Wine in Transition: How Habits Are Changing and What We Can Do About It

Wine in Transition: Changing Habits and New Opportunities

Wine is changing. Not abruptly, but with clear signals. Consumption habits are shifting, new generations are arriving with different priorities, and emerging categories that once seemed marginal are now becoming established.

Data helps us understand the context, but also invites us to look deeper. What do we do with this information? How do we interpret it through our practice, our brands, our audiences?

The IWSR report on global wine trends presents a 2025 full of challenges but also opportunities. Here is our analysis of eight key points shaping the present and future of wine.

Fewer wine consumers, deeper engagement

The category is shrinking in volume but gaining in emotional connection. Fewer people drink wine regularly, but those who do show more interest, greater knowledge, and a proactive attitude toward the product.

This demands a different response. Being available is no longer enough. We must build relationships. Brands that understand this shift and know how to speak to a smaller, more engaged community can grow in value even if not in volume.

A trend toward moderation

Wine is still present but in fewer moments. Health, economic factors, and cultural change are driving more conscious consumption.

This does not mean wine is losing relevance. It means we need to adapt, offering experiences that align with real-life occasions, guided by flexibility and quality.

Moderation is not wine’s enemy. It can be an ally if we position wine as part of measured enjoyment, shared stories, and the meaning behind a well-chosen glass.

Sustained premiumisation

Fewer bottles, greater value per bottle. The report shows a decline in entry-level segments and consistent growth in premium and higher tiers.

This is not about elitism. It is a different way of evaluating the experience. Telling a story, offering consistent quality, and investing in presentation and communication are no longer optional extras. They are essential parts of the product.

This applies to both international markets and local fairs, restaurant wine lists, or direct-to-consumer sales.

Alternative wines on the rise

Organic, natural, and sustainable wines are no longer a fringe category. These wines reflect purchasing decisions aligned with personal values.

And although communication is still sometimes confusing or limited, the growth is real. The challenge is to integrate sustainability into brand identity, not just as a marketing claim.

Consumers are looking for coherence between the product, how it is made, and the message that surrounds it.

Millennials matter to wine

This is a generation that wants to learn, explore, and connect. It is no longer about attracting young people with empty campaigns or forced adaptations.

Millennials are decision-makers and are willing to invest if the offer is clear, authentic, and relevant. Their curiosity is an open door to education, style diversity, new grape varieties, and formats.

Their search for experiences is an opportunity to design authentic journeys where wine has a genuine role.

The rise of no and low alcohol wine

The category is expanding to embrace new consumption styles. No and low alcohol wines are growing rapidly, driven by consumers seeking balance.

This does not replace traditional wine but it does broaden the map. Innovation in this space signals understanding. There are different ways to enjoy wine, and we have something to offer there too.

Financial pressure and buying decisions

Price matters but it is not everything. Today’s consumer evaluates more, compares more, and expects more.

They seek clear information, trustworthy references, and an experience that justifies their investment.

This requires attention to every detail, from the label to after-sales service, from brand storytelling to the quality of social media content. Trust is part of the product.

Demographic decline in wine consumption

The consumer base is aging and younger generations are harder to reach. Even as the adult population grows, fewer people—especially younger ones—are choosing wine as their regular beverage.

The challenge is not to force belonging but to build relevance. Speaking new languages, appearing in new spaces, and showing new sides of wine could be the key to helping fresh audiences discover it and make it their own.

Conclusion: not a crisis, a transition

Wine is not in crisis. It is in transition. And that is not a threat. It is an opportunity.

Shifts in consumption are an invitation to leave autopilot behind, to listen more, to observe better, to create with intention.

In a world that is constantly evolving, wine can evolve too. Not by losing its essence, but by finding the courage to begin again.