Key trends for wine in 2016 - Focus

Most popular

Heineken faces China distribution gap - comment

Heineken faces tough battle in China - analysis

Tailor spirits marketing to today's consumer

Remy Cointreau rediscovers China balance - comment

'Gluten-free' beer for everyone, not just coeliacs


Here, Euromonitor considers what we can expect in the wine category in the year ahead.

  • From grape stories to great stories

Demystification and democratisation initiatives will allow the category to breathe and venture out of its stuffy cellar of complacency and stiff traditionalism. Grape varietals, terroir, appellations and unpronounceable chateaux will take a back seat to an over-reaching narrative providing more casual yet emotional undertones to brand equity. The belated appropriation of the micro-movement's buzzwords will see the rise of rebellious and irreverent stories, along with leftfield terminology and labelling at the same time that cult, niche and boutique credentials will tackle Millennial drinkers' promiscuity and demand for adventurous propositions.

  • Peak somm

Irreverently questioning the once biblical power of professional critics' gospels will allow the collective mind to step into the virtual vacuum. The defiant rise of non-sommelier driven categories like Prosecco, coinciding with a backlash towards the industry's elitist bias and historically-patronising tone will provide the wine must for new, more interactive and crowd-sourced ways to discuss, review and recommend. Social media influencers and gatekeepers will hence become the new sommeliers, apps featuring tasting note archives will add a layer of interactivity and objectivity to the scoring process, while disruptive start-ups will provide access to curated membership subscriptions, allowing for personalised offerings.

  • Ethical, unpretentious, exotic and casual

The impressive resilience of Fair Trade offerings, valiantly defending their positioning and price point against the acidic aftertaste of macroeconomic headwinds, will highlight the importance of the industry's ethical credentials even further. Natural and biodynamic wines will also witness further growth momentum as lower manipulation attributes gain traction. Orange wine will continue taking share of mind, occasions and column inches as it enters the mainstream alongside English sparkling wines, which have already crossed the Rubicon of respectability. Wine on tap and in kegs will radically expand occasions and drinking rituals, as it takes over metropolitan trend-setting venues. Meanwhile, irreverent serves – Port over ice, fruit-forward, off-dry and even mixable Champagnes - will provide much-needed undertones of creative controversy.

Sectors: Wine

Related Content

What's coming up in white spirits in 2020? - Predictions for the Year Ahead - comment

What's coming up in white spirits in 2020? - Predictions for the Year Ahead - comment...

Treasury Wine Estates Performance Trends 2016-2020 - results data

Treasury Wine Estates Performance Trends 2016-2020 - results data...

Heineken Performance Trends 2014-2018 - results data

Heineken Performance Trends 2014-2018 - results data...

Diageo Performance Trends 2016-2020 - results data

Diageo Performance Trends 2016-2020 - results data...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..

Forgot your password?