At-home wine consumption and subsequent need for storage grew during the COVID lockdowns. But will the sales momentum of dedicated wine fridges be maintained?

Neff KU9202HF0G N 70 wine cooler with glass door has an adjustable temperature zone, bamboo shelves and 21-bottle capacity

During the COVID lockdowns wine sales rocketed, as consumers unable to visit bars or restaurants drank their favourite tipple at home.

It subsequently meant a greater focus on how wine could be stored, with the inclusion of dedicated cooling and conditioners in kitchen projects.

Sponsored Video

Embrace Hygge with Pronteau Scandi

Marketing manager at Dunavox GB Jack Healey comments: “Dunavox GB found sales of both freestanding and built-in wine coolers increased.”

And this is reflected by retail insight from Simon Plumbridge, category manager of Gaggenau, who adds: “I was talking to a designer, recently, who told me that they has specified more wine cabinets into kitchens in the last two and a half years than in the last 10 years.”

Wine popularity

This trend for wine storage hasn’t just been in the connoisseur segment of the market, as according to a YouGov survey in Nov 2021, a third of British alcohol drinkers drink wine most often.

The Bertazzoni  WC605BLX2T built-in wine column can preserve up to 80 bottles across two temperature zones spanning 4°C to 18°C. It features UV light shielding, floor-length door glass and customised lighting.

Head of marketing at CDA Carrie Bell adds: “The interest in wine has never been greater in the UK and Ireland with consumer spending on wine and beer remaining buoyant. The prosecco boom helped – it is a wine that has to be properly chilled.”

Fortunately, for kitchen retailers and designers, the trend for home cooking and entertaining shows no sign of abating.

With the cost-of-living crisis encouraging consumers to cut back spending, it could see behaviour of the lockdowns set to stick, with less eating out and more eating in.

Managing director of Stoneham Kitchens Adrian Stoneham adds: “With the hikes in living costs, we anticipate that sales in wine storage will continue to rise, with more people wanting to entertain at-home.”

Storage variety

So what wine storage appliances should retailers consider selling to capitalise on sales?

Dunavox Sera wine fridges offer an alternative way to display a collection of champagne and prosecco, supporting them horizontally, rather than front to back. Available in undercounter and freestanding models

Adrian Stoneham comments: “We’ve seen more variety in the types of storage customers are choosing – both big and small.

“This includes wine chillers integrated into counters and islands as well as expansive floor-to-ceiling bottle wine cabinets.

“There has also been demand for bespoke pantry bars. As well as including shelving for glasses and bottles these pantry bars include a drinks preparation area and crafted bottle storage drawers.

“Smaller design features that have gained popularity during COVID and beyond include single wine coolers built into a table or worktop and under-counter cruciform wine racks.

However, the most popular type of wine storage seems to be under the counter.

Part of the Prima appliance collection, from PJH, this 300mm wine cooler has a 19-bottle capacity and six wooden shelves with white LED display and interior light

Simon Plumbridge of Gaggenau states: “Designers are reporting that customers who are buying a wine cabinet for the first time are not willing to go up to a full-height, 100 bottle model.

“The clients are more likely to choose an undercounter model, one that might fit into a dishwasher space.”

But that doesn’t necessarily mean they are spending less, as marketing manager of Smeg John Davies says: “People have invested in more premium products and treated themselves. This could explain why some customers decided to go for a 600mm instead of a 450mm in column, built-in wine cooler.

Now, more than ever, there is a wide choice of wine cooling storage available to consumers.

According to Rob Brooks, product manager of Prima appliances at PJH: “In terms of PJH’s most popular wine storage models, by far the biggest seller for us (in the past 12 months) is the 300mm wine cooler, taking 84% of all our wine storage sales.”

Whereas Jack Healey of Dunavox GB states: “Currently our most popular models are our range of 400mm and 500mm wide undercounter models. We fill the gap between a 300mm and 600mm wide model.”

It is this variety of wine coolers, spanning from 7-bottle models up to a capacity of more than 100, which opens up design opportunities.

In addition, it can also provide wine storage to a broader church of consumers. Carrie Bell of CDA adds: “The greater availability of wine coolers and the price spread has made the appliance more attractive to consumers.”

Trade-up naturally

Such a  diverse assortment of wine cooling also allows kitchen designers and retailers a natural trade up, from greater capacity to multiple temperature zones.

This full height wine cooler from CDA offers 55-bottle storage in the upper zone and 62 bottle storage in the lower zone. It has 14 wooden shelves, UV smoked glass door and electronic controls

Business unit head refrigeration of BSH Home Appliances Valerie Posner believes there is still some need for consumer education required about the importance of temperature zones in wine storage: “Many people don’t realise that a wine cabinet will enhance the flavour of both red and white wines because it stores them at the correct temperature.

“Being able to set different temperatures within the same cabinet offers consumers flexibility, as well as perfectly stored and ready-to-drink wine.“

Connected wine

Of course, like most major domestic appliance categories, there is also the option for consumers to trade up to connected models.

Haier Wine Bank 50 Series 7 is offered in 42 or 77-bottle capacities and boasts Wi-Fi connectivity through the hOn App to organise the wine collection. It boasts two temperature zones and an adjustable door

These Wi-Fi-enabled wine storage appliances can offer consumers an assortment of benefits from the Haier Wine Bank 50 Series 7, which using the hOn App, allows users to scan the label of wines to catalogue and suggest food pairings.

Whereas, connected Gaggenau wine cabinets allows users to bring the temperature of a compartment from long-term storage to drinking or to choose the level of presentation lighting, all remotely.

Although consumer requirements may differ, industry experts believe connectivity will become ever more important in cooing appliances.

Simon Plumbridge of Gaggenau states: “I think connectivity is always going to play an important part in any future engagement with domestic appliances.

“To give the customer the ability to control the products wherever they are, whenever they want to, can only be a user benefit.

“How often, and at what level the client engages that connectivity is completely up to them, but they will engage with it in a certain way.”

In fact, such is the importance of connectivity Jack Healy adds; “Dunavox is working to bring all our models up to the ‘connected’ status – being able to control your wine cooler from an app will be the next big thing, which is why are concentrating on it this year.”

Priority appliance

So what does the future look like for wine storage, as part of a kitchen sale? Industry experts agree theses appliance could be a lucrative addition to a project.

The Gaggenau Vario wine climate cabinet 400 series boasts three temperature zones, fully extendible oak shelves and a choice of five pre-programmed light options.

Valerie Posner of BSH Home Appliances states: “I can see the market continuing to grow as consumers gain more knowledge and awareness about the best way to store wine.

“In particular, when people are remodelling their kitchens, I see a wine storage appliance being a priority from the very start of their plans.”

And Jack Healey is even more emphatic, as he states: “We believe the market is set to grow vastly. With more people drinking from home, consumers are investing in home bars, drinks cabinets or simply luxury for a more luxury way to store their at-home wine collection, in the form of a wine cooler.”

He concludes: “At Dunavox, we predict the UK wine storage market is heading into a new age of product development and market growth.”