One of the strongest trends of 2025 in the wine industry is the phenomenon called "premiumization". We are not talking about expensive labels or inaccessible bottles, but about a profound change in consumer behavior. New generations no longer choose quantity, but emphasize real value, authentic taste and identity of the wine.
What is "premiumization" in wine?
Premiumization does not just mean choosing a more expensive wine. It means a conscious choice: consumers prefer to buy less, but better. Wines with traceability (clear provenance) are sought, which express an authentic terroir, made with transparency and respect for the consumer and the environment, but also with real stories about the winery, the winegrower or the grape variety.
Essentially, premium wine is that wine that offers a memorable experience, not just a good taste.
What does “premium wine” mean in 2025?
Wines in this category are differentiated not by price, but by the perceived quality and emotional value they bring. Even in the sub-20 euro segment, more and more consumers are choosing expressive, well-crafted wines with character. Local or rare varieties from limited editions, artisanal products, with modern labels are sought after.
This approach aligns with the desire of younger generations to consume more responsibly, but without compromising on taste or story.
Who supports the trend?
The premiumization trend is mainly driven by Millennials and Generation Z, consumers who want to educate themselves, are curious and connected to the values of sustainability, conscious consumption and authentic quality.
They choose to consume wine less often, but better, are interested in organic, natural or biodynamic wines, appreciate local wines or wines with a strong cultural story and are influenced by recommendations on social media, wine pairing apps and do not say no to wine in a cocktail or spirits.
In parallel, restaurants in big cities and wine bars offer carefully selected wine lists, emphasizing small producers, terroir and story, even in accessible menus.
What does this mean for wineries, specialty stores and retailers?
For producers and retailers, premiumization brings the opportunity to:
- differentiate the brand through authenticity and transparency
- emphasize label design and the story behind the wine
- educate the public through tastings, winery tours, digital and social content
- invest in sustainable and ethical practices that increase consumer loyalty
Conclusion: less, but better
Premiumization is more than a trend. Consumers no longer want "perfect" wines in the classical sense, but wines that say something, that convey emotion, that leave a mark. And the choice to drink "less, but better" is becoming the new normal.
Alina Iancu
26/07/2025
