Sector Outlook 25/26: Wine
The global wine market is going through a tough period, with a reduction in consumption resulting in sell-offs and inflation impacting costs. However, there are bright spots for brands to feel optimistic about, including an uptick in millennial interest as well as exciting innovation in the low- and mid-strength market. Viniculturists are also finding inventive ways to skirt the effects of climate change.
The Evolving Wine Drinker
Moderate Moments
Viniculture in a Changing Climate
While the industry grapples with attracting the elusive Gen Z wine drinker, millennials have quietly aged into their wine-drinking years, spending more per bottle and experimenting with a wide variety of styles. Also, premiumisation continues to play a role in the wine market, and cost-conscious drinkers are reaching for quality private-label lines and alternative sparkling sips.
While the industry grapples with attracting the elusive Gen Z wine drinker, millennials have quietly aged into their wine-drinking years, spending more per bottle and experimenting with a wide variety of styles. Also, premiumisation continues to play a role in the wine market, and cost-conscious drinkers are reaching for quality private-label lines and alternative sparkling sips.
Summary
The Evolving Wine Drinker | While the industry grapples with attracting the elusive Gen Z wine drinker, millennials have quietly aged into their wine-drinking years, spending more per bottle and experimenting with a wide variety of styles. Also, premiumisation continues to play a role in the wine market, and cost-conscious drinkers are reaching for quality private-label lines and alternative sparkling sips. |
Moderate Moments | Globally, people are taking a more mindful approach to wine consumption – a shift catered for by a growing variety of higher-quality, flavour-rich low/no alcohol wines. This moderation, in addition to evolving regional regulations and taxations, is also helping the mid-strength wine market to flourish. Read Sober Curiosity: 2025 Update for more. |
Viniculture in a Changing Climate | The climate change impact on wine production is wide-ranging, affecting yields and flavour pay-off, while fungal diseases and pests thrive during warmer, wetter growing seasons. With 70% of current wine-growing regions under threat, winemakers are investing in hardier vines, planting in new formations, in higher and cooler locations, and advancing new disease-preventing agritech. |
Sector Outlook 25/26: Wine
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
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