Emerging Regions Redefine Fine Wine Market

The 67 Pall Mall Fine Wine Trends Report, released to mark the London club’s upcoming 10th anniversary, offers a detailed look at how fine wine consumption has changed among its members since the club opened in December 2015. The report draws on sales data from the club and a comprehensive survey of its 3,800 members, providing insight into shifting preferences, buying habits, and attitudes toward wine.

Membership at 67 Pall Mall London has more than doubled in a decade, growing from 1,500 to over 3,800. The club’s demographic remains predominantly male (74%), with an average age of 50. However, there is a clear effort to attract younger members, who are described as more active and engaged in the club’s social and educational events. The club’s by-the-glass program, which starts at £7, is seen as a key tool for encouraging exploration among newer and younger members.

One of the most significant trends highlighted in the report is the growing diversity in members’ wine choices. While Burgundy, Champagne, and Bordeaux remain popular, sales data show sharp increases in wines from regions such as Tuscany (up 201% since 2016), England (170%), Piedmont (130%), South Africa (104%), Rioja (192%), and Sicily (673%, albeit from a small base). This diversification is attributed to the club’s extensive by-the-glass offerings—over 1,000 wines—which make it easier for members to try new styles without committing to full bottles or cases.

South Africa and England are identified as regions to watch. South African wines are praised for their value and freshness, particularly Chenin Blanc and Syrah. English wines are gaining ground but still face skepticism; only about a quarter of surveyed members say they drink them regularly. However, rising quality and local production are seen as positives.

The traditional practice of buying wine to lay down for aging appears to be waning. Forty-four percent of members say they now buy less wine for cellaring than they did a decade ago. Younger members cite lifestyle factors such as limited storage space and frequent moves as reasons for this shift. There is also less willingness to buy cases of six or twelve bottles of the same wine, with many preferring to experiment with different styles.

Cynicism toward the en primeur system—especially for Bordeaux—is widespread among members. More than half report buying fewer top-end bottles due to rising prices, with some noting that mature wines on the secondary market can be cheaper than new releases. The report finds little positive sentiment about en primeur purchases today compared to two decades ago.

When it comes to seeking recommendations, members use a mix of sources: wine merchants, friends, online media, critics, sommeliers, peer review sites like CellarTracker and Wine-Searcher, and traditional magazines all play a role. No single source dominates.

Health concerns have had a mixed impact on consumption habits. Forty-one percent of respondents say they do not moderate their drinking for health reasons, while 40% say they have started doing so recently. Alcohol content is becoming more important for some buyers; high-alcohol wines like Priorat and Amarone are falling out of favor. Interest in no- or low-alcohol wines remains low among this group.

Sustainability credentials such as organic or biodynamic certification have limited influence on purchasing decisions. Only small percentages of members consider these factors when buying wine. There is some skepticism about how these terms are used in marketing, though certifications can be seen as signs of producer care.

Looking ahead, climate change is cited by nearly half of respondents as a major concern for the future of fine wine, particularly regarding its impact on classic regions like Bordeaux and Burgundy. Price increases are also seen as a threat to accessibility.

Burgundy stands out as the region most likely to see increased purchases over the next decade; 40% of surveyed members expect to buy more Burgundy by 2035. Italy, South Africa, Spain, England, Germany, Portugal, California, Austria, and Champagne also feature prominently in future buying plans. Notably absent from these projections is Bordeaux—a sign that changing tastes and frustrations with pricing may be reshaping traditional hierarchies in fine wine collecting.

The report paints a picture of an evolving fine wine market where diversity is increasing but certain classics retain their appeal. It also highlights ongoing challenges related to price inflation and changing consumer lifestyles that could shape the next decade of fine wine consumption at one of London’s most influential clubs.