Wine Market: Sustainability, Formats, and the Shift to Kegs

Wine moves in cycles, but the changes happening now feel more practical. Producers rethink farming inputs, bars shift to new pouring systems, and shoppers look for formats that fit their routines. Even long-standing habits like relying on glass for everything are loosening as kegs, boxes, and lighter bottles show up in more orders. These shifts matter for anyone managing stock, planning assortments, or navigating tighter supply chains. If you’re watching how demand spreads across formats, or how sustainability shapes contracts, the market is full of clues worth tracking. This breakdown walks you through the forces shaping wine’s next stretch.

When you look closely at recent wine data, you notice a category moving at a steady pace—slow enough to track, but wide enough to change how buyers plan assortments. Multiple reports point to continued expansion across 2026–2030. For instance, Mordor Intelligence highlights a stable upward curve driven by shifting drinking habits and broader format adoption.

Growth isn’t confined to the usual wine territories anymore. Drinktec points out that shifts in demand are coming from both rising markets and the packaging replacing older habits. Producers rethink how wine travels and how much waste each format creates. Meanwhile, younger drinkers move toward lighter expressions, and sparkling wines show up in more laid-back moments. On-trade venues test formats that keep pours consistent and reduce what gets thrown out.

Research and Markets projects the wine market to settle somewhere near USD 470–500 billion by 2030, though the exact figure will move with changing vineyard yields, shipping costs and the pace at which newer formats gain acceptance. What becomes clear is how differently each tier moves. Premium wines keep gaining ground, value ranges maintain their dependable volume, and the formats growing fastest are the ones stepping away from traditional glass altogether.

Canned wine, boxed wine, and kegged wine continue gaining ground. Convenience helps, but it’s not the only reason these formats grow. Lower waste and steadier cost management matter just as much. Interpack notes that bag-in-box wines are turning into everyday options in many regions, valued for practicality and a lighter environmental footprint.

These changes shape buying decisions. Retailers must rethink shelf distribution, restaurants adjust their by-the-glass strategies, and distributors diversify packaging to avoid bottlenecks caused by freight or glass shortages. The category is expanding—not only by value but also through wider drinking occasions and fresher interpretations of what “wine format” can mean.

Wine production still clusters in familiar regions, but the shape of global demand keeps shifting. Some areas deepen their dominance, while others open small but promising windows for sourcing and distribution. Each region behaves differently, so it helps to look at them side by side rather than as one large “global” market.

Europe

• Europe remains the backbone of global wine production. France, Italy, and Spain continue to account for close to half of world output. Their export networks remain strong, especially into North America and northern Europe.
• Germany, the Netherlands, and the UK remain major entry points for imported wine, supported by strong retail networks and steady on-trade demand. These markets also experiment more with non-glass formats, which helps imports move faster. EU sustainability rules push producers to lighten packaging and trim transport emissions, a shift Drinktec highlights as influencing how exporters plan their shipments.

North America

• The U.S. remains a major force in shaping premium wine demand. California sets most of the pace, yet other regions keep carving out their own space. Washington and Oregon hold steady traction, while emerging areas like Texas, Arizona, and New York build recognition through small but steady production gains.
• Imports are strong here as well, especially in sparkling, rosé and alternative-format wines. Canned wine demand, for example, is covered widely across U.S. and Canadian retail reports. Buyers in this region move quickly when a new format proves efficient, making it one of the fastest adopters of kegged wine and bag-in-box upgrades.

Asia-Pacific

• Asia-Pacific’s interest in wine keeps widening, but in its own way. Cities lean into premium bottles and sparkling styles, and shoppers often look for packaging suited to gifting or special occasions. China’s imports move up and down but still matter. Across Southeast Asia, growth comes from hotels, airports, and tourism which are heavy markets where wine is tied to dining rather than tradition.

Latin America

• Argentina and Chile strengthen their export presence year after year thanks to competitive pricing and distinct style identity. Domestic consumption stays stable, but exports remain the real driver.
• Brazil’s interest in chilled, sparkling and lighter wines is becoming notable. Retailers here adjust assortments around warmer climates, meaning formats like boxed wine often move faster than expected.

Africa & the Middle East

• These regions hold smaller shares but show consistent expansion. South Africa continues to increase exports, supported by both competitive production costs and a strong reputation in Europe.
• Meanwhile, Gulf markets experience growing demand through hotel, airline and on-premise segments tied to tourism. Premium selections, neat packaging, and strict traceability rules guide purchasing behaviour.

