As the saying goes, “change is inevitable,” and the global wine industry is no exception.
Driven by environmental challenges, technological advancements, and ever-evolving consumer preferences, these changes are influencing not only how wines are made, but also how they are chosen and enjoyed by wine enthusiasts.
One of the most significant shifts we can expect to see in 2025 is that, when it comes to selecting wine, consumers are increasingly prioritising quality over quantity.
We’re also seeing a return to traditional winemaking principles, with an emphasis on terroir. At the same time, consumers are increasingly demanding adherence to sustainable practices, as well as social responsibility from wine producers.
Importantly, wine aficionados want to understand the stories behind their chosen bottle, and what the producer stands for matters to them deeply.
Read on for a fascinating glimpse into five key trends set to shape the global wine industry in 2025.
Trend #1 – Sustainability & Organic Practices
“For our winery, sustainability must balance environmental stewardship, social responsibility, and economic viability. Only when a practice demonstrates lasting value for our people, the environment, and the future of our business do we integrate it into our approach. By staying true to these principles, we aim not only to create exceptional wines but also to contribute creating to a better world." – Richard Bradfield, Sales & Marketing Manager
Around the world, wine producers are increasingly adopting eco-friendly production methods, such as biodynamic and organic farming. These practices not only tackle the effects of climate change, but also conserve our planet’s resources, all while meeting the growing consumer demand for sustainable products.
By 2025, sustainability in winemaking is expected to become a non-negotiable for most wine buyers. Certifications that indicate organic, fair trade, and regenerative agriculture will gain greater prominence, with wineries that fail to adopt such practices facing heightened consumer scrutiny.
Additionally, more wineries are investing in eco-friendly practices such as solar or renewable energy, water conservation, and initiatives that will help to minimise their carbon footprint.
Sustainable packaging is also becoming increasingly important, with lightweight glass bottles and biodegradable packaging materials increasingly being adopted to reduce environmental impact.
“At Alvi's Drift, we believe that true sustainability is at the heart of responsible farming,” says Richard. “Every decision we make is guided by its potential to benefit not only the present but generations to come. Inspired by nature, we carefully evaluate and adopt practices that align with our commitment to genuine sustainability – whether they are eco-friendly, informed by organic principles, socially beneficial, or market-driven.”
Trend #2 – Technological Integration & Artificial Intelligence
“While our winemaking practices are rooted in time-honoured traditions, we’re also embracing the future by utilising AI to enhance precision and boost sustainability.We combine the best of both worlds, this is how we ensure our wines remain exceptional.” – Riaan Marais, General Manager
In 2025, artificial intelligence and data-driven technology are set to continue revolutionising trade across the globe, and the wine industry is no exception.
From precision agriculture to predictive analytics, wineries around the world are making use of AI to monitor vineyard conditions, optimise the timing of their harvests, and even predict consumer preferences!
Some of the ways in which AI is transforming the winemaking industry include:
In the Vineyard
AI can analyse weather patterns, soil conditions, and historical data to help winemakers make more informed decisions about irrigation, pest management, and fertilisation. This not only reduces waste, but also enhances efficiency, resulting in higher-quality wines at lower costs.
At Harvest Time
AI plays a vital role in helping winemakers make one of the most critical decisions of the season – when to harvest their grapes. By analysing factors such as sugar levels, acidity, and even weather forecasts, AI can predict yields and identify the perfect moment to pick the grapes. This ensures they are harvested at their absolute best, capturing the ideal balance of flavours and aromas.
In the Cellar
AI takes the guesswork out of fermentation by monitoring the process in real-time, tracking key elements such as temperature, sugar levels, and chemical composition. This can assist winemakers with fine-tuning each step, ensuring the fermentation stays on course in order to produce wines of consistent quality.
Trend #3 – Quality Over Quantity
Premiumisation, often referred to as “drink less, but better,” reflects a shift towards mindful consumption that has been reshaping the wine industry for some time.
This trend is particularly prevalent among younger drinkers of legal drinking age. Millennial and Gen Z wine enthusiasts are increasingly prioritising quality over quantity, choosing higher-quality wines that offer richer experiences.
This movement is driven by an appreciation for excellence, authenticity, and the unique stories behind each wine. Rather than frequently indulging in wines of lesser quality, a new generation of wine aficionados are opting to drink wine less often, but when they do, they seek wines that deliver an exceptional experience.
This focus on quality aligns with broader lifestyle trends, such as wellness and sustainability. Premium wines often highlight organic practices, small-batch production, and sustainable winemaking, which resonate with today’s conscious consumers.
For many wine enthusiasts, drinking “less but better” is not just a choice – it’s a way to support and celebrate the passion, craftsmanship, and dedication that go into creating extraordinary wines.
Trend #4 – The Rise of Wine E-commerce
E-commerce for wine sales exploded during the COVID-19 pandemic, and this trend shows no signs of slowing as we move into 2025 and beyond.
Around the world, wine enthusiasts have grown accustomed to the convenience of ordering wine online and having it delivered directly to their doors.
The direct-to-consumer (DTC) sales model is expanding as wineries increasingly recognise the value of building direct relationships with customers. Wine subscription services and curated wine clubs are also thriving, offering personalised wine selections, exclusive member deals, and more.
This growth in wine e-commerce is supported by improvements in shipping logistics and the increasing availability of platforms that connect consumers with wineries and their bespoke offerings. As a result, online wine shopping is becoming an increasingly seamless and tailored experience.
Trend #5 – Exploring Alternative Grape Varieties
As climate change continues to impact and reshape growing conditions in wine regions worldwide, winemakers are increasingly experimenting with lesser-known grape varieties that thrive in hotter climates.
Grape varieties such as Assyrtiko (Greece), Fiano (Italy), and Tannat (France) are gaining attention for their ability to flourish in higher temperatures while offering wine enthusiasts unique and intriguing flavour profiles.
“While our Scherpenheuvel wine ward is fortunate to be situated in a cooler region, we’re keeping an eye on these developments,” says Alvi’s Drift general manager Riaan Marais. “We always take a keen interest in the broader wine community's efforts to adapt to market preferences.”
By 2025, it is anticipated that there will be wider acceptance and greater appreciation of wines made from lesser-known grape varieties, including the intriguing white varietal, Viognier.
Indeed, it appears more and more adventurous wine consumers are seeking new taste experiences. This trend could even lead to the emergence of new wine-growing regions in areas once thought unsuitable for viticulture!
The Future of Winemaking
The wine industry is poised for significant change in 2025 as it continues to adapt to evolving consumer preferences, technological advancements, environmental challenges and more.
Sustainability, premiumisation, and technological innovation are expected to continue to shape the future of winemaking, while alternative grape varieties and sustainably produced wines will remain popular choices. By staying ahead of these trends, wine producers worldwide can position themselves for success in an increasingly dynamic and competitive market.
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