The Wine Shift
Reinier BroeksConsumer behaviour, public health, and wine economics, analysed from Europe. Waking up the wine industry before the consumer does it the hard way.
| Platform |  | Pricing | Freemium | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 31 | Founded | 2 years ago | Last Issue | 6 days ago |
| Active | |||||
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reinierbroeks.substack.comLatest Issues
Make it sweet, call it dry: why we secretly like sweetness
‘I like dry wine.’ You hear it all the time. Yet give someone something subtly sweet and a smile often follows.
Welcome to the world of ‘make it sweet, call it dry’. It is a remarkably effective strategy, rooted in a preference we develop...
Michelin hands out Grapes in Bordeaux. Château Latour is nowhere to be seen
On 7 September, Michelin presented its second Grape selection, this time for Bordeaux. Its corporate press release counts 83 selected estates. Another Michelin article opens with 84 and announces 38 producers with one Grape, while the corre...
The Michelin Grape gives wine buyers trust. But based on what?
Since 7 July, Michelin has been rating wine producers with one, two or three grapes. Burgundy went first; Bordeaux followed today. That gives the consumer a foothold in an opaque market. Domaine Arnoux-Lachaux received one grape. The estate...
The wine consumer as alibi
There he is again: the changing wine consumer as alibi. The moment the wine market stumbles, he shows up as the suspect. The explanation sits outside the sector, so the sector never has to look at itself first.
The list is familiar by now....
Beaujolais almost vanished from the Dutch market. Is there a way back?
Frontenas, 19 August 2026. Crates of hand-picked Chardonnay wait for the tractor at seven in the morning. The fruit goes to the local cooperative and leaves the region as Crémant de Bourgogne.
In 2025, according to French customs, 180,000...
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Authors
The writers behind this newsletter.
The wine world is shifting. Reinier Broeks wants to wake up the industry before consumers do. An investigative journalist and wine writer following the forces reshaping what we drink — and why.
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