The III° World Forum of Women in Wine was held in Rome with twelve delegations from all over the world connected online. A survey by Nomisma Wine Monitor was presented on who the consumers of the future will be and what opportunities and markets will open up for the wine sector.

Rome, 18 November 2024 – The new generations, but not only them, reward sustainable, authentic and organic wines. They love to travel, visit wineries, prefer light packaging and product innovations such as limited editions. “WINE: sustainability, young people and wine tourism at the heart of the international consumer revolution.”

These insights were showcased at the III° World Forum of Women in Wine held in Rome. As an international strategic partner of Le Donne del Vino, Ms. Michelle Liu, founder of WINWSA, also shared her insights into the consumption trends of China’s Generation Z.

Global “Her Perspective” — A Global Dialogue Connecting Women in the Wine Industry

This is what emerged today at the III° World Forum of Women in Wine, organized in Rome by the Associazione Nazionale Le Donne del Vino, which entrusted Nomisma Wine Monitor with a presentation on “Wine 5.0: the revolution of consumption”. Called together at Palazzo Grazioli were the spokespeople of twelve associations that bring together experts, producers and wine professionals from all over the world with whom the Italians, since 2019 under the presidency of Donatella Cinelli Colombini, have formed an international network and signed an international collaboration pact. This important event offered a day of dialogue to analyze global consumer trends and share strategies to address the challenges and opportunities of the international wine sector, exploring changes in lifestyles, new consumer expectations and the growing role of women as protagonists of this change.

«The World Forum of Women in Wine – said Daniela Mastroberardino, national president of Women in Wine – was an extraordinary opportunity to engage with those who do our work around the world. I take up and carry forward the legacy of Donatella Cinelli Colombini, who started the dialogue between women in wine at an international level. We have understood that the many changes we are experiencing go far beyond the economy, but are linked to epochal transformations. Even from different perspectives, the Old and New Worlds find themselves on many common themes. Today more than ever, building a solid and collaborative network at an international level is essential to face new challenges and seize new opportunities. And with this in mind, we are thrilled to announce a unique event: a large international tasting of the wines of Women in Wine from around the world, which will be held in 2025. It will be an opportunity to publicize the excellence of our wines, tell our stories and strengthen the bonds that unite us. The future of wine is written together, and we are ready to do it».

Insights into Wine Consumption Across 12 Global Markets

While each market differs in terms of traditions, maturity, key consumer demographics, and taste preferences, some common trends emerge globally:

• Overall wine sales are declining;

• Diversification is on the rise, with white wines, sparkling wines, and even rosés showing significant growth in several regions;

• Younger consumers are displaying interest in sustainability, fruity profiles, and low-alcohol options;

• The importance of social media and online channels continues to grow.

The Forum saw the online participation of representatives of women’s wine associations from different countries. Moderated by the journalist and delegate of Lazio Manuela Zennaro, each one brought her own vision on the changes taking place in the sector, highlighting the importance of transnational collaborations, the role of women in guiding new models of inclusive leadership, particularly relevant in emerging markets. Participants:

• France: Melanie Pfister, past president Femme de Vin: «Lighter wines, with very low alcohol: whites are chosen more. The same goes for packaging: fewer and fewer bottles without cork, and the use of bag-in-boxes. Young people and women need more information. And women bring more innovation to communication, they buy and consume more wine».
• Argentina: Cristina Pandolfi – Wine Consultant, President A.MU.V.A: «In Argentina, the purchasing power of families today is lower and therefore wine consumption has also been affected. In the 70s, Argentines consumed 91.8 liters per capita; in 2022 18 liters. The new consumers are curious and ask for freedom, freshness, lighter packaging and sustainability».
• Australia: Jane Thomson – Founder Fabulous Ladies’ Wine Society and Australian Women in Wine Awards: «Young people are looking for Premium beverages between 15 and 30 dollars. They want sustainability and drink wine on social occasions.
• Canada: Susana Ochoa Vega – Founder and President CAWWA Canadian Women’s Wine Association: «In Quebec, the population is older and always asks for advice on everything; buying a house or a wine, they always need certainties. Young people between 18 and 40, on the other hand, follow social media or websites. 72% drink wine with dinner, for an aperitif they prefer spirits or cocktails. Cider and beer are popular. The future? Low-alcohol wines and organic and natural wines».
• Chile: Cristina Alvarez Gonzalez – Journalist and Sommelier, President MUV Chile: «The hectares of Chile are decreasing but consumption remains stable. Young people represent 11% of those who drink wine and prefer easier-to-drink wines with low alcohol content, sweeter and fruitier. For women, there is still a significant gender gap: 87% say they earn less than a man for the same job».
• China: Michelle Liu –Wine Marketer in China and founder of Women in Wine & Spirits Awards: «In China, wine remains a very small sector compared to other beverages: it represents less than 1%. Young people are more attracted to fruit-based cocktails and other drinks with a lot of flavor, they are very social and this has had an impact on wine consumption: if wine wants to reach them, it must arrive on social media. Online wine purchases are very important and have surpassed those in stores. White wine consumption is growing and those who buy are mostly women.

