The wine and spirits world is in the midst of a subtle shake-up. No longer is it enough to have a pretty label and a catchy name. Consumers are evolving. They’re swapping hangovers for health kicks, chasing experiences over excess, and yes—buying more booze online than ever before. If you’re in the industry, you’ll need more than a decent vintage to stay ahead. You’ll need a marketing strategy as refined as your finest single malt.

Let’s uncork what’s really going on.

The Rise of Mindful Drinking (No, It’s Not an Oxymoron)

Once upon a time, a night out wasn’t a night out without a drink in hand. These days, it might be a kombucha or a no-alcohol Negroni. The “sober curious” movement isn’t a trend—it’s a shift. And it’s gaining ground, especially among younger drinkers who want all the flavour without the foggy head.

But here’s the twist: most of these consumers aren’t quitting booze altogether. They’re mixing it up. One night, it’s a craft beer; the next, it’s a zero-proof spirit that looks and feels like the real deal. That’s a massive opportunity.

If you’re a brand, this is your moment to get creative. Don’t market these products as diet versions. Make them aspirational. Make them social. Make them delicious. No one wants to feel like they’re missing out. And frankly, they shouldn’t have to.

Ready-to-Drink: Not Just for the Beach Anymore

Once the domain of sugary cocktails in plastic bottles, RTDs (that’s Ready-to-Drink for the uninitiated) have had a serious glow-up. Think sophisticated flavours, minimalist cans, and the kind of quality you’d expect from your favourite bartender.

People are busy. They want convenience, but they also want class. RTDs hit that sweet spot. From spiked seltzers to barrel-aged Old Fashioneds in a can, there’s a growing appetite for pre-mixed magic.

Premium is the new standard in this category, and brands that get the flavour right—and shout about it properly—stand to win big. The real magic? It’s in storytelling. Tell the tale of your ingredients, your process, your passion. People don’t just want to drink; they want to connect.

Premiumisation: Still Important, But With a Caveat

Let’s not kid ourselves—times are tight. But that doesn’t mean people are giving up on quality. It just means they’re more selective. Premium isn’t dead. It’s just more conscious.

Consumers are still happy to spend a bit more—if they believe it’s worth it. That means your marketing has to do more than look pretty. It has to justify the spend. Talk about craftsmanship. Talk about heritage. Talk about the little details that make your bottle worth picking up (and paying for).

And if your target market includes those still splashing out on premium beer? Double down. That sub-sector’s showing resilience even as others tighten their belts.

Agave’s Moment (Again)

Tequila and mezcal aren’t just for wild weekends anymore. They’ve grown up—and so has their audience. People are sipping slowly, asking questions, and appreciating the complex profiles of these agave-based spirits.

Marketing these beauties? Focus on the origin story. From the hands that harvest the piña to the unique terroir of each region, agave spirits are rich in narrative. Your job is to bring that to life.

What About Cannabis Drinks?

A little bit edgy. A lot of interesting. Cannabis-infused beverages are bubbling under the surface—and in legal markets, they’re starting to break through. Whether you’re exploring this space or steering clear, you can’t ignore it.

If you’re a traditional brand, think about how your products sit alongside this new category. Differentiate yourself clearly—or, where it makes sense, collaborate.

Digital Is the New Tasting Room

Your customer’s first impression often starts online. If your digital presence is dated, clunky or—worse—non-existent, you’re already playing catch-up.

E-commerce isn’t just a sales channel; it’s a brand experience. From seamless checkout to tailored recommendations, every click matters. Add a subscription model or personalised offers and you’re turning one-time buyers into loyal fans.

More than that, data is your secret weapon. Who’s buying? What are they drinking? When do they re-order? Use that insight to craft campaigns that hit the right note. Say goodbye to scattergun ads. Say hello to relevance.

Be Where They Scroll

Social media isn’t just for influencers and food porn. It’s your direct line to your audience. Done right, it builds community, loyalty, and buzz (the good kind).

Forget polished perfection. Today’s consumers—especially younger ones—crave realness. Show behind the scenes. Share your story. Post a fail or two (it builds trust). Collaborate with micro-influencers who already speak your audience’s language.

Want to make it stick? Encourage your followers to post their own content with your brand. Nothing beats social proof from a real customer.

Get Out There: Real Experiences Still Matter

From pop-up tasting rooms to virtual wine tours, experiential marketing is booming. Why? Because people remember how you make them feel. Let them feel something brilliant.

AR and VR can add a techy twist, but even simple events—done right—can leave a lasting impression. The key? Make it interactive. Make it personal. Make it fun.

If you’re running a tasting, why not let guests blend their own bottle? Partner with an artist for a label design night? Anything that turns customers into creators is worth its weight in Bordeaux.

Navigating the Red Tape (Without Losing Your Mind)

Regulations are getting stricter—and more complex—especially around low/no alcohol advertising. Whether it’s labelling laws in the US or age-related ad restrictions in the UK, ignorance isn’t bliss. It’s expensive.

Stay sharp. And if you’re experimenting with packaging sizes or alternative products, keep an eye on the fine print. New formats could be a boon—if they’re used strategically.

Looking Ahead: Stay Curious, Stay Agile

The future belongs to brands that embrace change with open arms (and full glasses). Tech, transparency, and trust will be the hallmarks of winning marketing. Consumers want to know what’s in the bottle, who made it, how, and why.

If your brand stands for something—sustainability, quality, tradition, innovation—shout it from the (digital) rooftops. And whatever you do, don’t stand still. In this industry, the only thing that ages well is wine.

Cheers to evolving, innovating, and most of all, standing out.