From AI to NOLO: 5 Wine Trends to Tap Into For 2024

No product or service is immune to the flux of trends. Be it the rise of AI or the increasing effects of climate change; worldwide trends impact the wine industry as much as any other. As we make our way toward the final quarter of the year, here are six key trends affecting wine to tap into in the coming year:

The Rise of AI

According to the World Economic Forum, many workers today fear being replaced by artificial intelligence (AI), a similar fear expressed during the Industrial Revolution. Don’t panic! 

We are seeing the emergence of a whole new set of occupations thanks to AI, with some predicting that AI technology will create a stunning 97 million new jobs by 2025. AI integration across industries drives demand for new roles, such as “Prompt Engineers” or “AI Whisperers.” They specialize in crafting optimal textual inputs to refine AI chatbot interactions. 

You might wonder, as a winery, why should you care? Artificial Intelligence is known for reducing repetitive work, improving efficiency, delivering accurate results, and streamlining processes. Where smaller wineries can't afford larger teams or outsourced help, let AI like ChatGPT be your new office assistant. It can provide invaluable insights based on vast amounts of data in real-time, from analyzing customer reviews and feedback to refining tasting notes. 

For wineries looking to modernize their operations and enhance customer experience without breaking the bank, integrating AI tools is not just an option but a strategic advantage.

Sustainability, Meet Regenerative Agriculture

Perhaps it’s because the term “sustainability” was bandied about so much that it’s somewhat lost meaning. But here’s something that does matter: the next generation of wine consumers (here’s looking at you, Gen Z) cares — a lot. 

We have young advocates like Greta Thunberg to thank for that, and the Boomer’s generational legacy is, in essence, leaving behind a world on fire. The good news is that most winemakers out there have been doing things in a mindful way all along. Due to the very nature of wine being a cyclically annual product, good farming practices are required to remain competitive. 

While certifications like “organic” and “biodynamic” can be costly and tricky to adhere to, there is a rising trend among boutique winegrowers who embody a mindful farming philosophy — one akin to the French concept of “la lutte raisonnée’ (meaning ‘the reasoned struggle’). While not strictly organic or biodynamic, "la lutte raisonnée" seeks a middle ground where chemical treatments are used only when necessary and are always considered a last resort. It’s a conscientious approach that feels much more attainable for many farmers. 

With this paradigm shift comes regenerative agriculture, a term referring to farming and grazing practices aiming to restore and enhance soil health, biodiversity, and ecosystem functions. The core idea is to reverse the adverse impacts of conventional agricultural practices and, ideally, combat climate change by sequestering carbon in the soil and enhancing the land's overall resilience. For many wineries, regenerative agriculture is the ultimate expression of stewardship. Watch this space: This term is set to replace “sustainability” in the coming years.

Buy Less, But Better

Now that we’ve touched on the changing habits of Gen Z, here is another trend to keep in mind: they’re not drinking as much. For humanity, this is a good thing! For the wine industry, this might be perceived as… not so good. But it’s not all doom and gloom. 

Some regions, like the US, UK, and Japan, saw a post-pandemic surge in wine drinkers. This growth is attributed to people, especially younger adults, returning to bars and restaurants. Younger drinkers drink less wine per occasion, have high moderation levels, and are less brand-loyal. In short, they buy less but better. As they’re the generation raised amid ongoing recessions and increasing inflation, we can’t exactly blame them. 

If you’re a winery, NOW is the time to premiumize. According to IWSR Analysis, premium wines are outperforming lower-priced ones. The pandemic saw an impressive increase in demand for fine wines. Moderation in drinking is a global trend, with the number of regular adult wine drinkers declining, especially in the under-34 age segment. While there's a reliance on older drinkers, wine producers must innovate to attract younger, legal drinking-age consumers. 

Whether that means having a presence on TikTok (take your cue from serial winemaker Joe Wagner, who achieved 25M+ likes on the platform) or supporting diversity for those who have historically faced discrimination, think about what you do and how you can do it better. Then do it. 

YOLO, so NOLO 

Trends tend to have a knock-on effect. Along with drinking better quality wine, a growing cohort of millennials and Gen Z customers either opt for low-alcohol options when browsing the wine shelves or are teetotalers altogether. 

In short, they want NOLO — no and low-alcohol wine.  Gone are the days of the French paradox, with a glass a day keeping the doctor away. This is the era of health, wellness, and clean partying. With the proliferation of iPhones and the possibility of being captured when all inhibitions have vanished, why take the risk? That's why low-alcohol wines are gaining traction. 

Advanced spinning cone technologies have resulted in some pretty competitive flavor profiles. No-alcohol wines face acceptance challenges despite improvements in taste, but interest in them is growing. If you’re a restaurant or retailer, offering a non-alcoholic wine might soon be as important as featuring a locally brewed kombucha or craft beer.

Level Up The Online Experience

Working from home means shopping from home. It’s no longer sufficient to have a website built five years ago. Your website is as crucial as your tasting room; it needs regular updates, decluttering, and new offers. 

The pandemic saw growth in wine clubs and online subscriptions, with direct-to-consumer efforts blending storytelling with technology to offer consumers a deeper connection to wines and their producers. Refine your brand messaging to make it less generic. Pictures of vines and mentions of terroir just won’t cut it anymore. 

Implement an email series to bring in money while you sleep, and hire a UX specialist to improve the online shopping experience. After all, retention is the new acquisition; it's about extracting value and selling more wine to the same people. 

Ensure you review your entire online shopping experience. Which packaging and communication arrive at your customer's doorstep? Is there room for a thank-you note? Could you add more sustainable or beautiful packaging, maybe faster or penny shipping? 

It's a never-ending story that can reap incredible rewards if you give it the attention it deserves. Your customers will thank you for it. 

The landscape is transforming, from the efficiencies of AI to the Gen Z push for accountability. The “buy less, buy better” sentiment prevails, and the rise of NOLO wines signifies changing drinking habits. As digital continues to dominate, wineries opt for experiences that mirror their tasting rooms. Embracing these trends is essential — emphasize value for current enthusiasts while welcoming new ones. The wine world never gets boring!