The Future of Wine: 3 Strategies to Dominate the Wine Market
The global wine industry is undergoing a transformation. Changes in consumer behavior, the rising popularity of non-alcoholic alternatives, and evolving cultural trends are rendering traditional wine marketing approaches obsolete.
Gino Colangelo, founder of Colangelo & Partners, and Robert Joseph, associate editor of Meininger’s Wine Business International, delve into the challenges and opportunities the wine sector faces in an ever-evolving market.
A More Inclusive Approach
For years, the wine industry has focused on traditional categories, but the data is clear: with 66% of Americans and 37% of French consumers abstaining from wine, a more open and inclusive approach is needed.
According to Colangelo and Joseph, the industry must embrace innovation and expand its offerings to attract less experienced consumers. New wine “styles,” such as fruit-infused varieties or wines aged in bourbon barrels, should not be seen as a threat but as an opportunity to make wine more accessible and versatile.
Moreover, many regular wine consumers also purchase non-alcoholic alternatives, revealing a cross-market opportunity. Promoting naturally low-alcohol wines, such as certain Spanish and Italian varieties, could align with shifting preferences while preserving the integrity of the product.
Engaging Younger Consumers: How?
One of the most pressing challenges is the decline in wine consumption among younger generations. The industry must rethink how it communicates with them: traditional marketing focused on heritage, family, and complexity may not resonate with this demographic
Colangelo and Joseph suggest integrating wine into broader conversations, positioning it as part of a lifestyle connected to travel, food, and culture. A notable example is “Come Over October”, an initiative designed as a response to the growing popularity of “Dry January”. The project encourages people to gather with family and friends in October to share a glass of wine and moments of conviviality. The initiative reinforces the idea that wine is not just a beverage to be tasted but a symbol of generosity, connection, and social engagement.
Key strategies to become a “Wine Warrior”
To successfully navigate these industry shifts, Colangelo and Joseph propose three essential strategies for wine professionals:
- Be Social: Leverage social media to engage consumers and share authentic wine-related experiences.
- Be Present: Build strong relationships in the market by directly interacting with buyers and distributors.
- Be Creative: Find innovative ways to integrate wine into contemporary culture beyond traditional tastings.
The future of wine depends on its ability to adapt, innovate, and stay connected to changing consumer preferences. By embracing inclusivity, integrating wine into diverse life moments, and responding to market trends, the industry can ensure sustained growth and long-term relevance.
Robert Joseph
Robert Joseph is the associate editor of Meininger’s Wine Business International, which he helped launch in 2006. After living in Burgundy, he founded Wine International magazine in 1983, created the International Wine Challenge, and became a wine writer for The Sunday Telegraph. He has chaired and launched over 50 wine competitions across Asia, Europe, and the UK and has lectured at the Wine & Spirits Educational Trust, in Burgundy, and at the Sonoma Wine Business School. Joseph is also a co-founder of Hugh Kevin & Robert Wines, whose Le Grand Noir range sells over 3.8 million bottles annually in more than 60 countries.
Gino Colangelo
Gino Colangelo is the founder and president of Colangelo & Partners, the leading PR and communications agency specializing in wine in the United States. An expert in Italian wine, he works with renowned producers such as Arnaldo Caprai, Frescobaldi, and Ornellaia, as well as consortia like Chianti Classico and Sicilia DOC. His agency has developed award-winning campaigns and helps clients navigate the complexities of the U.S. market.