Global Wine Market Outlook, 2028

Wine is a favorite among consumers for several reasons, reflecting its enduring appeal and popularity. From light and crisp whites to full-bodied reds, sparkling wines, and sweet dessert wines, there is a wine for every occasion and palate. Wine's complexity, influenced by factors like grape varietals, terroir, and winemaking techniques, provides an intriguing sensory experience that wine enthusiasts enjoy exploring. It is often associated with celebrations, rituals, and special occasions. Wine regions like France, Italy, and Spain have long-standing winemaking traditions, adding to the allure and romance surrounding wine. Wine's ability to complement and enhance the flavors of food is highly valued by consumers. Moderate wine consumption has been linked to potential health benefits, such as improved cardiovascular health and antioxidants from the grapes. These perceived health benefits, along with the notion that wine is a sophisticated and elegant beverage, contribute to its positive image among consumers. The on-trade distribution channel segment is anticipated to register the fastest CAGR of 15.3% from 2021 to 2028. The growing party culture among the younger and working-class population across the globe is expected to boost the sales of the product through an on-trade sales channel.

According to the research report Global Wine Market Outlook, 2028, the market was valued at USD 396 billion in 2022, is anticipated to grow at a CAGR of 6.11% to be worth USD 563 Billion by 2028. The global wine market has experienced steady growth over the years. The market is driven by increasing consumer demand, expanding wine production regions, and evolving drinking habits. The wine market offers a vast array of wine types and styles to cater to diverse consumer preferences. Red wine, white wine, and rosé wine are the most common categories. Within each category, there are numerous grape varietals and styles, including Cabernet Sauvignon, Chardonnay, Merlot, Sauvignon Blanc, Pinot Noir, and many more. Sparkling wines, such as Champagne and Prosecco, have gained popularity, along with fortified wines like Port and Sherry. Orange wine, also known as amber wine or skin-contact white wine, is a type of wine that is made from white grape varieties. Unlike traditional white wine production, where the grape skins are removed before fermentation, orange wine involves leaving the grape skins in contact with the juice for an extended period, often weeks or months. This extended skin contact gives the wine its characteristic orange or amber color. Carbernet Sauvignon & Merlot Red wines are the top selling while, Malbec & Bordeaux, Cabernet Franc, are the least ones. Among the white wine segment, Chardonnay & Sauvignon Blanc are top selling and Moscato & others are least ones. Rose d'Anjou, Malbec and Grenache are the popular rose wines being demanded by consumers.

Dessert wine or ice wine is yet another new wine type in the market that is made from grapes that have been naturally frozen on the vine. The ideal temperature for harvesting ice wine grapes is typically below -8°C (17.6°F). The most common grape varietals used for ice wine production include Riesling, Vidal Blanc, and Cabernet Franc, although other varietals such as Gewürztraminer and Chenin Blanc may also be used. Ice wine is typically served chilled and is often enjoyed on its own as a dessert wine or paired with desserts such as fruit-based pastries, crème brûlée, blue cheeses, or foie gras. Its sweetness and acidity make it a delightful companion to contrast rich and creamy flavors. Ice wine production is labor-intensive and requires specific climatic conditions, making it a relatively rare and expensive wine. The process of freezing the grapes concentrates the sugars and flavors, resulting in a unique and luxurious wine that is cherished by wine enthusiasts around the world. Fortified wines are wines that have been fortified with the addition of a distilled spirit, typically brandy. This process increases the alcohol content and often adds sweetness and complexity to the wine. Examples include Port, Sherry, Madeira, and Vermouth.

Red wine offers a wide range of flavors and aromas that appeal to a broad spectrum of wine consumers. The robust nature of red wine allows it to complement and enhance flavors in a range of dishes, including red meats, hearty pasta dishes, cheeses, and even dark chocolate. Red wine, particularly those rich in antioxidants like resveratrol, has been associated with potential health benefits when consumed in moderation. White wines are known for their refreshing and crisp flavor profiles, which include notes of citrus, green apple, tropical fruits, and floral aromas. It pairs well with a wide range of dishes, including seafood, poultry, salads, vegetarian fare, and lighter pasta dishes. This has led to increased demand for white wine and further projected to grow at a CAGR of 7.88%. New World wine-producing regions, such as the United States, Australia, New Zealand, and South Africa, have gained recognition for their high-quality white wines. Rosé wine has become particularly popular as a summer and outdoor drinking choice. It’s light, refreshing character and vibrant pink hues make it visually appealing and enjoyable in warm weather. Rosé wine is often associated with leisurely outdoor gatherings, picnics, and beachside sipping, contributing to its rising popularity.

