Wine Marketing Archives

Uncorking Profit: How Reimagining Wine Education Can Boost the Industry

At Wine Paris 2025, Areni Global unveiled its whitepaper Rethinking Wine Education, the result of an 18-month research initiative led by CEO Pauline Vicard. The project addressed a pressing concern in the wine industry: the persistent gap between current educational offerings and the evolving needs of the global wine trade.

Findings: A Misalignment of Passion and Proficiency

The research encompassed roundtables, workshops, and interviews with key stakeholders across the USA, Netherlands, and China, including recruiters and educators. The consensus was clear—while the industry attracts passionate and creative individuals, many lack essential business competencies.

Notably, institutions like the Wine & Spirit Education Trust (WSET) reported a 15% rise in Diploma candidates in 2024, demonstrating strong demand for wine-specific education. However, trade leaders consistently highlighted critical deficiencies in broader professional skills—particularly in sales, finance, and strategic planning.

The Ten Core Skill Gaps Identified by Areni Global

Financial literacy and commercial awareness
Project and operations management
Sales strategy and execution
Market and consumer insights
Digital content creation
Data literacy and analysis
Professional resilience and adaptability
Negotiation and conflict resolution
Strategic foresight and entrepreneurial initiative
Communication: editing and writing

This deficit extends beyond technical knowledge. Respondents cited challenges with communication styles, noting that some professionals are unwilling to promote wines they dislike or speak condescendingly to customers.

Conclusion: Towards a Holistic Wine Education Model

The whitepaper argues for a recalibration of wine education—integrating commercial and interpersonal competencies alongside traditional wine studies. Such a shift is essential to develop well-rounded professionals capable of sustaining and scaling profitable wine businesses in a competitive global market.

Source: Areni Global

Champagne Telmont Debuts the World’s First Ultra-Lightweight Standard Champagne Bottle

This Earth Day, Champagne Telmont introduced the world’s first ultra-lightweight standard champagne bottle to the U.S. market. Weighing 800 grams (1.76 pounds), this bottle’s debut with Champagne Telmont’s Réserve Brut marks a major milestone in sustainable winemaking, reducing carbon emissions by 4% per bottle and challenging long-held industry conventions.

Bottle manufacturing accounts for nearly 30% of Champagne’s carbon footprint. For over two decades, the standard bottle weight remained unchanged at 835 grams, with lighter alternatives dismissed as unviable due to the pressure requirements of champagne-making. But Telmont, driven by its In the Name of Mother Nature mission, challenged industry norms. After years of rigorous research and testing, the Maison vetted an eco-conscious bottle without compromising strength or elegance.

Developed in partnership with French glassmaker Verallia, Telmont co-developed a significantly lighter bottle while maintaining Champagne’s essential pressure resistance and refined aesthetic. This innovation requires no modifications to production processes or existing manufacturing equipment, ensuring seamless adoption across the industry.

“Creativity and innovation must go hand in hand with responsibility. By adopting this ultra–lightweight bottle, we aim to redefine industry standards and contribute to a more sustainable future for Champagne,” says Ludovic du Plessis, President of Champagne Telmont. “We aim with this new bottle to set a new standard for Champagne, in the name of Mother Nature.”

Telmont’s innovation could eliminate 8,000 tons of CO2 emissions annually if adopted industry-wide. This innovation is not subject to any exclusivity, ensuring that it benefits as many people as possible. There are no barriers to its immediate and widespread adoption across the entire Champagne region as a new standard for the appellation.

Telmont began producing the 800g bottles in 2022 with an initial run of 3,000 bottles. Following the required three-year aging process, these bottles are now arriving in the U.S. market. In 2023, production scaled to 30,000 bottles, followed by 220,000 bottles in 2024 and from 2025 on 100% of Telmont bottles will be produced at this new, lighter weight.

Champagne Telmont’s Réserve Brut will be rolling out in the 800-gram bottle through select in-person retailers and on Champagne Telmont’s website (HERE) for an SRP of $76.

ENJOY NOW WINES, LLC: Young Sommeliers Bridging the Gap Between Gen Z + Millennials to the Wine World

Enjoy Now Wines, LLC, based in Sonoma, California, announced last week the official launch of its new community of ‘young sommeliers.’ This new initiative is designed to serve as a transformative industry catalyst aimed at fostering meaningful connections between younger generations, specifically Gen Z and Millennials, and the wine industry.

Enjoy Now Wines™ set up a panel of twenty professional somms in the same age bracket of these demographic profiles (21 – 44 years old) to get young people excited to try and enjoy wine now. These young sommeliers (“somms”) look like, sound like, and have the same life experiences as the target with one significant exception: each of the somms are credentialed by a leading wine educational institution and currently use that certification in their full-time careers. The young somm panel represents 8 different states and includes gender, ethnic and lifestyle diversity.

CEO & Founder, Dennis Sones, stated, “Since 2016, we have seen ups and downs through the past decade but have never seen the wine industry hurting as much as it is right now. Excess capacity, the high cost of labor, and self-inflicted tariff wounds are market forces significantly contributing to the hurt right now. But another key reason is that the traditional consumer cohorts of Baby Boomers are consuming less wine or completely leaving the category. At the same time, younger consumers are not entering the wine category.” Wine industry research indicates that younger consumers, known as Gen Z and Millennials, are attracted to alternatives that are perceived to be more interesting, cool and relevant, including craft beer, craft spirits, seltzers, non-alcoholic, and cannabis. Mr. Sones continued, “Some individual brands hope to attract Gen Z and Millennial consumers by launching brands/sub-brands that target their taste-palate with sweeter, fruit flavors in their wines. Still, others are trying to attract this audience through association with organic/sustainability. We are hopeful that these vertical strategies will help individual brands but we’re of the mind that the entire industry needs a new “high tide” that lifts all boats by appealing to the fun and shared experience that these consumers desire and show off in social media.”

