Consumers are drinking differently. Smart wineries are packaging differently.

The wine industry is entering a moment where packaging innovation is no longer a nice-to-have. 

It is becoming essential. As consumer habits shift, wineries need to look seriously at how they will integrate new formats and sizes into their production plans. Smaller formats, single-serves, multi-packs, pouches, and other alternative packaging have all seen steady, quiet growth. This is not a fad. It is a response to how people actually want to drink wine today.

Consumers are exploring more, committing less, and looking for ways to enjoy wine that fit their real lives. They want options that support moderation, convenience, sustainability, and trial. 

A four-pack of 250 mL cans allows someone to try a winery without buying a full bottle. A lightweight pouch is ideal for hiking or concerts. A half-bottle makes a midweek glass feel approachable rather than indulgent.

When wineries resist these changes, they risk missing a growing audience that is actively seeking them out.

The producers who move quickly will be the ones who capture demand first. 

Integrating alternative formats takes planning, capital, and openness to change. But the payoff is meaningful: better alignment with today’s wine drinker, more points of entry for a brand, and new opportunities to drive loyalty through flexibility and choice.

Haywire Winery's 375ml and 1.5L packages

Town Hall Brands helps wineries evolve, differentiate, and grow through brand strategy, design, packaging, and communications.