Natalie Lumpp, wine expert and sommelier at Wein erleben!, is among Germany’s award-winning sommeliers and a pioneering industry female figure. An author and television presence, she explores evolving wine trends, from lighter styles and mindful drinking to experiential marketing, organic production and nonalcoholic alternatives.
Wine consumption
Wine consumption is evolving worldwide, with people generally drinking less wine across international markets. As a result, the wine industry is undergoing a period of adjustment. In particular, red wine has seen the biggest decline in consumption. Consequently, this shift is impacting regions such as Bordeaux, where red wine dominates production. Meanwhile, today’s connoisseurs are increasingly drawn to lighter white and rosé wines. Notably, rosé wines have seen enormous growth year on year.
Younger generation evolution
Younger generations are approaching wine differently than previous ones. In general, younger people drink far less alcohol than earlier generations. In addition, they place greater importance on maintaining a slim and toned physique. As a result, when they do drink wine, it needs to be straightforward and accessible. For example, they may choose a light, fruity rosé in a modern and attractive bottle. Alternatively, they might opt for a very good, award-winning wine on a special occasion.
Marketing and perception
Preferences are increasingly influencing wine styles and marketing strategies across global markets. In particular, marketing is more important than ever in shaping how wine is perceived.
Wine tourism and events
Young people, especially, want to experience wine as something modern and engaging. For example, after-work parties, picnics, Wine and Beats events and music-driven wine bars attract younger audiences. Moreover, wine tourism is playing a bigger role than ever before. Today, people want to visit vineyards and enjoy their surroundings and immersive experiences. At the same time, several emerging movements are shaping the future of wine.
Organic wine
For instance, organic wine is a major trend that continues to grow rapidly. In some regions, organic wine production has doubled in recent years.
Natural wine
However, natural wine will likely remain a charming niche within the broader industry.
Non-alcoholic wines
Non-alcoholic wines are becoming an increasingly important category. Notably, their quality is improving at a tremendous pace. As a result, they are suitable for many occasions where alcohol is not preferred. Overall, the non-alcoholic wine market is expected to continue growing steadily.
