Beverages: Uncorking Opportunity – How the Wine Industry Can Win Back Occasional Drinkers

What is the Wine Market Council Study: Turning Sippers into Buyers

• Consumer-Centric Focus: WMC partnered with Vista Grande to understand what keeps occasional wine drinkers from purchasing more frequently.

• Deep Research Approach: 60 qualitative interviews + a national survey of 1,500 occasional drinkers tested solutions to boost wine buying confidence.

• Strategic Timing: Findings will be presented to the trade on 30 September, aiming to guide sales, marketing, and retail innovation.

This study zeroes in on a crucial growth segment: occasional drinkers who represent the wine industry’s largest untapped potential.

Why It’s the Topic Trending: Wine Needs a Rebound

• Declining Sales: Over half (53%) of trade respondents report lower wine sales in H1 2025 vs. 2024.

• Competitive Pressures: Beer, spirits, and RTDs are capturing younger consumers seeking cheaper, more sessionable options.

• Price Sensitivity: Inflation and rising wine prices are pushing buyers toward more affordable alcohol alternatives.

• Bright Spot: Low- and no-alcohol wines are gaining momentum, providing a growth avenue.

This conversation is urgent because wine risks losing cultural relevance if it cannot reconnect with occasional and younger consumers.

Overview: Closing the Gap Between Interest and Purchase

The research underscores that Americans still like wine — but they often find it confusing, intimidating, or too expensive. By making wine easier to understand, more affordable, and more approachable, the category could reignite demand. Occasional drinkers, in particular, are willing to engage if barriers are removed, meaning education, packaging, and price perception will be key levers for growth.

Detailed Findings: Barriers and Solutions Identified

• Consumer Confusion: Occasional drinkers often feel overwhelmed by wine terminology and selection.

• Price Transparency: Rising costs make them hesitant to experiment without knowing value.

• Occasion Framing: Many drink wine only at formal events; they need casual, everyday cues.

• Opportunity Segment: Encouraging even one additional glass per month per occasional drinker could shift market trajectory.

The study’s actionable insight is clear: simplify choice, make price and taste predictable, and position wine as suitable for more casual moments.

Key Success Factors of This Trend: How to Re-Engage Occasional Drinkers

• Education Without Elitism: Use plain language to explain varieties and flavor profiles.

• Format Innovation: Smaller, single-serve bottles can lower commitment and cost risk.

• Price Positioning: Clear labeling of value tiers makes experimenting safer.

• Lifestyle Alignment: Present wine as compatible with casual meals and social moments, not just special occasions.

These steps create a pathway for occasional drinkers to move closer to core consumer status.

Key Takeaway: Demystify, Democratize, Delight

Wine’s comeback depends on making it less intimidating and more inviting. Occasional drinkers don’t need lectures — they need encouragement, transparency, and easy entry points that make wine fun again.

Core Trend: Accessible Indulgence

Consumers want wine to feel less like a test of sophistication and more like an everyday pleasure. Accessibility — in price, format, and messaging — is becoming the defining trend for future growth.

Description of the Trend: Wine Without the Rules

This trend shifts wine away from strict formality toward casual enjoyment, appealing to younger generations who value authenticity and ease over tradition and jargon-heavy rituals.

Key Characteristics of the Core Trend: What Makes It Work

• Simplified Language: Less technical, more conversational wine descriptions.

• Smaller Formats: Single-serve and 375ml bottles reduce risk and encourage trial.

• Affordable Options: Value-focused lines positioned as “weeknight wines.”

• Inclusive Messaging: Marketing that welcomes newcomers and occasional buyers.

Market and Cultural Signals Supporting the Trend: Democratizing the Drink

• RTD Boom: Consumers love grab-and-go cocktails and hard seltzers for convenience.

• Price Sensitivity: Inflation is making value-focused products more attractive.

• Social Shifts: Younger drinkers favor casual, social consumption over formal wine culture.

