These aren’t just passing fads—they’re shaping a more agile, inclusive, and experience-driven wine category. For brands, producers, and retailers, tapping into these movements means rethinking how wine is positioned, packaged, and sold. Below, we unpack the trends with a clear-eyed view on what matters—and why.

1. Premiumisation Continues—But Price Sensitivity Persists

• What’s happening: Consumers continue to seek higher-quality wines, especially those with strong regional identity, grape specificity, and sustainability credentials. Premium cues are resonating.

• But: Inflation and economic uncertainty are sharpening consumer value expectations. While trading up is still desirable, it must feel justifiable.

Implication:

• Brands must walk a fine line—offering premium positioning without alienating the price-conscious.

• Think “quiet luxury” rather than flamboyant indulgence: wines that over-deliver at their price point.

2. Lighter Styles Are Rewriting the Taste Code

• What’s changing: Younger and newer wine drinkers are favouring more approachable profiles—lower alcohol, fruit-forward, and refreshing.

• Winners: Sparkling wine, rosé, and light reds are outperforming heavier, more traditional styles.

• Emerging favourites: Off-dry whites, pet-nats, and chilled reds are creating new entry points into wine.

Implication:

• Portfolios need to evolve to meet these emerging palates.

• Education remains critical—guiding consumers through discovery without intimidating them with jargon.

3. Digital Engagement is Reshaping the Path to Purchase

• What’s rising:

  • Direct-to-consumer (DTC) models

  • Social commerce and influencer-led discovery

  • Online tastings and virtual vineyard tours

• Why it matters: Tech-driven storytelling helps brands move from transactional to relational. Data is enabling more personalised and immersive experiences.

Implication:

• Digital is no longer a channel—it’s a mindset.

• The most successful brands will be those that use tech to replicate the intimacy and richness of real-world wine culture at scale.

4. Formats and Occasions Are Diversifying

• What’s evolving:

  • Cans, half-bottles, and single-serves are gaining traction

  • Consumers are embracing wine outside of formal occasions—solo drinks, casual dinners, outdoor moments

• Drivers: Convenience, moderation, and sustainability

Implication:

• Reframing wine as an everyday beverage opens up white space.

• Format innovation isn’t just functional—it’s cultural. It changes the context in which wine shows up in people’s lives.

5. Sustainability Isn’t Optional—It’s Expected

• Consumer demand: Transparency around production practices, packaging, and carbon footprint is rising fast.

• Greenwashing backlash: Superficial claims are being scrutinised more than ever.

• Successful strategies:

  • Lightweight and recyclable packaging

  • Organic/biodynamic certification

  • Regenerative farming practices

Implication:

• Environmental responsibility is becoming a marker of quality and modernity.

• Brands need to communicate clearly, authentically, and measurably.

Closing Thought

In 2025, growth in the wine category will come from brands that embrace change—not just in how wine tastes or looks, but in how it fits into contemporary lifestyles. It’s about relevance, not just tradition. The sweet spot lies at the intersection of approachability, authenticity, and innovation. Wine is still about provenance and ritual—but now, it’s also about flexibility, playfulness, and purpose.