Stop Chasing Trends. Yuck.
The wine industry has a problem. It’s chasing trends like a dog chasing its tail, and frankly, it’s embarrassing. Glittery marketing gimmicks, over-designed labels, and buzzword-heavy campaigns might grab attention for a moment, but they don’t hold up. The best wines — the truly great ones — don’t need any of that. They’ve proven their worth for hundreds of years because they’re rooted in something much deeper.
The Problem with Trends
Trends are fleeting by nature. One minute, it’s rosé in a can; the next, it’s low-alcohol spritzers. Sure, these things generate buzz and maybe even temporary sales spikes, but they don’t build loyalty. They don’t make people fall in love with wine. Instead, they dilute the very thing that makes wine special.
What makes wine stand out from beer, cocktails, or RTDs is its connection to place. That sense of terroir — the soil, the climate, the landscape — is wine’s soul. When we bury that under layers of trend-chasing fluff, we lose what makes wine timeless. And let’s be honest: no one’s reminiscing about a glittery wine bottle 20 years later.
Why the Best Wines Always Win
Great wines don’t rely on gimmicks. They win because they’re honest. They let the land speak for itself. From the rocky soils of Châteauneuf-du-Pape to the basalt stones of Washington State’s Rocks District, these wines carry the story of their origins in every sip. They don’t need a viral TikTok campaign or a celebrity endorsement to prove their value.
Look at the icons of the wine world. Bordeaux, Burgundy, Barolo, Napa Valley — these regions didn’t become legendary because they followed trends. They became legendary because they focused on the fundamentals: the land, the grapes, and the traditions that have been honed over centuries. Trends may come and go, but terroir stands the test of time.
Why Authenticity Matters More Than Ever
Today’s consumers, especially younger ones, are savvy. They see through the noise and fluff. They value authenticity and honesty over glitzy packaging or over-the-top marketing campaigns. If the wine industry wants to connect with this audience, it needs to stop trying to be something it’s not.
This doesn’t mean the industry has to resist innovation entirely. There’s room for creativity — experimenting with sustainable practices, showcasing lesser-known varietals, or rethinking how we talk about wine. But these efforts need to be rooted in something real. They need to honor what makes wine unique: its sense of place.
What We Should Be Doing Instead
Instead of chasing trends, let’s focus on the fundamentals. Let’s tell the stories of the vineyards and the regions. Let’s celebrate the winemakers who are true stewards of their land. Let’s educate consumers about why terroir matters — why a wine from volcanic soil tastes different from one grown on limestone, or how a vineyard’s microclimate shapes the flavor in their glass.
When we focus on what’s real, we create something lasting. We remind people why wine has been cherished for centuries and why it’s worth exploring. Trends are loud and flashy, but they fade. Authenticity is quieter, but it endures.
The Takeaway
The best wines aren’t trying to be trendy. They don’t need to. They win because they’re rooted in truth — the dirt, the climate, and the care that goes into every bottle. It’s time for the wine industry to take a step back, stop with the noise, and get back to what matters. Let’s focus on what makes wine special, not what makes it momentarily marketable. Because, in the end, the best wines always win.
