The landscape of wine is evolving rapidly, with new trends, innovative practices, and exciting developments influencing how we experience this timeless beverage.  

The pandemic accelerated many changes in consumer habits, and the wine industry was no exception. As people spent more time at home, they became more experimental with their wine selections, trying new varietals and styles. This has led to a more educated and adventurous wine consumer base.

Generation X has emerged as the top wine-buying generation. These consumers, now in their prime earning years, are willing to splurge on premium options when the occasion calls for it. For wine sellers, this means offering high-quality wines by the glass is key to attracting this market.

Meanwhile, younger generations, including Millennials and Gen Z, are reshaping the wine landscape with their diverse preferences. They look for not only traditional varietals but also sparkling and sweet wines as entry points into the world of wine. This group is more open to trying unconventional wines, such as orange wines or lightly sparkling “frizzante” wines, which are becoming popular at many bars and restaurants. 

“Today’s consumers are looking for wines that align with their values and offer a compelling story,” says Brian Masilionis, Senior Director of Customer Development at Southern Glazer’s Wine & Spirits. 

Wine for All Occasions

Traditional rules around wine pairings aren’t for everyone, as consumers are increasingly drinking what they enjoy, regardless of what’s on their plate.

“Guests like what they like, regardless of food pairings,” says Eric Hemer, Senior Vice President of Wine Education at Southern Glazer’s Wine & Spirits, and a Master Sommelier and Master of Wine. While serious wine drinkers still appreciate expert pairing recommendations, it’s important to offer a wide range of wines to suit every taste.

Chilled and Sweet Wines Gaining Popularity

Once relegated to the dessert menu, chilled and sweet wines are finding new life as popular by-the-glass options. These wines appeal to consumers looking for light, refreshing beverages and can even be used in cocktails for a fun twist. Look for sweeter whites, ports, and sherries on wine lists, as these are becoming more prevalent in creative drinks.

Low-ABV and Non-Alcoholic Options

In line with health and wellness trends, low-ABV (Alcohol by Volume) and NA (no alcohol) wines are growing in popularity. These options appeal to sober-curious consumers and those looking for a lighter drinking experience. As Gen Z drinks less than earlier generations, offering these alternatives can attract a new customer base while expanding the wine-drinking occasion to daytime or wellness-focused events.

Sustainable Packaging 

The environmental impact of wine production is becoming a central concern for some consumers. Many producers today are choosing to use lighter glass bottles, which reduce carbon emissions during transport. Plus, recycled paper labels and alternative packaging like bag-in-box and canned wines are further examples of the industry’s shift toward sustainability.

Wine Preservation Systems 

The introduction of sophisticated wine preservation systems like Coravin has revolutionized wine-by-the-glass offerings. These systems use argon gas to protect wine from oxidation, allowing bars and restaurants to serve higher-end wines by the glass without worrying about waste. “Wine preservation systems create a win-win situation, enabling consumers to enjoy a diverse range of wines without committing to a full bottle,” Masilionis notes.

Wine Flights and Smaller Pours 

Wine flights – small pours of several different wines – are gaining traction as an interactive way for customers to explore new varietals. By offering these flights, bars can showcase their wine selection in a more accessible way, allowing guests to sample a range of options without feeling overwhelmed.

Today’s wine consumers are more interested in the story behind the bottle than ever before. Whether it's a family-owned vineyard, organic farming practices, or a woman-owned winery, the backstory of a wine can be just as compelling as its flavor. Consumers appreciate wines that reflect their values, and wineries that emphasize their commitment to sustainability, community, or heritage are finding success.

“The story of a winemaker, like Joseph Carr’s creation of the ‘Josh’ label in honor of his father, resonates deeply with customers,” Masilionis says. By connecting the wine with a personal narrative, sellers can create a more emotional connection with the consumer, making the wine more memorable and, ultimately, more likely to be purchased.

The future of wine is bright, and the industry is poised for further innovation and expansion. Some trends to watch for include:
 

Wine Cocktails: Wine-based cocktails, such as the Aperol spritz and Negroni sbagliato, are gaining popularity as fun, lower-alcohol alternatives to spirit-heavy drinks.

New Varietals and Regions: Consumers are becoming more adventurous in their wine choices, seeking out lesser-known varietals and wines from emerging regions around the globe.

Technology and Personalization: Smart wine preservation systems, digital wine lists, and personalized recommendations are helping consumers discover new wines tailored to their tastes.

The wine industry is embracing a dynamic and innovative era, with trends and practices that cater to both seasoned connoisseurs and curious newcomers. From sustainable packaging and low-ABV options to engaging storytelling and adventurous flavor profiles, today’s wine landscape is more inclusive and exciting than ever.