As the weather cools and the calendar fills, one thing becomes clear: the holiday season isn’t just about gifts and gatherings. It’s also a peak time for wine sales. Whether it’s a bottle shared at the dinner table, a last-minute host gift, or a case shipped across the country, wine plays a starring role in how people connect during the holidays. This year, it’s not only about bold reds or high-end labels. Consumers are bringing new expectations to the wine aisle, seeking authenticity, sustainability, and a touch of adventure. For retailers, distributors, and producers alike, understanding these evolving preferences is essential. Let’s take a closer look at the wine trends worth paying attention to as we head into the most celebratory (and sales-heavy) season of the year.
Sustainability Goes From Buzzword to Buying Behavior
This isn’t just about organic grapes anymore. Consumers are paying attention to how wine is made, packaged, and shipped, and they’re choosing brands that align with their values. From wineries using lightweight bottles to reduce carbon emissions to labels that highlight regenerative farming practices, sustainable wine is no longer a niche. It’s becoming a default. Retailers that make it easier to find these wines, whether through signage, displays, or curated sections, can foster customer loyalty and trust as they head into the holiday season.
Sparkling Wine Isn’t Just for New Year’s Eve
There’s a rising trend of enjoying sparkling wine throughout the holidays, not just saving it for one celebratory toast. More consumers are discovering how well Pprosecco, cCava, and other bubbles pair with rich holiday meals, from buttery sides to roasted meats. And let’s not forget pét-nats and other small-batch sparklers that offer a more experimental edge. Stores might consider building out a “holiday bubbles” section with pairing cards and serving suggestions. Bonus: These bottles are eye-catching on the shelf and make easy host gifts.
Low-ABV and No-ABV Wines Are Gaining Respect
Gone are the days when alcohol-free wine was considered an afterthought. As more drinkers look to moderate during the indulgent months of November and December, they’re searching for lower-alcohol or no-alcohol wines that still deliver on taste and experience. Brands are now using advanced techniques to preserve the flavor profile and complexity of traditional wine. This is an ideal moment for retailers to bring these options forward and help consumers see that balance doesn’t have to mean compromise.
Heritage Meets Modern Palate
Consumers are craving stories. And wine, with its regional roots and multigenerational winemakers, is naturally rich in narrative. But what’s changing is how those stories are told — and the way new generations are engaging with them. Look for renewed interest in Old World regions like Rioja, Beaujolais, and Alsace, alongside fresh attention on lesser-known grapes being championed by younger winemakers. This is an opportunity to spotlight wines that possess depth and authenticity, making them perfect for gift-giving or creating a memorable holiday table.
Wines That Travel Well: Gifting & Shipping
Online shopping is no longer just a convenience; it has become a significant channel for holiday wine sales. But not all wine travels equally well. Consumers are seeking bottles that ship securely, present beautifully, and feel special without being overly fragile. Expect a surge in interest in canned wine for entertaining, giftable boxed sets, and mid-range price points that feel elevated without breaking the bank. Retailers that offer in-store pickup, local delivery, or holiday shipping guidance will be well-positioned to meet customer needs.
Warm Weather Wines With a Seasonal Twist
Here’s one that might surprise you: summer-style wines are finding their way into holiday spreads. Think chilled reds, orange wines, and lighter-bodied whites being served as aperitifs or palate cleansers, with changing climate patterns and evolving menus (think globally inspired dishes, more plant-based options). Traditional full-bodied reds aren’t the only go-to anymore. Stores can experiment with seasonal crossover marketing, promoting “cool-weather rosés” or “holiday chillables” paired with festive food.
Premiumization, But With Purpose
While inflation has many consumers tightening budgets, others are willing to spend more, as long as the product feels worth it. Premium wines continue to trend, particularly those with a strong origin story, ethical production, or artisanal craftsmanship. People aren’t just buying a bottle; they’re buying an experience. For retailers, this means highlighting those higher-end labels that offer emotional appeal, not just a high price tag. Create mini “luxury corners” with tasting notes, food matches, and even QR codes to learn more.
As we head into the heart of the holiday season, wine trends are pointing toward a more conscious, curious, and inclusive consumer base. They want value, but they also want variety. They care about quality, but they also want personality. And most of all, they’re using wine to connect with loved ones, with heritage, and with their own evolving tastes. For wine retailers, this season is about more than just stocking shelves. It’s about telling the right stories, making discovery easy, and giving customers reasons to come back long after the last cork is popped.