In China, there are approximately 260 million Gen Z consumers with a heavy reliance on social media and online channels. In 2024, ready-to-drink (RTD) beverages and fruity alcoholic drinks are experiencing rapid growth among young people. Livestream shopping has also emerged as a particularly significant channel.

According to incomplete statistics from China’s online platforms, among core alcohol consumers aged 24-40, women are leading the way, outpacing men in their consumption of white wine, sparkling wine, and RTD beverages.».

• Georgia: Tamara Gvaldze – President Georgian Association of Women Winemakers: «Young Georgians prefer red wine (34%) and orange wine (20%). We are experiencing a wine tourism boom: over 7 million visitors are expected in the next few years. Generation Z loves bottle-fermented Pet Nats. They are increasingly informed and educated».
• Germany: Trixi Bannert – President Vinissima: «There is a contraction in consumption due to the economic crisis, but also a new focus on health. People are looking for cheaper wines. Millennials are the biggest consumers but for them drinking wine means having an experience. Younger consumers prefer cocktails, for them wine is too complicated a drink for the new lifestyle».
• New Zealand: Nicky Grandorge – Leadership & Communities Manager at New Zealand Winegrowers and National Co.ordinator of New Zeland Women in Wine: «90% of people consume local wines, but consumption has fallen by 20% in the last 20 years. What do young people between 21 and 24 bring to a party? Alternative drinks to wine, possibly low alcohol».
• Peru: Carmen Robatty Abrill de Moquillaza – President Las Damas del Pisco: «We have a very high per capita consumption of alcohol: Peruvians prefer sweet and strong drinks. They drink Chilean and Argentine wines but also Spanish ones. Beer is at the top of the top ten drinks consumed. For young people, wine is too expensive, they consider it elite. However, they love pairing wine and food, we need to work in this direction by talking to them on social media».
• Croatia: Sanja Muzaferija – President Women on Wine: «We are wine producers with over 134 local varieties. There are 188 women producers out of a total of 1,364 winemakers. A sector worth 6 million euros. Young people drink lighter wines: rosés, bubbles and orange wines».
• Austria: Heidi Schrock – Co-Founder 11 Frauen und ihre Weine: «In 2023, we conducted a survey among women and the news is good: 91% know Austrian wines. Women under 30 (83%) drink Austrian wines. Women prefer wine, men prefer beer. We believe and are betting a lot on wine tourism».

The Era of WINE 5.0: Shaping the Next Global Trend

Over the past 20 years, Italy’s wine consumption has declined from 29.3 million hectoliters in 2003 to 21.8 million in 2023. Nevertheless, new consumption hotspots are emerging, with the United States, Asia, and Australia showing strong market performance. Key areas for future development include:

• Promoting sustainability and eco-friendly packaging;

• Expanding limited-edition products and innovative consumption formats;

• Emphasizing quality and health-conscious choices;

• Positioning wine tourism as a strategic resource.

This forum, by focusing on global trends and collaboration, has enhanced the industry’s foresight in navigating the new era of wine consumption.

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Photo Credit: Le Donne del Vino