67 Pall Mall reveals the changing face of fine wine demand
67 Pall Mall has unveiled a report for its tenth anniversary outlining the shifting tastes, spending patterns and behaviours of fine wine drinkers, which reveals both a widening repertoire as well great loyalty to fine wine’s top regions.
The insights in the Fine Wine Trends Report were gained through sales at its flagship St James’s club as well as a survey that was sent to its 4,000-strong London membership, along with commentary from its in-house wine team.
The report, published this week, showed that nearly 60% of its members were moderating their purchases of fine due to the increase prices, with 44% said to be buying less wine to lay down for the future.
Members also echoed concerns of the wider market in terms of “en primeur fatigue”, price inflation and the “lionisation of ‘trophy’ wines”, it found.
However, that said, enjoyment of fine wine was still strong, with a “desire for connection over collection” emerging. 85% of respondents to the survey had expanded their wine repertoire over the last ten years, exploring wines from a wider array of countries including South Africa, Greece, Portugal and England, with elegant, lighter red wines proving popular from the likes of Germany in pursuit of quality and value “beyond the traditional Burgundy paradigm”.
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Drilling down into the data, it was easy to see the sales growth (in part due to the expansion of the list itself and the number of members) but also the wines being sold. Comparing the regional breakdown of wine sold in the club by volume in the first six months of 2016 compared to 2025 (a time in which sales increased by nearly 60% (58.8%), there were marked changes. Burgundy remained in the top spot in both periods, although sales rose 63.8%, but Champagne easily outstripped Bordeaux in 2025, having increased sales by around 211% to 5,251 units, up from 1,688 in 2016. This compared to Bordeaux’ 4,282, an increase of around 58.8%.
The biggest growth in sales could be seen from areas at the very bottom of the list thereby off the smallest base, including Oregon (up from 18 to 354), Portugal (from 50 in 2016 to 202 in 2025) and Chile (up from 84 to 274) Meanwhile Sicily rose the highest up the ranks, growing from 96 units to 742 in the ten years.
Growing concerns
The report also looking at members’ major concerns, which saw climate change flagged as a top concerns, followed by overproduction and market saturation. Other areas included the “growing dominance of luxury conglomerates marginalising smaller producers” and the accessibility of wine to younger generations.
Kathrine Larsen-Robert MS, 67 Pall Mall’s head of wine Europe said the most striking aspect was the “marked shift” toward wines from a more diverse array of regions over the past decade. This had been driven by “an appetite for discovery and exceptional value,” she said. “Members are increasingly embracing wines from emerging regions and lesser-known varietals.”
No and low alcohol alternatives however seem not to be gaining traction, even if members were more mindful of alcohol levels, and gravitating towards wines below 14% ABV.
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