Enjoy Now Wines uses a new, proprietary method for evaluating wines that resonates with younger consumers. When 5 Somms Say So™ (agree to endorse a wine), we promote that result in social media and on our website. The proprietary method was developed with the consultation of several somms on our panel as well as two leading Master Somms.

Enjoy Now Wines has a proven and impressive panel of young somms, which Mr. Sones calls “our industry rock stars” who join the other industry rock stars at the front end of the process, the incredible wine makers. The evaluation process is proven, and more wineries are engaging with the panel to conduct evaluations. “Our sincere desire is to get these young industry rock stars to put a spotlight on wine and position it as fun and the perfect shared experience. That naturally connects to the Gen Z and Millennial consumers who enjoy sharing what they are doing, where they are doing it, and what makes these things a great memorable experience. We can do all that with wine!”

For further details: https://www.enjoynowwines.com/

OIV’s 2024 Report on the Global Wine Sector: Emphasizing Adaptation and Multilateral Cooperation

The International Vine and Wine Organisation (OIV) reinforced the importance of multilateral cooperation and adaptation to changing conditions, as global data on the wine sector in 2024 was released at its online Press Conference April 15^th,2025.

The OIV also released statistics on production, consumption and trade from all producing and consuming nations (over 180) to create a snapshot of the sector in the 2024 calendar year.

The data highlights the effects of climate change, shifting consumer preferences and geopolitical uncertainty upon the sector.

OIV Director General, John Barker, said that these impacts present a challenge of adaptation for the wine sector, but that successful adaptation would bring opportunities.

“Working together to develop solutions to climate change and making wine a beacon of sustainability; investing in research on new audiences so that we can see wine through their eyes; reinforcing our commitment to multilateralism and global trade: these are the elements that will lead the wine sector forward.

The OIV has a key role as the global reference for vine and wine, uniting 51 countries to promote cooperation, harmonization and knowledge sharing around the key challenges and opportunities for the sector.”

KEY DATA AND INSIGHTS

Decrease in global vineyard area slows

The global vineyard surface area has been decreasing for the past four years. A contraction of 0.6% to 7.1 million hectares in 2024 showed a slower rate of decrease. The downward trend is driven by vineyard removals across major vine growing regions, but a few countries are showing a dynamic of expansion of their vineyards.

World wine production faces climate change

Global wine production in 2024 is estimated at 226 million hectolitres, the lowest in over 60 years, down 5 % compared to 2023. This is largely due to unpredictable and extreme weather events in both Northern and Southern Hemispheres caused by climate change.

New consumption patterns and diversity of the markets

In 2024, global wine consumption is estimated at 214 million hectolitres (mhl), a 3.3% decrease compared to 2023. If confirmed, this would represent the lowest global consumption level since 1961. This is due to an intersection of economic and geopolitical factors generating inflation and creating uncertainty, as well as a decline in mature markets shaped by evolving lifestyle preferences, shifting social habits and generational changes in consumer behaviour. However, across 195 countries, wine has never been so widely consumed worldwide. It has also been recalled that a number of countries that combine strong overall consumption with very large populations still offer significant growth potential.

Equilibrium between production and demand

Despite ongoing declines in both production and consumption, global market equilibrium is expected to hold in 2024, as production is unlikely to exceed demand_ continuing the trend seen with the small 2023 harvest. Two consecutive years of low output may help stabilize the market, though stock levels are likely to remain uneven across regions.

International trade holds volumes and value

Export volumes held steady at 99.8 million hectolitres (mhl). Export value slightly declined by 0.3% to 36 billion EUR, but remains at a historically high average export price of 3.60 EUR/litre. Inflation and low supply continue to keep prices high compared to pre-pandemic years (almost 30% above).

Bordeaux Launches “Wine By The Glass” To Captivate the Next Generation

Bordeaux is launching a new campaign aimed at encouraging wine consumption by the glass, as the region faces declining exports, shifting consumer preferences, and growing competition from beer. The initiative, called “Bordeaux se met au verre” (“Bordeaux by the glass”), is being rolled out across approximately 100 bars and restaurants in the city. Each participating venue will receive a €250 promotional kit if they commit to offering at least three wines by the glass, including one organic option and one priced at €5 or less.

The campaign is being led by Bordeaux’s Green mayor, Pierre Hurmic, who said the goal is to modernize the image of Bordeaux wines and make them more accessible to younger consumers. “We want to rejuvenate the image of Bordeaux’s wines,” Hurmic said. “It’s also about making the people of Bordeaux and the four million tourists who come here each year more aware of the variety of our wines, not just reds, but whites, rosés and sparkling crémants.”

The move comes as Bordeaux’s traditional full-bodied red wines are losing ground to lighter styles such as Pinot Noir from Burgundy. At the same time, overproduction has forced some growers in the region to uproot vines due to falling demand. Younger French drinkers are increasingly turning to beer, which is often cheaper and perceived as more casual.

Christophe Chateau of the Conseil Interprofessionnel du Vin de Bordeaux (CIVB) said that changing habits in restaurants are also affecting wine sales. “Sales of bottles of wine in restaurants have fallen as people are drinking less and more now order glasses, especially couples when one wants red and the other white,” he said. “You see a lot of Bordeaux wines by the bottle on restaurant wine lists, but not so many by the glass.”

To support the campaign, the Bordeaux Wine School will offer training for restaurant staff on how to properly store and serve wine by the glass. The use of wine-on-tap systems is also being considered as a way to reduce waste and maintain quality.