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From packaging and premiumization to alcohol-free acceleration and reduced-sugar positioning, see where category growth is concentrating.
What do the pros say about wine marketing in 2026?
Lois Cho, Co-founder, Cho Wines
Wine brands that continue to market around prestige and legacy risk missing the next generation of buyers. Younger consumers are redefining value, prioritizing clarity, format flexibility, and cultural relevance over traditional wine status cues.”Gen Z isn’t chasing prestige… It’s value-driven, rather than prestige-driven.”
Source: Food & Wine coverage of Gen Z reshaping wine preferences.
Use this playbook to identify the wine trends, formats, and occasions driving real category growth.
The shift towards visual, format-driven decisions (like canned wines) and everyday sparkling wine consumption, moving away from traditional, complex tasting notes.
Modern consumers, especially Gen Z and Millennials, prioritize sustainable packaging, natural fermentation, and low-ABV or botanical-infused options.
Gen Z and Millennials are driving demand for low-ABV, non-alcoholic, and flavor-led wines. They prioritize transparency, visual appeal, and modern formats over traditional cues like terroir or tasting notes.
Data-driven insights help brands understand real consumer behavior, validate product decisions, and build stronger retail and campaign strategies. This allows teams to move faster, reduce guesswork, and align with what consumers actually buy.
Wine brands need to focus on formats, clear positioning, and real consumer behavior data. Winning strategies are built around how people actually buy, across retail, on-premise, and emerging formats like RTD and alcohol-free.
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