Traditional demand for wine has softened, buyers are pickier, and “default growth” is basically gone. Meanwhile, the consumer mindset has changed dramatically—wellness, moderation, and “I want to drink less but still drink well” is becoming the new normal. That combo is tough on the old playbook. But it’s also a huge opening for brands that are willing to pivot with intention (not panic). At BevZero, we see this moment as a reset: a chance to meet people where they are now—and build a portfolio that survives the slump and comes out stronger on the other side with non-alcoholic products. What’s Driving the Slump A few things are happening at once: Wellness is influencing purchase decisions more than ever. People aren’t necessarily “anti-wine”, they’re just more mindful about alcohol consumption. Curiosity has matured into expectation. Today’s no/low-alc shopper isn’t experimenting anymore, they ex