February 26, 2025 – In the US and Canada, wine is preferred for its rich flavors and versatility. It enhances dining experiences and caters to diverse preferences with a wide range of varieties. Innova’s 360 research into wine market trends offers insights into evolving tastes, market trends, and the growing demand for quality and sustainability. It also highlights what might develop in the future of the wine market.
Wine Market Size and Trends
Wine is the second largest subcategory in the alcoholic beverages category. The US is the leading country in North America for wine subcategory launches in the past years. Meanwhile, Canada has shown almost stable launch rates in the past five years.
Different generations value tradition in winemaking. Millennials, Generation X, and Boomers prioritize traditionally crafted wines, reflecting a broader consumer desire for authenticity. In fact, wine trends show that 42% of consumers want to see old/traditional recipes applied to new food and beverage categories.
Brands are responding by reviving age-old classics, blending the past with the present to align with current wine market trends. For instance, Passion of Portugal 2020 Reserva showcases local grapes grown on sunny clay-limestone slopes near Lisboa, using extended maceration, traditional fermentation, and oak aging for enhanced flavor. Traynor Family Vineyard 2023 Pulp Fiction Sparkling Wine blends Giesenheim, Hibernal, and Seyval Blanc, creating a vibrant, citrus-forward pet-nat made with natural fermentation and sustainable practices. This aligns with Innova’s top trends of 2025, ‘Tradition Reinvented,’ as consumers seek to reconnect with culinary heritage while embracing innovation.
Leading Wine Brands
Ridge Vineyards is the frontrunner for wine launches in the US and Canada. This is followed by Aldi, Montinore Estate, E and J Gallo Winery, and Fetzer Vineyards. Wine trends research shows that these top 5 companies account for a total of 6% of wine subcategory launches in the past year.
Health is a key driver of moderation, with 48% of consumers citing it as a reason to adjust their diet. This is reflected in the 22% growth of wine launches in the wine market with low or no alcohol claims over the past year. Brands are responding by offering NOLO (no and low alcohol) wines that cater to health-conscious drinkers while maintaining craftsmanship and quality.
These wines provide a guilt-free option for social occasions. Wine market trends shows that wineries are using innovative techniques to preserve flavor, mouthfeel, and aroma while reducing alcohol. It enables them to create high-quality NOLO wines that meet the growing demand for mindful drinking.
Wine Ingredients Trends
Consumers are seeking high-quality wines made with real, natural ingredients, with 22% of US and Canadian consumers prioritizing these claims when making a purchase. This demand aligns with the broader shift toward clean labels and high quality, reflecting Innova’s top trend of 2025, ‘Ingredients and Beyond,’ which emphasizes the need to elevate quality beyond just ingredients.
Wine trends research shows that brands are also exploring functional ingredients in wine to raise the bar on health and wellness. For instance, Wine0 Non-Alcoholic Sparkling Rosé Wine offers a better-for-you option with ripe cherry, citrus notes, and added antioxidants. Similarly, Chateau De Kush 2023 Liberta Exotic African Kush Reserve features a hemp CBD red blend. This aligns with the ‘Precision Wellness’ trend, where information culture raises the standard, urging brands to address nutritional requirements for all life stages. By incorporating antioxidants, nutraceuticals, and other wellness-focused ingredients, brands can tap into the growing demand for health-conscious, functional wines.
Wine Positionings Trends
The wine market in the US is experiencing a 25% CAGR growth, driven by the rise of seasonal other/limited-edition claims. This is the leading claim, followed by traditional, vegan, organic, and gluten free. Brands are embracing exclusivity with collaborative limited-edition wine drops, appealing to consumers seeking indulgence and premium experiences.
In the wine market in the US and Canada, 35% of consumers turn to indulgent and premium food and beverages to elevate their mood. Wineries are responding with luxury offerings that emphasize exclusivity and rarity. For instance, Armand De Brignac Vintage 2015 Brut Blanc De Noirs Champagne highlights ultra-prestige craftsmanship, while 90 Plus Cellars Lot 215 Reserve Orange Vino Bianco introduces a limited-release vintage using red winemaking techniques on white grapes.
Wine Flavor Trends
Strawberry, peach, watermelon, mango, and orange are the top 5 flavors for wine launches in the wine market in the US and Canada.
Wine trends reveal that consumers are embracing bold flavor choices in wine, with 19% seeking fruit or superfruit flavors in alcoholic beverages. Brands are exploring fruit fusions and cross-category inspirations, blurring traditional lines with sweet fizz, floral essence, and spicy twists.
What’s Next in Wine Market Trends in the US?
The rise in demand for low-calorie wines presents a key opportunity for wineries to attract health-conscious consumers by offering lighter, diet-friendly options. They can expand their product lines to meet growing wellness trends.
AI and machine learning are transforming the wine market in the US, analyzing consumer preferences to deliver personalized recommendations and tailored experiences. This data-driven approach enhances customer satisfaction and loyalty, making wine selection more intuitive and engaging.
Consumers are also prioritizing social causes, creating opportunities for brands to align with values like sustainability, diversity, and fair trade. As ethical considerations influence purchasing behavior, wineries can strengthen their appeal by showcasing responsible practices. As technology and sustainability reshape the wine market trends, wineries have the opportunity to blend tradition with innovation, creating wines that cater to evolving consumer preferences.
This article is based on Innova’s Overview in Wine in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