• Health Trends: Low- and no-alcohol wine sales are rising, showing appetite for moderation-friendly options.

What is Consumer Motivation: Easy, Fun, Low-Risk

• Simplicity: Avoiding intimidating wine walls and overly complex menus.

• Experimentation: Willing to try new flavors if price and education barriers are low.

• Value Assurance: Confidence they’re getting good quality for the price.

• Casual Enjoyment: Desire for wine that fits everyday meals, not just celebrations.

What is Motivation Beyond the Trend: Wine as Lifestyle Companion

• Relaxation: A casual glass with dinner or friends becomes part of winding down.

• Identity Signal: Drinking wine can feel like participating in culture — if it’s approachable.

• Moderation: Consumers like the idea of savoring wine slowly vs. drinking to excess.

Descriptions of Consumers: The Occasional Drinker Profile

• Who: Adults who drink wine less than weekly but more than every few months.

• Age: Broad 25–55 appeal, but Gen Z and Millennials are key growth targets.

• Income: Middle-income, price-conscious buyers seeking value.

• Lifestyle: Social, curious, but not wine “experts” — they want guidance, not gatekeeping.

How the Trend Is Changing Consumer Behavior: From Formality to Frequency

• Casualization: Wine becomes an everyday choice, not just for special dinners.

• Format Flexibility: Consumers are open to single-serve, cans, and small bottles.

• Category Switching: Without changes, these buyers default to beer or RTDs.

Implications Across the Ecosystem: Action Points for Stakeholders

• For Wineries: Invest in approachable labeling and value lines.

• For Retailers: Create clear shelf signage that guides occasional buyers.

• For Marketers: Show wine as accessible, affordable, and fun in campaigns.

Strategic Forecast: Wine’s Roadmap to Relevance

• Education 2.0: Digital and on-pack education to simplify selection.

• Affordable Premiumization: Quality wine at mid-tier prices.

• Innovation Pipeline: More low-alcohol and single-serve options.

• Experience-Driven Retail: In-store tastings and events that reduce intimidation.

• Cross-Category Competition: Position wine as an alternative to RTDs and craft beer.

Areas of Innovation: Where Wine Can Evolve

• Interactive Labels: QR codes for flavor notes and pairing suggestions.

• New Formats: Cans, mini-bottles, and eco-friendly packaging.

• Flavor Exploration: Slightly sweeter or fruit-forward options for beginners.

• Subscription Models: Curated starter packs for occasional drinkers.

• Experiential Marketing: Pop-ups and casual wine events targeting Gen Z.

Summary of Trends

Core Consumer Trend: Wine Without Barriers

Consumers are seeking wine that’s easier to choose, buy, and enjoy. The growth opportunity lies in making wine less intimidating and more casual, giving them reasons to reach for it more often.

Core Social Trend: From Ceremony to Casual

Wine is shifting from being seen as a formal, knowledge-heavy beverage to a casual, everyday drink that fits pizza nights as easily as weddings. Social media is amplifying this casualization, with influencers showing wine as part of ordinary life.

Core Strategy: Education + Access

The industry’s best bet is to combine clear education, affordable pricing, and packaging that invites trial. Simplifying selection empowers occasional drinkers and converts them into repeat buyers.

Core Industry Trend: Democratized Wine Culture

Wine brands and retailers are redesigning the category to compete with beer and RTDs, with innovations like single-serve packs, casual marketing, and approachable pricing tiers leading the charge.

Core Consumer Motivation: Confidence and Convenience

Consumers want to feel confident in their purchase without spending too much mental energy or money. The easier and safer wine feels to buy, the more often they will integrate it into their weekly lives.

Final Thought: Lower the Barriers, Raise the Glass

The future of wine growth depends on meeting occasional drinkers where they are — with simpler choices, affordable prices, and casual occasions that make wine part of everyday moments.

Source: https://www.thedrinksbusiness.com/2025/09/survey-uncovers-solutions-to-help-us-shoppers-buy-more-wine/