Unveiling the 4 major trends reshaping the wine and spirits market

Every year, Verallia, the European leader in the glass packaging sector, undertakes a comprehensive examination of consumption trends. This is done to assist its clients more effectively, but also provides unique insights into the wider market. This year, in conjunction with Carlin Creative Agency, Verallia presents a thorough study on the market of wine and spirits.

Elena Andia, Marketing Director of Selective Line, has highlighted four emerging trends that address specific consumer expectations. These trends include shifts towards premium and ultra-premium products, light and entertainment-driven items, low-alcohol beverages, and eco-conscious choices. Furthermore, artificial intelligence (AI) and the climate crisis are driving unprecedented innovation in the industry.

Key Trend #1: Embracing Tradition - 'Back to the Roots'

Consumers are becoming increasingly committed to respecting nature and local ecosystems. They seek brands that prioritize local relationships, resources, and a reimagined approach to traditions.

Sustainable Impact

The consumer demand for brands to have a positive impact has become more significant. This impact can be achieved through regenerative agriculture, carbon initiatives, bee conservation, or the use of recycled ingredients.

The Power of Local

Locally produced goods have grown in importance, offering consumers a quality assurance while also supporting the local ecosystem. Producers are revising beverage recipes to incorporate the maximum possible number of local ingredients.

Legacy

Authenticity has evolved into a demand for ancestral stories that are adapted and transmitted to our times, even to the point of changing ingredients or serving methods.

Key Trend #2: The Desire for Light and Enjoyable – 'Instant Pleasures'

Consumers are increasingly seeking lightness and pleasure, with a preference for crafted yet ready-to-drink products, creative aesthetics, and entertainment.

The Rise of Ready-to-Drink

Ready-to-drink (RTD) beverages are expanding, thanks to a bold, flavorful, and quality offering. These beverages symbolize pleasure and lightness, providing an alcohol content for every preference.

Embracing Creativity

With the emergence of generative AI, aesthetics are transforming, and consumers are getting accustomed to ultra-creative content propagated through networks.

Blending Entertainment and Experience

Brands and distributors are crafting offers that combine experience and tasting, catering to entertainment enthusiasts, whether through video games or art.

Key Trend #3: The Pursuit of Excellence – 'Best of the Best'

Consumers are increasingly demanding the best. Expectations are geared towards alcohol alternatives, quality ingredients, and exclusive offerings, whether ultra-premium or premium.

Health and Wellness

The rising health consciousness, particularly among Generation Z, is encouraging the promotion of non-alcoholic beverages and functional drinks with nootropic or adaptogenic ingredients.

Transparency

A growing demand for transparency about ingredients and production processes is becoming evident. Adopting the codes of the cosmetic sector, wine brands are beginning to explain each ingredient and its function clearly.

Embracing Exclusivity

Exclusivity and value are ongoing expectations: small batches, codes from luxury perfumery, and Non-Fungible Tokens (NFTs) are being used to redefine the concept of exclusivity.

Key Trend #4: The Push for Innovation - 'Disruptives'

The climate crisis and the development of AI are forcing the market to diversify and explore new options.

Technology-driven Approach

AI not only intervenes in aesthetics but also in production. It can generate new recipes and classify them based on their likelihood of popularity.

Exploration

The climate crisis is changing the game: from the Nordic countries to outer space, new territories for vine cultivation are being explored. Laboratories are also being utilized to transform carbon into vodka or to produce wine and spirits directly from molecules.

Carbon Footprint of Packaging

Reducing the weight and volume of packaging and introducing reuse systems are some of the strategies actively being implemented in collaboration between brands and glass manufacturers.

The analysis conducted by Verallia and Carlin Creative Agency serves as a crucial guide to navigate the rapidly evolving beverage market. As we move forward, these trends will play a significant role in shaping consumer preferences and industry practices.