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5 Major Wine Industry Trends for 2024

Whether you’re looking for a competitive edge or seeking inspiration for your next product, here are the biggest trends in the wine industry right now.

As another year comes to a close, wine brands should be keeping an eye on the upcoming trends and strategizing their next moves. There are already several big wine industry trends that are gathering steam which we’ve highlighted in our this guide. Whether you’re looking for a competitive edge or seeking inspiration for your next product, these five wine industry trends will help give your wine business that extra push toward success.

Why Should Wine Brands Pay Attention to Trends?

The wine industry has a well-established foothold in the national and global economy. Though the industry is saturated, there are plenty of opportunities for small and new wine businesses to find success–especially if they take advantage of rising industry trends. Here are a few reasons why wine brands should pay attention to trends.

Market Relevance

Staying informed about current and emerging trends helps wine brands remain relevant in a rapidly changing market. Consumer preferences evolve, and brands that adapt to these changes are more likely to capture and retain customers.

Competitive Advantage

Being early adopters of trends can provide wine brands with a competitive edge. It allows them to differentiate themselves from competitors and position their products as innovative and in tune with consumer desires.

Consumer Engagement

Embracing popular trends can enhance consumer engagement. Wine enthusiasts are often drawn to unique and trendy offerings, and by following trends, brands can create more engaging and exciting experiences for their customers.

Increased Sales and Revenue

Capitalizing on trends can lead to increased sales and revenue. Trending products are more likely to capture consumer interest and generate buzz, ultimately boosting sales.

Innovation Opportunities

Trends often present opportunities for innovation. Wine brands can use emerging trends as a foundation for new product development, packaging design, marketing strategies, and distribution channels.

Data-Driven Decision-Making

By analyzing trends, wine brands can make data-driven decisions. Utilizing market research and consumer insights helps brands allocate resources effectively and make informed choices about product development and marketing campaigns.

Biggest Wine Industry Trends for 2024

Here are the biggest trends in the wine industry right now. 

1. Non-Alcoholic Wine

Low and no-alcohol wines saw a surge in popularity this past year and show no sign of slowing down. Over the years, the quality and taste of no and low-alcohol wines have improved significantly. Wine producers are investing in improving the flavor and texture of these products, making them more appealing to consumers.

People have become more health-conscious and are looking for lower-alcohol alternatives to traditional alcoholic beverages. No and low-alcohol wines offer an option that allows individuals to enjoy the taste of wine without the potential negative health effects associated with higher alcohol consumption. 

Additionally, no and low-alcohol wines provide an option for those who want to moderate their alcohol intake. This is particularly appealing to individuals who wish to enjoy wine but do not want to overindulge or experience the after-effects of excessive alcohol consumption.

2. Regenerative Agriculture

Organic, sustainable wines have established a spot in the larger wine industry over the last few years, but now we are seeing a push for wine brands that embrace regenerative agricultural methods when growing their varietals.

Regenerative agriculture is an approach to farming and land management that focuses on restoring and enhancing the health of ecosystems, soil, and biodiversity while also promoting sustainable and productive agriculture. It is a holistic and nature-inspired method that seeks to go beyond just sustainable practices to actively regenerate the environment.

At this point, younger generations believe that brands simply reducing their environmental footprint is not enough–they want to support wine brands that seek to leave the planet better than they found it. 

3. Rise of DTC E-Commerce

It’s common knowledge that a website is the most powerful marketing tool for any brand, wineries included. But with the growth of online wine sales, wine brands need more than just a website–they need an e-commerce platform that allows consumers to purchase wine directly from their site.

Online sales enable wine brands to reach a broader and more geographically diverse customer base. They are not limited by physical store locations, which can be especially beneficial for smaller or lesser-known wineries. While it may require an initial investment in e-commerce infrastructure and marketing, the long-term benefits are significant, making it a worthwhile strategy for many wine producers.

From 2017 to 2023, online wine sales doubled from 1.4 billion U.S. dollars to 3.5 billion U.S. dollars. While this boom certainly stemmed from the COVID-19 pandemic, the convenience of buying wine online is one consumers won’t be giving up any time soon. 

Learn more: 5 of the Best Winery Websites [+ Best Practices]

4. RTD and Canned Wines

The popularity of RTD and canned wines stems from several other concurrent trends. Canned wine has become the go-to beverage for the younger generations and those who spend time outdoors, whether that’s at the beach, on camping trips, or picnics. Since glass is prohibited in many public outdoor spaces, consumers are reaching for canned options for convenience. 

Canned wine typically comes in single-serving portions, which can be more practical for those who want to enjoy a glass of wine without opening an entire bottle. This is particularly appealing to consumers who wish to moderate their alcohol consumption, fitting right in with the no and low-alcohol trend.

Additionally, canned wine brands come with environmental advantages. Aluminum cans are recyclable and have a lower carbon footprint compared to glass bottles. The sustainability aspect aligns with the preferences of environmentally conscious consumers.

5. Orange Wine

While orange wine has been around for thousands of years, this non-traditional wine has just begun to launch into popularity. Experts anticipate that orange wine varieties will reach 67 million U.S. dollars by 2032

Orange wine, also known as skin-contact wine, is a type of wine made from white wine grapes using a winemaking process that involves extended contact between the grape skins and the grape juice during fermentation. This extended skin contact imparts the wine with a distinct orange or amber color, which is how it gets its name.

Orange wine has gained popularity among wine enthusiasts for its distinctive taste profile and the natural winemaking methods used in its production. It offers a departure from the traditional white wine category and is appreciated by those seeking wines with a more rustic, earthy, and authentic character. It pairs well with a variety of foods, including cheeses, charcuterie, and dishes with bold flavors.

Uncorking Success

Monitoring and adapting to wine industry trends is essential for wine brands to remain competitive, grow their customer base, and maintain their position in the market. By staying attuned to consumer preferences, market dynamics, and emerging innovations, wine brands can position themselves for long-term success and sustainability.

Give your wine business a competitive edge by partnering with Grappos. The Grappos Product Locator helps customers find your wine and helps you gather valuable sales & search insights. Request a demo today for more →

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Eric Kunisawa

Founder & CEO

Eric Kunisawa is the founder of Grappos. He's been successfully helping businesses connect customers with their products since 2008.

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