Every year, Verallia , the European leader in glass packaging production, presents its Wine and Spirits Market Trends report . This year's report, produced in collaboration with the Barcelona-based agency Morillas , aims to inspire and highlight key developments in the sector and future directions. Four major trends are emerging by 2025, reflecting more engaged consumers seeking new experiences and prioritizing well-being above all else. This study will also serve as an opportunity to introduce the new designs that Verallia's teams are ready to develop for their clients.
Reflecting new wine and spirits consumption practices, the Trends 2025 analysis is read through the eyes of three different consumer profiles: “Consumer Profile that is shaping the new horizons of the market.”
- The Eco-Activists. Concerned about environmental challenges, they prefer brands committed to sustainability (local production, recyclable packaging, etc.).
- The Conscious ConsumersWith wellness-focused priorities, they seek out beverages that align with their holistic wellness goals (low alcohol content, infused with natural ingredients, etc.)
- The ExperientialistsConstantly searching for new, unique and memorable tasting experiences (atypical combination of flavours, moment of consumption, etc.).
Through these profiles, we observe four major trends, which illustrate the transformations initiated by the wine and spirits industry:
The return of ethics and sustainability . Brands are now prioritizing authenticity and embracing the simplicity and imperfections of packaging. They are investing in dedicated bottle recycling programs and using unconventional ingredients to respect the planet's resources.
Less alcohol, more well-being . Faced with strong demand, the market for non-alcoholic or low-alcohol beverages is thriving, with complex flavors, functional ingredients, and premium presentations full of vitality.
Tailor-made experiences . Through novel flavors, the boundaries between different types of alcohol are blurring with the rise of Ready-to-Drink (RTD) beverages, blends of juices with low-alcohol spirits, and wine-based cocktails, among others. Brands are also leveraging packaging to maximize the consumer experience and promote new flavors through bottles designed for individual consumption.
The pursuit of added value . Emphasis is placed on aesthetics and sensory design to create authentic luxury experiences, adopting a minimalist aesthetic, understated luxury, or one inspired by the virtual world. This pursuit of added value also translates into the rise of limited editions and signature spirits.
“Understanding new consumer profiles and their preferences regarding beverages and consumption occasions is crucial to ensuring lasting success. These new trends mark a true paradigm shift in our relationship with wine and spirits consumption. They translate into a strong focus on environmental challenges by brands, a return to natural values and minimalism, while continuing to innovate in low-alcohol beverages, flavor combinations, and bottle design. Glass is particularly well-positioned to meet these new demands. 100% and infinitely recyclable, it is the quintessential sustainable material. Furthermore, its inert nature allows for the preservation of beverage quality, thus meeting the expectations of the most discerning palates, as well as the health of consumers. Its versatility offers unparalleled flexibility in terms of design, allowing for the creation of unique and personalized experiences,” explains Elena Andia , Marketing Director of Selective Line.
In response to these trends, Verallia proposes new designs ready for launch:
Grace . An elegant and contemporary bottle perfect for the new, lighter white and rosé wines.
Heritage . A timeless form for premium spirits, tradition and modernity in a single design.
Lora . An iconic design for sparkling wines with rounded shapes for pleasant and celebratory moments.
Mixologist . A geometric design inspired by the art of cocktail making.
Arieta. A stylized silhouette that combines style and sophistication.
Smally . An ultra-light bottle-jar designed for individual consumption. Practical and flexible with several closure options.
