What’s Really Going On With Wine in 2025?

If it feels like the way people are drinking wine is changing—you’re absolutely right. From new flavours and formats to more mindful consumption, 2025 is shaking up the world of wine in a big way.

Whether you're in the trade or just a passionate drinker, there’s no denying it: wine is being reimagined. And while challenges remain, especially in mature markets, there’s also a lot to be excited about.

Here’s what’s happening in the world of wine right now.

🧘‍♀️ 1. People Are Drinking Less — But Better

Let’s start with the biggest shift: moderation is mainstream. More people are cutting back—not necessarily quitting, but drinking less often, in smaller quantities, and with more intention.

What that means for wine:

• A growing interest in lower-ABV wines

• Increased demand for quality over quantity

• A booming no- and low-alcohol wine category, finally getting the attention (and tech) it deserves

Consumers are asking: How does this wine make me feel? Where did it come from? What’s in it? And producers are listening.

🌍 2. The Most Exciting Wine Growth Isn’t Where You Think

Traditional wine markets—think France, the UK, the US—are either flat or declining in volume. But in countries like India, Brazil, Vietnam, Nigeria, and South Africa, wine is gaining serious momentum.

Younger, urban consumers in these markets are embracing wine as part of a broader interest in lifestyle, health, and global culture. And they're not stuck in old-school rules—they’re open to new grapes, styles, formats, and stories.

It’s a huge opportunity for adventurous producers and importers.

🍷 3. RTDs & Canned Wines Go Premium

The rise of RTDs (ready-to-drink beverages) has impacted wine too — but not just in sugary spritzes. We’re seeing a growing demand for quality canned wines, wine spritzers, and single-serve formats that feel intentional, not gimmicky.

Why it matters:

• They're portable, fresh, and low-commitment

• Perfect for casual moments—picnics, concerts, travel

• Many new versions use organic or natural wines, and avoid added sugar or flavouring

Wine is becoming more versatile and less formal—and that’s a good thing.

🏡 4. The Home Cellar Is Getting Smarter

People might be drinking out less, but they’re drinking better at home. From stocking up on grower Champagne to curating mini verticals of Jura reds or natty Beaujolais, the home cellar is getting more thoughtful.

Whether it’s a tiny Eurocave in a city flat or a converted ski chalet pantry, wine lovers are treating their home stock with more care—and more creativity.

Pair that with online wine tastings, Substacks, and same-day delivery services, and you’ve got a whole new way of connecting with wine.

🌿 5. Flavour Innovation & “Feel-Good” Wine

Consumers are leaning into wines that are:

• Lighter-bodied and refreshing

• Skin-contact and slightly sparkling

• Savoury, herbal, or saline rather than overly fruity

• Made with minimal intervention, organic or biodynamic

In short, wine that feels alive and has a story. Pet-nats, chillable reds, hybrid grape varieties, native yeasts—this is the language of 2025. People aren’t just drinking wine; they’re discovering it.

📉 But Investors Are Getting Nervous About Alcohol

On the business side, it’s not all rosé and sunshine. A number of analysts have recently downgraded their outlook for the alcohol sector overall—including wine.

Why?

• Slowing volumes in mature markets

• Health and moderation trends

• Price sensitivity and over-reliance on promotions

• Long-term cultural shifts, especially among younger consumers