Wine’s wake-up call

The past few years have brought a noticeable shift in what we’re all drinking. From the United States to Japan, ready-to-drink (RTD) beverages are gaining serious traction, and it’s not just beer that’s feeling the pressure — it’s wine, too.

According to IWSR data, still wine’s global market share has been in steady decline since 2019, while RTDs have been on the rise. This trend is particularly clear in markets where RTDs are strong, such as the US, Japan, Australia, and Canada, and is now even starting to influence markets like Germany.

The allure of RTDs comes down to a few key factors including convenience – they’re portable and easy to enjoy on the go; flavours – there are always new and exciting flavours that appeal to consumers’ desire for variety; health and wellness – many RTDs are positioned as low-calorie, low-alcohol, or gluten-free; and in an age of social media, RTDS resonate well with influencers to connect with younger drinkers.

This leaves wine in an unenviable position, where you have to ask: what’s next?

It wouldn’t be too harsh to write that the rise of the RTD category signals that the wine industry may be in need of a reinvention.

To stay relevant, IWSR suggests brand owners may need to consider the packaging, branding and product development.

According to the analysts, there’s an opportunity for growth in premium canned wines, as well as flavoured, wine-based drinks like spritzers, a segment that has already shown promise in markets like Canada.

The challenge for wine is clear. By embracing innovation and adapting to new consumers, the industry can create a path to growth and ensure its place on the shelf for years to come.

• Rodney Jack, editor, Food & Drink Technology.
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