• Tariff uncertainty still looms large. As 2026 begins, negotiations over tariff regimes for imported wine and spirits remain unsettled, and this could continue to push costs unpredictably for importers, unless a tariff-free outcome is agreed.
• Volume sets the tone in 2026. With bulk shipments taking up more than a third of global wine trade, excess supply gives buyers more room to negotiate, while exporters adjust pricing and contract terms to keep volumes moving rather than holding out for higher margins.
• Demand patterns are changing. Europe’s wine consumption has declined over time, and recent data suggests that shifting occasions and preferences continue to reshape volumes, which impacts inventory and shipment planning in 2026.
• Climate and demographic pressures affect volumes. Reports show that producers face demand contraction linked to aging drinker bases and climate variability, which could tighten supply in some regions while encouraging diversification into new products.
• Digital readiness is a weak link. Only a small share of wine companies can react to supply chain disruptions quickly, highlighting a gap in digital tools and logistics agility that could slow responses to bottlenecks throughout 2026.
• Export growth plans are underway in key producers. Countries like Serbia are making moves to reduce trade barriers and boost exports, which may open fresh pathways for wine shipments out of Eastern Europe in 2026.
• Keg demand tightening and cost pressure: on-tap programs are expanding, pushing stainless-steel keg lead times up. Industry trackers show keg/steel costs up roughly 8–12%, depending on size and finish; expect longer equipment lead times if you’re rolling out a keg program. 
• Import & traceability rules rising in SEA: several Southeast Asian import regimes are tightening documentation for organic, low-sulphite, and region-of-origin claims. 
• Shelf-life and oxygen control matter more: retailers now ask for longer stable-shelf guarantees on boxed and kegged wines, which pushes producers toward improved filtration, oxygen-management, and stabilization steps which are practical tech that extends open-keg and boxed life. 
• Sustainability credentials now affect tenders: EU and some national tenders increasingly score carbon, regenerative practices, and lightweight transport as procurement criteria. Suppliers with documented carbon or regenerative actions gain tangible RFP advantage. 

Today’s wine buyer moves between bottles, cans, boxes, and kegs without hesitation. They want formats that match the moment, plus clear sourcing and steady flavour. These are simple cues that help them feel confident about the pick.

Sustainability as a Purchase Trigger

Buyers now lean toward wines that show how they were grown, shipped and packaged. Lightweight bottles, cleaner vineyard records, organic certifications, and lower-impact production steps help a wine stand out fast. EU procurement rules amplify this shift. When environmental metrics tie directly to tenders, sustainable wines move from “nice to list” to “expected on the shelf.”

More Casual Drinking Moments

Wine shows up in places where people once reached for beer or simple canned drinks. Unplanned occasions favour formats that don’t slow anyone down. Cans and boxes move fast in these spaces, and kegs support venues running high-volume pours. Retailers use them to shape tighter, more responsive assortments.

Premiumisation Paired With Practicality

Shoppers still trade up, but they balance it with everyday practicality. A premium bottle might anchor a weekend meal, while a boxed or canned option covers busy weekdays. This blend shapes how shelves are built: a clear premium lane with storytelling, paired with formats that solve real-life routines. It keeps the category accessible without flattening margins.

Wine Kegs for On-Trade Efficiency

Restaurants turn to wine-on-tap for smoother service. Kegs pour fast, stay stable for weeks, and eliminate guesswork around open bottles. Costs even out, and waste drops without much effort. For distributors, this creates predictable rotation, steady re-orders, and a format that aligns with sustainability without demanding huge menu changes.

Transparency & Provenance

People want labels they can read without decoding. Clear grape varieties, regions, sweetness levels, sulphite details, and simple production notes reassure shoppers who want reliable wine choices. Natural and low-intervention styles still attract younger drinkers, though most buyers look for consistency first. Straightforward information helps both groups feel more confident when choosing a bottle or can.

GIUSEPPE ALAGNA FU ANTONIO SRL – Italy

Alagna Vini reflects the pace and heat of Marsala in a straightforward way. Their portfolio moves from classic Marsala to Zibibbo, Moscato, and simple Sicilian table wines that fit everyday shelves. Their style avoids over-engineering; the wines stay familiar, clean, and easy to position. Retailers like them because the range slots into multiple price points without needing complex introductions.

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SCA LES VIGNERONS RÉUNIS DE MONSEGUR – France

Cave de Monségur blends cooperative strength with careful winemaking. Their portfolio spans bottled labels and bulk wines used by many private-label programs. What buyers like most is the reliability: consistent flavour, clear specs, and production that scales when needed. Brands such as M de Monségur and Château Peynaud Bagnac offer familiar French profiles suited for both retail shelves and foodservice.

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ZAORA EXPORT XXI – Spain

Zaora focuses on Spanish wines that adapt easily to different markets. They offer organic lines, D.O. wines, oak-aged options, and packaging that ranges from bottles to Bag-in-Box and Tetra. Custom label capabilities make them a strong fit for private-label projects. Distributors often pick Zaora when they want approachable Spanish styles supported by flexible design, competitive pricing and fast turnaround.

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The wine market is moving in several directions at once, and that’s what makes it interesting. Traditional bottles still hold their place, yet lighter packaging, keg programs and boxed formats keep earning more space because they fit how people drink now. Sustainability, origin clarity, and convenience shape most decisions, whether on a retail shelf or behind a bar. For buyers and distributors, the opportunity sits in choosing formats that travel well, suppliers that stay transparent, and ranges that make sense for each channel. The next few years favour those who adapt early and stay flexible as demand continues to spread.