The trend of premiumization has been prominent in the wine market, with consumers increasingly willing to invest in higher-quality and premium wines. Craft wines, produced by smaller wineries with a focus on artisanal winemaking and unique expressions, have also gained traction. These wines often showcase distinctive terroir characteristics, innovative techniques, and limited production runs, appealing to wine enthusiasts seeking a more exclusive and differentiated experience. Experimenting with new grape varieties, developing sustainable and organic practices, exploring alternative winemaking techniques, and introducing new wine styles or packaging formats have boosted demand for premium wines. By staying relevant and responsive to changing consumer preferences, wine players have remained competitive and gained traction in the global market.
Semi-dry wines typically have a residual sugar level that is higher than dry wines but lower than fully sweet wines. This subtle sweetness can enhance the fruit flavors and provide a softer mouthfeel making it the most selling type of wine with over 40% share. While, there is a rising trend towards sweet wine that provide a pleasant contrast to the dry and tannic qualities found in many other wine styles, appealing to those who prefer a softer and fruit-forward taste.

Wine tourism has become a significant aspect of the wine industry, as consumers increasingly seek immersive experiences at vineyards and wineries. Wine-producing regions worldwide have developed wine routes, wine trails, and cellar door experiences, attracting tourists and wine lovers to explore vineyards, participate in tastings, and learn about the winemaking process. Wineries are adopting eco-friendly practices, such as organic and biodynamic viticulture, water conservation, and renewable energy usage. Consumers are increasingly interested in wines produced with sustainable practices and are actively seeking organic, biodynamic, and environmentally conscious wine options. This in turn is propelling more and more drinkers to taste & develop a wine drinking habit.

Wine is widely available in various types of retail stores, including supermarkets, liquor stores, wine shops, and specialty stores. Retail stores often provide helpful staff and signage to assist customers in selecting wines based on their preferences. Online wine retailers often provide detailed product descriptions, customer reviews, and personalized recommendations to help customers make informed choices. The convenience of online shopping, home delivery options and access to a broader range of wines have contributed to the increasing prominence of online sales. Wine clubs and subscriptions can range from specialized offerings focused on specific regions or grape varietals to broader selections catering to various preferences. Hotels and resorts often have dedicated retail shops or wine boutiques where guests can purchase bottles of wine to enjoy during their stay or take home as souvenirs. Duty-free shops provide a convenient option for travellers to purchase wines as gifts or for personal consumption. Online sales have experienced significant growth, allowing consumers to access a wide selection of wines from around the world, compare prices, read reviews, and have wines delivered directly to their doorstep.

Wine regions with long-standing wine making traditions, such as Bordeaux in France, Tuscany in Italy, and Rioja in Spain, have established themselves as pillars of the global wine industry. The Appellation d'Origine Contrôlée (AOC) in France and the Denominazione di Origine Controllata (DOC) in Italy, ensure quality control and protect the reputation of wines produced in these regions. By adhering to these quality standards, wine players have built credibility and established themselves as producers of high-quality wines. Wine players often leverage their regional heritage, winemaking techniques, and storytelling to create an emotional connection with consumers and enhance their brand recognition and loyalty. Collaborating with importers, distributors, and retailers to ensure their wines are available to a wider consumer base. Proactive efforts to enter new markets and adapt to local preferences and regulations have facilitated global market penetration for wine players. By continuously improving production techniques, ensuring consistency, and producing high-quality wines, these players have gained a strong foothold in the global market.

Wine production is geographically diverse, with key wine-producing regions located in Europe, the Americas, Asia-Pacific, and other parts of the world. Europe holds the largest market share, with countries such as Italy, France, and Spain renowned for their long-standing winemaking traditions. The Americas, particularly the United States, Argentina, and Chile, have seen significant growth in wine production and consumption. The Asia-Pacific region, including Australia, China, and New Zealand, has also emerged as a notable player in the global wine market.

Middle Eastern countries such as Saudi Arabia, UAE, Qatar offers high income population which acts an important driving factor of the wine market in the region. The growing influx of tourists and the booming hospitality industry is also further helping the market to grow in these countries. As a result, the imports of wine from several European countries and American countries continue to grow in the country. However, stringent government and religious factors are the major challenges which will affect the growth in this region. For instance in UAE and Qatar, expats need to obtain permits to buy alcohol from designated liquor stores for private consumption.

Latin America stands to be another important region which is showcasing a strong preference for wine. Mexico which stands to be an important market in the region has witnessed a significant increase in the volume sales increasing by over 8.5% in 2016. Additionally, with different varieties of wine being easily available across different retail outlets will further boost the market in the coming years.

