From emerging markets to evolving tastes: the trends redefining the global wine space

New data and forecasts just released by the IWSR will do little to allay the wine industry’s fears of a continued downturn – wine is the only major category expected to decline by volume across the 31 leading markets to 2034 with a forecast CAGR of -1%. However, this overall picture hides some clear pockets of growth amidst what the IWSR calls a “seismic shift in the beverage alcohol market” fuelled by demographic changes, shifting economic growth patterns and the moderation trend.

Emerging markets are reshaping the global wine landscape, offering fresh avenues for growth. In India, for example, a more adventurous drinking culture is taking hold, fuelled by domestic producers who are pairing wine with lifestyle through immersive tourism experiences. Interest in wine is booming, with premium and super-premium segments – especially reds and rosés – seeing strong momentum. Sparkling wines are riding the same wave, mirroring global trends and making inroads in untapped markets like China. Whites are also gaining ground as consumers across Asia mature in taste and diversify their preferences.

New frontiers and formats

Market polarisation is becoming increasingly evident – not just in price points, but in style. At one extreme, high-octane brands like XXL (with its 21% ABV ‘Extreme’ iteration) are seeing runaway success, while at the other, lighter, chillable reds are finding favour in markets like the UK. Lower alcohol is a common thread across regions, with the no- and low-alcohol segment rapidly shifting from niche curiosity to mainstream choice. Meanwhile, innovation in packaging is opening up fresh opportunities: cans, PET bottles, pouches, bag-in-box formats and even ‘paper’ bottles are unlocking new consumption occasions and reaching broader audiences. All these innovations share a common thread: they reflect a shift toward an occasion- and mood-driven drinks culture, buoyed by social media, where connecting with specific communities is crucial for unlocking growth.