There was a slight recovery in wine in 2021 due to strong volume sales in the off-trade, which saw another positive year of trading. The on-trade performed below expectations as it was still affected by pandemic restrictions in some periods of 2021.
Premiumisation was one of the most visible trends in the off-trade as rising wine consumption at home encouraged consumers to opt for higher quality wines. Premium wines are more affordable when buying via off-trade channels compared to the on-trade.
Sustainability continues to gain relevance for wine consumers and producers continue to invest in providing solutions to meet this demand. Several brands launched wine in cans in 2021 in white, rosé and sparkling wine creating lower-calorie, convenient and more sustainable wine options for young adults when on the go.
Wine is expected to see strong volume growth over the forecast period as tourism and the on-trade recovers from the difficult pandemic years. The on-trade is expected to witness two years of double-digit volume growth in 2022 and 2023, although total on-trade consumption will remain below pre-pandemic levels.
Despite the huge popularity of red wine in Portugal, white wine and rosé are expected to present more dynamic growth over the forthcoming years as wine producers develop their products in this area. Product portfolios that already include white wines are now being extended to include a rosé option.
Sustainability will continue to be a key theme in the future development of the wine category, not only in production methods but also in packaging. Alternatives to glass packaging are set to grow, notably the bag in a box, which more brands will embrace moving forward.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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