Entering Wine’s Next Era

How Innovative Thinking is Fueling the Future of the Wine Industry

The wine world is at a new turning point—driven by demographic change, cultural shifts, and questions about its role in modern life.

For thousands of years, wine has held a prominent role in cultural, religious, familial, and communal celebrations. Its relevance has been rewritten again and again, through evolving tastes, new technologies, and shifting traditions. Now, many consumers are looking for something different - and many industry innovators are meeting this moment.

It’s been well covered that global wine consumption is expected to hit its lowest point since 1961—down 3% in 2024 alone. While other alcoholic beverage categories have embraced innovation, experiences, and identity-driven branding, wine has largely stayed the course. In the U.S., consumption is declining across nearly every demographic, with the steepest drop among Gen Z and younger millennials. For a product that once symbolized sophistication and celebration, the message is clear: Wine needs a narrative reset.

We spoke with industry leaders, marketing heads at major wineries, consultants, and brand builders. We listened to Gen Z professionals working inside the industry. We read the latest market research, tuned into the most relevant podcasts, and took a close look at what’s working (and what’s not) across the wine landscape today.

One thing is clear: If wine doesn’t capture the interest and imagination of younger drinkers, it won’t be positioned for growth tomorrow. That does not mean that every wine brand should go after younger consumers. Every brand is different, and every decision should reflect price point, market position, target audience, and identity. The younger consumer isn’t every wine brand’s target demographic. But the wine industry as a whole does need to start gaining traction with younger consumers in order to survive. And if Gen Z isn’t your target demographic now, they likely will be in another 10-20 years. Our goal is to show there’s a way forward.

Featuring over 45 wine brands, both big and small, THE NEXT ERA OF WINE, highlights the ways that industry innovators are meeting the current moment.

Think of this as a playbook for everyone with a stake in wine’s future. That includes wineries, of course—but also restaurants, hotels, retailers, and anyone whose business benefits from strong wine sales. It’s also for those who simply love wine and want to ensure the incredible quality, diversity, and culture we’ve long enjoyed is passed on to the next generation.

What’s In The Report?

• How to Reach Younger Audiences: Marketing & messaging tactics that resonate

• Packaging & Aesthetics: How bold design, interactive labels, and fresh visual language are changing the shelf game.

• How To Convey Quality Visually—And Still Resonate With Modern Tastes

• What A Gen Z Wine Brand Looks Like

• What Wines People Are Looking For Now

• Transforming the Tasting Room: Reaching new audiences through the on-site experience

• What People Really Want In a Wine Club

• How To Sell More Wine In A Restaurant

• Actionable Insights: Real-world tactics you can use now.

The report will be available for individual purchase, but paid Insight Out subscribers enjoy complimentary and early access before anyone else.