After 30 years of moving up and to the right, the American wine industry hit a wall. Not a temporary slowdown or a soft patch. A structural shift that requires a fundamentally different marketing playbook. 2025 was the reality check. 2026 is the year wineries either adapt or watch their customer base age out beneath them. The data is now unambiguous: wine sales dropped approximately 6% in 2024, marking the steepest decline in decades according to SipSource industry data. More troubling than the headline number is what's driving it. This isn't a recession blip or a bad vintage. It's a fundamental realignment of who drinks wine, how they buy it, and what they expect from the brands they choose. Here are the five trends reshaping the US wine market and what they mean for your brand's survival. The Demographic Disruption The wine industry built its growth on one generation: Baby Boomers. That generation is now aging out. The Wine Market Council's 2025 U.S. Consumer Ben

Saxco, a leading provider of packaging solutions to the wine, spirits, beer and beverage industries, is pleased to announce a strategic partnership with Revino, a pioneer in reusable wine bottle systems, to deliver sustainable glass packaging choices for wine producers throughout the United States. The collaboration underscores both companies’ commitment to environmental responsibility and innovation within the wine industry.  Saxco has been at the precipice of innovative packaging solutions since its inception over 90 years ago. Continuing in its legacy, Saxco is now an official distributor partner of Revino’s acclaimed reusable wine bottles. The company has seen broad adoption with more than 100 winery partners and over one million bottles in circulation. Revino’s platform simplifies adoption of proven reuse models, helping wineries significantly reduce their environmental footprint without sacrificing brand integrity. Working with Saxco provides wineries with

After a cool growing season, harvest 2025 was sprinkled with unwelcome weather events, making even ripening merely a dream for many winemakers. As fermentation wraps up, the young wines may still express raw or green tannin character, needing time to mellow and come into harmony. Post-fermentation aging and finishing tannins are an essential tool for taming those unruly characters to achieve balance, structure, and true aromatic expression. These post-fermentation tannins refine green or unripe fruit characteristics, improve mouthfeel, and smooth rough edges, to bring the wine back into harmony. Red Wines: From Green to Graceful If the winery has the cooperage space and time, extended aging is used to refine rough young red wines. Alternatively, aging tannins address gaps in structure or smooth the perception of green fruit, particularly in this cooler vintage. Carefully selected tannins can build mid-palate weight, stabilize color, and add complexity for a wine that will age gracefull

Your Current Marketing Won't Work for Younger Wine Drinkers The generational shift in wine consumption is happening faster than most wineries are prepared to handle. According to Wine Intelligence's US Wine Consumer Trends 2025 report, millennials will surpass baby boomers as the largest wine-consuming demographic by value this year. Meanwhile, the oldest members of Gen Z (born 1997-2012) are now turning 28 and developing their own distinctive wine preferences. The problem? Most wineries continue marketing as if their primary audience is still over 55. The messaging, channels, and tactics that worked for boomers actively repel younger buyers. Let's examine what actually works when marketing to these crucial demographics. What Younger Wine Consumers Actually Want Millennial Wine Drinkers (Ages 29-44) Millennials approach wine fundamentally differently than their parents: What They Value: Transparency about production methods and ingredients Sustainable and ethical busines

Let’s be real—every generation shops differently. Boomers? They’re all about the in-store treasure hunt, but Gen Z and Millennials are navigating their purchase journeys with the ease of a swipe. In a world where everything’s one click away, that in-person experience better bring something extraordinary to the table if you want to capture their attention. How Each Generation Shops According to DigiMarCon, you’re leaving money on the table if you focus only on driving sales through the tasting room. Boomers prioritize price and quality, while Gen Z and Millennials want more—think influencer recommendations, charitable connections, and community engagement. It’s not just about the product anymore; it’s about the vibe around it. When it comes to what influences purchasing decisions, each generation has its own quirks. Boomers, ever-practical, still base their choices mostly on price and quality. But our younger friends, Gen Z, and Mille

The beauty of the wine business is that wineries have the potential to draw a direct line from growing the grapes to selling the finished bottles of wine. The ability to trace wine production through every step is a valued asset in a food and beverage marketplace where transparency has become more important to consumers. Today’s marketplace has placed an imperative on attracting younger generations rather than simply relying on established consumers. The industry has expended significant time, energy and effort to understand what appeals to these consumers and how to reach them. Some core lessons learned: sustainability and authenticity matter to these consumers; moderation is trending; and theirs is an on-the-go, experiential lifestyle. With these new trends in younger consumers, wineries are adjusting everything from how they grow grapes to their messaging to share their sustainability journey. One of these transitions is in how wine is bottled, and it is driven by cost savings

Rack & Riddle, the #1 custom sparkling wine producer in the United States, has created CALSECCO a new California sparkling wine category developed to drive growth and attract young 21+ Gen Z and Millennial consumers to premium California sparkling wine.  “CALSECCO represents a new generation of sparkling wine—deeply rooted in tradition yet distinctly Californian. The winemaking legacy of California has proven its place among the world’s great wines. While we have excelled in still wines and Méthode Champenoise sparkling wines, the premium category for wines crafted in the Italian method remains untapped,” said Rack & Riddle General Manager Mark Garaventa. “We have the right climate and terroir here in California to grow the finest sparkling wine grapes in the world,” Garaventa added. “Consumers are thirsty for modern, fruit-forward wines, making the U.S. market perfectly primed for CALSECCO. Rack & Riddle has exclu

5 Tested Techniques To Improve Wine Packaging Quality   It’s time to think outside the box, here are Global Package’s techniques to improve your wine packaging. But, why is packaging for wine important, you ask? With the increase of “unboxing reveals” across social media and the fierce competition for on-shelf dominance in the wine industry, packaging has become crucial to gain a marketing advantage. Your customers will not only anticipate the quality of your beverage by the label and bottle design but also by the packaging (or lack thereof) your product is in.  What Is Wine Packaging? Packaging means so much more than just the bottle, and in this case when we are specifically referencing outer packaging, can also include wooden boxes, decorated gift boxes, wine totes, gift bags, storage containers, and more. Outer packaging has three main functions: to enhance the branding, add prestige, and keep the wine safe during transport and delivery. The packa

2024 Series Presenting Sponsor: Recent consumer research demonstrates dramatic shifts in Gen Z and young Millennials’ attitudes about wine consumption while at the same time, anti-alcohol lobbyists are fanning the Neo-Prohibitionist flames. The good news is that wine companies and advocates are fighting back with campaigns that focus on the positive attributes of wine. In this session, Gino Colangelo will present the findings of a consumer research study conducted by Wine Opinions and Colangelo & Partners, that illustrates the challenges for attracting new wine drinkers. In addition, this session will also include: Dave Parker, President of Benchmark Wine Group, will talk about the misinformation propagated by anti-alcohol lobbyists. Karen MacNeil, Author of The Wine Bible and Editor of the Digital Newsletter WineSpeed, will present ‘Come Over October,’ a consumer campaign developed by a new mission-driven company ‘COME TOGETHER – A Communit