxe Life
BXP - April 2018 - 41
BXP - April 2018 - 42
BXP - April 2018 - 43
BXP - April 2018 - 44
BXP - April 2018 - 45
BXP - April 2018 - 46
BXP - April 2018 - 47
BXP - April 2018 - 48
BXP - April 2018 - 49
BXP - April 2018 - The Debate
BXP - April 2018 - 51
BXP - April 2018 - 52
BXP - April 2018 - 53
BXP - April 2018 - 54
BXP - April 2018 - 55
BXP - April 2018 - 56
BXP - April 2018 - 57
BXP - April 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - April 2018 - 59
BXP - April 2018 - 60
BXP - April 2018 - 61
BXP - April 2018 - 62
BXP - April 2018 - Ad Index
BXP - April 2018 - The List: India
BXP - April 2018 - Cover3
BXP - April 2018 - Cover4
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