Creative autonomy, catharsis, and community are just some of the reasons people choose to do-it-yourself. From music venues to to zines, DIY defies the restraints of corporatized products and services. More and more, consumers are casting off the shackles of consumerism and doing it themselves.
While homebrewed beer is seemingly the most popular DIY alcoholic beverage, the DIY mentality has also found its way to wine. Consumers express interest in making their own wines on social media, turning to platforms like Facebook, Twitter, and Instagram to crowdsource advice and share their DIY wine creations.
At Yeast People Are Giving it a Try
The conversation about DIY wine has significantly grown from 2010 to 2016. By 2016, the discussion was 12 times its size in 2010, reaching 13k posts.
Making your own wine isn’t easy. It takes great investment and patience, involving obtaining and sanitizing the right equipment, adding the ingredients, and waiting for fermentation to complete. However, the long wait time doesn’t deter enthusiastic beginners, who often buy DIY wine kits to jumpstart the process.
almost all the grad students i know (mainly those doing a phd) start brewing their own wine & beer.
— ojos rojos (@_ojosrojos_) April 4, 2011
I’m finally doing it: got all my initial equipment today to start making my own wine at home. Starting with Austrian gruener veltliner.
— kermode (@kermode) April 16, 2011
Hey old lady in line behind me at the grocery store with 3 make your own 6 packs of wine? I get you. I really really get you.
— EricaTriesToTweet (@EricaWhoToYou) November 6, 2016
Some DIY wine topics are more popular than others. Red wine accounts for half of the DIY wine discussion. Because red is the most popular type of wine — even outside of the DIY wine conversation — there are many more resources about making your own red wine than about making other varieties. White wine comprises a quarter of the discussion and is followed by DIY kits, with 15 percent share of voice. DIY kits are especially useful for beginners who need advice about how to tackle their winemaking challenge. Mulled wine, made by infusing red wine with spices, has 7 percent share of voice. Boxed wine, defined as wine packaged in a box, has 2 percent share of voice.
Winemaking Gets Better With Age
The demographics for those discussing DIY wine and store-bought wine differ.
The age category 17 and below is the least vocal in discussing wine for both DIY wine and store-bought wine, encompassing 10 percent of the discussion for both types of wine. The age category 25-34 has a similar share of voice for both DIY wine (16%) and store-bought wine (14%). The main difference lies in the distribution for the 18-24 and 35 and above age categories. 44 percent of those 18-24 discuss store-bought wine, while that number is just 33 percent for DIY wine. Meanwhile, 42 percent of those 35 and above discuss DIY wine while 32 percent of those in the same age bracket discuss store-bought wine. As wine taste becomes more sophisticated with age, people express more interest in experimenting with their own creations.