The Modern Wine Marketing Playbook
Discover the wine behaviors redefining consumer choice today; powered by Tastewise wine insights, built on real shopper signals, and designed to help brands win the shelf, the menu, and the moment of decision.
- Backed by real consumer behavior, not guesswork.
- Built for brand, marketing, category, and innovation teams.
- Practical guidance to move from insight to execution.
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Why wine brands need the Modern Wine Marketing Playbook
Consumer behavior has shifted again
Shoppers now choose wine based on moments, values, and quick visual cues, not long tasting notes. Purchase decisions happen in seconds, and brands that communicate clearly win the shelf.
Packaging now drives the first impression
With 72% of shoppers influenced by packaging and 67% paying attention to materials, design has become a direct growth lever. Canned formats have surged 3800% in five years, reshaping how younger drinkers discover wine.
Sustainability needs clarity, not claims
Consumers reward brands that show real actions: 61.37% associate wine with local produce and 71.95% have tried organic wines. The playbook outlines the specific signals shoppers trust, and the ones they ignore.
Insights are powerful when they lead to execution
This playbook goes beyond trend watching. It connects rising behaviors, from natural fermentation to sparkling’s everyday momentum, to practical opportunities you can plug directly into your brand, packaging, messaging, and innovation roadmap.
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What’s inside the modern wine marketing playbook
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How wine shoppers actually choose
Get it now >Shoppers judge bottles in seconds. Clean visuals outperform long tasting notes, and the fastest, clearest message wins the shelf.
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The rise of sparkling & everyday celebrations
Get it now >Sparkling wine drives 17% of category conversation because consumers increasingly connect bubbles to everyday moments, not just celebrations.
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Packaging now decides the sale
Get it now >With 72% of shoppers saying packaging influences what they buy, and 67% caring about packaging materials, design has become a growth lever.
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What consumers want from sustainable wine
Get it now >Over 61% associate wine with local produce, and 71.95% have tried organic wines, but broad claims like “sustainable” alone no longer land. Specific practices win trust.
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The momentum behind natural & wellness-aligned wines
Get it now >Natural wines attract 46.81% of shoppers seeking less manipulated options, while gut-friendly botanicals and fermentation styles continue to grow.
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Global wine trends shaping the next wave
Get it now >Marsala (+12.3% YoY), Asti Spumante (+5.9%), and White Zinfandel (+3.4%) are climbing, alongside cocktail-ready blends and “beauty cue” wines driving 18% of discussions.
Be the Company That Brings the Future to Market
This isn’t just what’s trending, it’s where the market’s headed, and how to lead it. Start 2026 with the clarity to build what wins.
Why Tastewise
Tastewise is the GenAI platform powering faster growth for food & beverage brands.
Trusted by the world’s leading F&B brands, Tastewise turns real-time consumer, menu, and retail data into the insights that matter -fueling smarter product innovation, high-performing marketing, and faster go-to-market.
From idea to impact, in weeks – not months.