Wine consultancy
Consumers have Changed, Not the Industry

Pedro Fernandes, Winemaker and Founder

Wine consumption is undergoing a structural transformation. The problem is that many producers continue to analyse the market as though it were facing only a temporary crisis. It is not. Consumers have changed, drinking occasions have changed and competition for their attention has become far more intense.

For decades, the wine industry was accustomed to the idea that producing a good wine would be enough to sell it. Today, technical quality is merely the starting point. Consumers are looking for a clear proposition, a recognisable identity and a concrete reason to choose one bottle among hundreds of alternatives.

One of the main trends is the reduction in the quantity consumed, combined with greater attention to quality and experience. Many consumers drink less frequently but are willing to pay more when they perceive authenticity, differentiation and value. However, an important distinction must be made because a high price does not automatically turn a wine into a premium product.

Too many brands use words such as “exclusive”, “reserve” or “limited production” without offering anything genuinely distinctive. A premium wine must justify its price through quality, origin, consistency, image and the overall experience it provides. Otherwise, price ceases to be an indicator of value and becomes merely an unsupported commercial ambition.

Younger generations are also changing their relationship with wine. Millennials and Generation Z consumers seek convenience, variety, transparency and less formal experiences. They do not necessarily reject wine; they often reject the overly complex, rigid or distant way in which the industry communicates.

Wine communication is still frequently designed for specialists. Producers speak about classifications, grape varieties and technical processes, but do not always explain why a particular wine is relevant to the consumer’s life. Simplifying communication does not mean diminishing the product. It means making it understandable.

Sustainability has also become increasingly important, although it should be approached with some caution. Many consumers value responsible environmental practices, lighter packaging, protection of the territory and ethical production.

However, the industry risks turning sustainability into little more than a marketing claim. Placing a green leaf on a label is not enough; producers must demonstrate concrete practices and credible results.

Digitalisation represents another unavoidable shift. Consumers search, compare, read reviews and purchase through their mobile phones. They expect simple delivery options, accessible information, personalized recommendations and a direct relationship with brands. Despite this, some producers still consider e-commerce, CRM systems and data analysis to be secondary investments.

This resistance is difficult to justify. An outdated website, a complicated online shop or inconsistent communication are not signs of tradition; they are barriers to sales. Digital tools do not replace the vineyard, the winery or human contact. On the contrary, they can bring producers closer to consumers and extend the relationship after a tasting, visit or purchase.

The future of wine will not depend solely on producing better. It will depend on understanding more clearly who buys, how they buy and why they choose a particular brand. Consumers are changing. The real question is how many producers will be willing to change with them.