Wine consumption is slipping worldwide, reaching its lowest level in decades. Traditional rituals and bottle formats no longer resonate with younger generations who prefer lighter, playful, and lower-alcohol drinks. The industry faces structural decline, pushed by health trends, competition from craft beer and RTDs, and shifting lifestyles. In response, winemakers are experimenting boldly: mixing wine with fruit, soda, or botanicals; embracing ready-to-drink (RTD) formats; investing in low- and no-alcohol wine technologies; and reimagining branding to appeal to Gen Z. What may sound like gimmicks are in fact survival strategies—an attempt to reinvent the identity of wine for the future.
Trend Snapshot
| Aspect | Details |
|---|---|
| Trend Name | Wine Mixes & Alternative Formats |
| Key Components | Flavored wines, wine spritz, RTDs, low/no-alcohol, new packaging |
| Spread | Europe, US, Australia, Asia (urban markets, younger demographics) |
| Examples | Fun Wine flavored drinks, canned spritzes, NOLO wines by Treasury Estates |
| Social Media | TikTok wine cocktails, Instagram spritz reels, influencer collaborations |
| Demographics | Millennials, Gen Z, health-conscious consumers, casual drinkers |
| Wow Factor | Wine meets cocktail culture, low-alcohol lifestyle, playful formats |
| Trend Phase | Early growth and experimentation |
Global Decline of Wine
Wine is in trouble. According to Le Monde, global consumption in 2023 fell to its lowest since 1996, a drop of 2.6% from the previous year. The International Organisation of Vine and Wine attributes the fall to inflation, changing demographics, and rising competition from beer, spirits, and new RTD beverages.
IWSR notes that this is more than a cyclical dip—it is a structural decline. Millennials and Gen Z drink less alcohol overall, and when they do, they prefer variety and flavor novelty. Traditional wine—with its codes of terroir, aging, and ritual—feels less accessible. Younger drinkers often find the taste “too serious” or “too heavy,” preferring lighter and fruitier profiles.
The decline is most pronounced in Europe, historically the heart of wine consumption. France, Italy, and Spain have seen per-capita drops for decades. But the shift is global, affecting the US, Australia, and emerging markets too. As volumes decline, the wine industry faces pressure to innovate or risk irrelevance in future drinking cultures.
The Rise of Wine Mixes and RTDs
One of the clearest responses is the surge in wine-based mixed drinks. Sangria has long existed, but the new generation of mixes looks very different: pre-bottled wine cocktails, fruit-flavored wines, spritzes in cans, and wine-based RTDs marketed like seltzers.
The Fun Wine Company, for example, offers flavored wines in bright, colorful packaging, blending wine with cola, coffee, or berry flavors (en.wikipedia.org/wiki/The_Fun_Wine_Company). Such products deliberately break with the seriousness of traditional wine, positioning themselves as “fun” and social.
RTDs (ready-to-drink) are another growth engine. A wine spritz in a slim can works well for picnics, festivals, or parties. Convenience, portability, and shareability make these formats especially appealing to younger audiences. Social media amplifies the appeal: a pink wine spritz in a designed can is not just a drink but a lifestyle accessory.
Critics in the wine world argue that these mixes “betray” wine’s heritage, diluting its identity. But supporters counter that wine has always evolved—Port, Vermouth, and Champagne were once radical innovations. In this sense, flavored wines and RTDs may simply be the 21st-century continuation of that story.
Low and No Alcohol as Growth Driver
Health and moderation trends are reshaping alcohol. Younger consumers actively limit alcohol intake, and many seek no- or low-alcohol (NOLO) options. The wine industry is investing heavily here.
Treasury Wine Estates, owner of Penfolds, recently announced a $15 million investment in a new NOLO facility in Australia’s Barossa Valley. The goal is to produce wines with reduced ABV while maintaining flavor complexity. Technology like spinning cone columns or vacuum distillation helps strip alcohol while preserving aroma.
IWSR highlights that NOLO wines are one of the few growth categories in the sector. They allow wine brands to stay relevant to health-conscious consumers who might otherwise abandon wine altogether.
Still, challenges remain: removing alcohol often flattens body and aroma. Some purists argue that a no-alcohol wine is not really wine. Yet, for many consumers, the experience and social ritual matter more than tradition. NOLO wine may not satisfy connoisseurs, but it can capture a new audience.
Marketing Reinventions for a New Generation
Beyond product, wine brands are rethinking how they communicate. Classic labels with châteaux and cursive fonts feel outdated to digital-native consumers. Instead, we see bold, playful packaging, bright colors, and collaborations with artists or lifestyle brands.
Social media is a critical battleground. TikTok is filled with “wine spritz recipes” and “DIY wine cocktails,” many seeded by brands targeting viral reach. Instagram-friendly formats—cans, miniature bottles, photogenic spritz colors—double as content props.
Direct-to-consumer subscription models are also gaining traction. Curated “wine spritz boxes” or “flavored wine clubs” promise novelty and convenience. This builds loyalty in an era where supermarket wine shelves feel overwhelming.
Experiential marketing is another lever. Pop-ups that mix wine with music, art, or street food culture attract younger crowds. By repositioning wine as playful, social, and modern, brands are trying to escape the “dusty cellar” image that deters Gen Z.
Challenges, Risks, and Critical Voices
Not everyone is convinced. Traditionalists worry that wine mixes reduce centuries of craftsmanship to sugary gimmicks. The perception risk is real: once consumers associate wine with “cheap sweet drinks,” the premium aura of the category may erode.
Quality is another challenge. Many flavored wines use additives that mask grape character. Over time, this could train consumers to prefer artificial flavors rather than appreciating varietals and terroir. Critics argue that chasing trends could hollow out wine’s cultural and sensory identity.
Regulation complicates innovation. Many countries have strict definitions of what can be labeled as “wine.” Flavored products may fall outside these definitions, forcing brands into grey zones with unclear marketing permissions.
There is also a risk of oversaturation. If every brand launches a canned spritz or flavored variant, novelty could fade quickly. As with hard seltzers, a bubble of hype could collapse once consumers move on.
Wine in 2030: Practical and Radical Futures
Realistic Outlook (next 5 years):
Wine mixes and RTDs will carve out a stable niche alongside beer and spirits. NOLO wines will improve in quality and acceptance, capturing wellness-oriented consumers. Expect more collaborations between wine and spirits brands, hybrid products (wine + soda), and digital-first marketing models. Traditional still wines will remain, but with declining volumes, especially at entry level.
Radical Scenario (by 2030):
Wine could transform entirely into a modular platform: base wines combined with flavors, botanicals, or functional ingredients. Imagine CBD-infused wine spritzes, vitamin-enhanced wines, or AI-personalized flavor mixes delivered on demand. In this world, the concept of “terroir” becomes niche, reserved for luxury consumers, while mainstream wine is redefined as a customizable, lifestyle-driven beverage.
Such a shift would shock purists but might be necessary for survival. Wine, after all, has always balanced tradition with reinvention. From ancient amphorae to champagne to screw caps, every generation redefined how wine was made and consumed.
Reinventing the Future of Wine
Wine faces an existential challenge: declining consumption, changing demographics, and new cultural codes of drinking. In response, the industry is mixing, flavoring, reducing alcohol, and rebranding. These moves are controversial, but they may be the only path forward.
The coming decade will decide whether wine maintains its aura of heritage or becomes a playful, customizable beverage category. Either way, wine is entering one of its most experimental eras in centuries. Curious how other food and drink categories are reinventing themselves? Read our take on why Korea is taking over food right now.