Wine 26/27: Sector Outlook
Published 09 April 2026
Wine brands globally are rapidly adjusting to shifting flavour and style preferences, the casualisation of wine consumption, and consumers' wellbeing concerns. Concurrently, growers are investing in the vineyard of the future as climate change makes wine production an ever-more challenging pursuit.
Lighter, Brighter & Sparkling
Moderate Servings
Vines & The Climate Crisis
While an overall decline in global consumption is a pressing and ongoing concern for the wine industry, there are many areas in which the category is still winning. In particular, lighter, crisper styles suited for casual drinking occasions are outcompeting heavier reds, and consumers are increasingly reaching for sparkling varieties from a broadening selection of regions.
While an overall decline in global consumption is a pressing and ongoing concern for the wine industry, there are many areas in which the category is still winning. In particular, lighter, crisper styles suited for casual drinking occasions are outcompeting heavier reds, and consumers are increasingly reaching for sparkling varieties from a broadening selection of regions.
As consumers continue to take a more mindful approach to their alcohol consumption, winemakers are stepping up with low-and-no ABV and low-calorie wines that don’t feel like a step down from the real thing. They are achieving this via higher-quality ingredients and new production techniques that preserve complex flavour notes, as well as the addition of mood-enhancing functional ingredients.
With climate change making winemaking increasingly challenging, particularly in Europe, the restrictive ways in which production is regulated are beginning to shift to allow for vineyards to adapt. In regions that allow for flexibility, winemakers are trialling new disease- and drought-tolerant varieties and harvest technologies, as well as more lightweight and sustainable packaging systems.
Wine 26/27: Sector Outlook
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Wine 26/27: Sector Outlook
Wine brands globally are rapidly adjusting to shifting flavour and style preferences, the casualisation of wine consumption, and consumers' wellbeing concerns. Concurrently, growers are investing in the vineyard of the future as climate change makes wine production an ever-more challenging pursuit.