China has emerged as a significant player in the wine industry in recent years. It has several wine-growing regions, including Ningxia, Xinjiang, and Shandong, among others. Australia is renowned for its wine production, particularly in regions such as Barossa Valley, McLaren Vale, Hunter Valley, and Margaret River. It is one of the largest wine-producing countries in the world and produces a wide variety of wines, including Shiraz, Cabernet Sauvignon, Chardonnay, and Sauvignon Blanc.Wine production is concentrated in regions such as Marlborough, Hawke's Bay, Central Otago, and Wairarapa. New Zealand's cool climate and diverse terroir contribute to the production of vibrant and aromatic wines. Japan has a long history of winemaking, and its wine industry has been growing in recent years. Regions like Yamanashi, Nagano, Hokkaido, and Yamagata are known for wine production. South Korea has a developing wine industry with regions like Gyeonggi and Gangwon known for wine production. Indian winemakers focus on producing both still and sparkling wines, often using indigenous grape varieties like Sula, Chenin Blanc, and Shiraz.

The wine industry is continually evolving, and technological advancements play a significant role in shaping its production processes. Precision viticulture involves the use of various technologies such as remote sensing, geographic information systems (GIS), and drones to monitor and manage vineyards more efficiently. IoT devices and sensor technology are being integrated into vineyards and wineries to monitor and control various parameters. These devices can measure environmental conditions, such as temperature, humidity, and light intensity, in vineyards and cellars. AI algorithms can analyze historical data on weather patterns, vineyard management practices, and wine quality to make predictions and recommendations for improving vineyard management, grape selection, and winemaking techniques. Optical sorting machines equipped with cameras and sensors can quickly and accurately sort grapes based on their size, ripeness, and quality. Automated harvesting machines can efficiently harvest grapes, reducing labor costs and optimizing harvest timing. Wineries are using advanced temperature control systems, including fermentation tanks equipped with sensors and automated temperature control mechanisms. From water management systems and precision irrigation to renewable energy sources and waste management solutions, wineries are adopting various technological innovations to minimize their environmental impact and promote sustainability.

Recent Developments:

• September 2021 - Familia Torres, discovered the latest vintage of their Antología Miguel Torres wine collection. The flagship liquor embodies the vinery's commitment to regenerative viticulture and sustainability as a way of fighting against climate change. The five wines are Milmanda 2018, Mas La Plana 2017, Reserva Real 2017, Grans Muralles 2017, and Mas de la Rosa 2018.
• July 2021 - E. & J. Gallo Winery Group, global liquor and spirits industry leader, in collaboration with Randall Grahm, a legendary winemaker, and visionary announced the release of a collection of wines named The Language of Yes. The new collection is inspired by the rich history of wine growing in Southern France.
• July 2020, Constellation Brands acquired Empathy Wines, a direct-to-consumer wine brand, with the aim of winning space on digital shelves. According to alcohol beverage compliance firm Sovos ShipCompliant, USD 3.2 billion worth of wine (6.6 Billion cases) was sold directly to consumers in 2019.
• Mar 2022: Pernod Ricard and the Fayard family announced the signing of an agreement for the acquisition of a majority shareholding in Château Sainte Marguerite, Cru Classé Côtes-de-Provence Rosé since 1955, by Pernod Ricard to complete its luxury wines portfolio.
• Apr 2021: Constellation Brands launched a dedicated business unit for fine wine and craft spirits. The new fine wine and craft spirits include High West Whisky, Casa Noble Tequila, Mi Campo, Copper & Kings, Nelson's Green Brier Distillery, and The Real McCoy..

Considered in this report

• Geography: Global
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Regions & Countries covered in the report:

• North America (United States, Canada, Mexico)
• Europe (Germany, United Kingdom, France, Spain, Italy, Russia)
• Asia-Pacific (China, Japan, India, Australia, South Korea)
• South America (Brazil, Argentina, Colombia)
• Middle-East & Africa (UAE, South Africa)

Aspects covered in this report

• Global Wine market with its value and forecast along with its segments
• Region & Country-wise Wine market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type

• Still Wine
• Sparkling Wine

By Color

• Red Wine
• White Wine
• Rose Wine
• Others Wine

By Sweetness Level

• Semi-sweet
• Dry
• Sweet

By Red Wine

• Carbernet
• Merlot
• Pinot Noir
• Syrah/ Shiraz
• Malbec
• Others

By White Wine

• Chardonny
• Sauvignon Blanc
• Riesling
• Pinot Grigio/ Gris
• Moscato
• Others

By Rose Wine

• Provence Rose
• White Zinfandel
• Costes De Provence Rose
• Rose D’Anjou
• Spanish Rosedo
• Others

By Distribution Channel

• Off-trade
• On-trade

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Wine industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.