Fruit-forward and aromatic wines win over modern drinkers
Consumers are increasingly choosing wines that are expressive, approachable and flavour-led rather than classic heavyweight styles. From Sauvignon Blanc to RTD wine cocktails, data shows fun and aromatic profiles are reshaping the market. Kathleen Willcox reports.
Napa Cabernet Sauvignon is so 2010s*. (*Unless you’re a well-funded, knowledgeable buyer of back vintages, in which case, they – alongside Champagne, Grand Cru red Burgundy and Second Growth Bordeaux – are selling gangbusters.)
“White wines are what’s winning people over,” says Kaleigh Theriault, director, beverage alcohol thought leadership at NielsenIQ (NIQ), a global consumer trend analyst. “About five years ago, the inverse was true. Cabernet Sauvignon and Merlot were growing. Now it’s the reverse, and it really goes beyond wine.”
Theriault – and the data – argues that consumers are looking for products with a sweeter, more flavour-forward profile. Brands that are more focused on flavour and aroma tend to resonate more with buyers.
“The wine industry doesn’t always communicate very well about what a variety might deliver,” Theriault says. “And wine can be intimidating for a casual shopper. Brands that market outside of traditional varieties and focus more on blends and the flavour aspect are standing out right now.”
White wines outperform reds
Chardonnay is generally synonymous with white wine in the US, but what consumers are gravitating toward is anything but.
Zach Poelma, senior vice president of supplier strategy and insight at Southern Glazer’s Wine & Spirits, North America’s largest alcohol distributor, which has an estimated $26 billion in revenue and 36% of the country’s wine and spirits market share, notes that sales of Sauvignon Blanc are growing.
“White wines continue to outperform the broader category, declining at only about half the rate of red wine,” he notes. Indeed, sales of red wine are down -7.4%, while sales of white wine are down -4%, according to NIQ. “Sauvignon Blanc continues to grow about 1% overall and has picked up about 1 share point in the last year. The sweet spot for Sauv Blanc growth though, is the $15-$20 price point as consumers have continued to premiumize a bit in this category. $15-$20 is growing about 6-7% for Sauv Blanc, vs. a mid-single digit decline overall.”
Theriault concurs that wines in the $11-$49.99 range are the most resilient, with $15-$25 as the “sweet spot, because the wines are a nice price, and people feel like they’re a good value.”
Producers see sales surge in aromatic whites
Jon Owens, co-founder of Balsall Creek Winery in the Willamette Valley, makes multiple single-variety wines, including regional stars Chardonnay and Pinot Noir. But he has found that outliers Aligoté and Sauvignon Blanc are actually selling more briskly.
“Last year, Aligoté was our top-selling white wine by volume and is up about 37%, year-to-date,” Owens says. “Sauvignon Blanc was our top-selling white wine by volume this year and is up by 116% compared to the same time last year.”
White wines, in general, outsold Balsall’s reds this year. In 2024, the mix was 55% red wines and 45% white wines (excluding Sparkling and Rosé). In 2025, that has flipped. The mix is 52% white wines and 48% red wines.
At Brassfield Estate Winery in Lake County, CA, president Chris Baker says that aromatic whites are thriving.
“Sauvignon Blanc, Pinot Gris and the proprietary Serenity White Blend are all experiencing double-digit growth year-to-date, with triple-digit growth for the Sauvignon Blanc, which is up 149%,” Baker says. “The Pinot Gris is up 49%. The wines are resonating with consumers’ taste profile for lower-alcohol wines that are quality-driven and affordable.”
At Seghesio Family Vineyards in Healdsburg, Chenin Blanc and the Viognier White Blend are seeing a 6% increase in sales. Tim Hall, senior manager at Crimson Wine Group (of which Seghesio is a part), notes that the entire group’s portfolio of lighter whites is performing well, noting that buyers are “seeking lighter and brighter white wines” that still deliver a “high-quality experience.”
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Imports and innovation find growth
Certain pockets of imported wine and innovation are thriving.
Sales of imported wine are down slightly less than domestic, about -4.6% versus -5.9%, NIQ reports. But importers with wines that punch above their weight in value are finding that sales are climbing.
“Banfi’s Premium Brunello, Super Tuscans and traditional method are up collectively about 12%,” says Jenn Engel, chief commercial and strategy officer at Banfi Fine Wines & Spirits Merchants. “This performance speaks to the enduring power of global recognition and consumer confidence in heritage brands.”
Volio Imports is also posting strong returns this year, particularly in the Italian portfolio.
“Despite ongoing challenges in the wine industry, from tariffs to shifting consumer buying habits, Volio Imports is closing the fourth quarter on a strong note,” says Charles Lazzara, founder and CEO of Volio. “Our Italian portfolio, featuring premium wines across a broad range of price points, continues to flourish.”
He attributes the growth to “exceptional quality-to-price value,” citing strong gains in sparkling wines, whites, lighter reds and blends.
Chile’s Don Melchor is also growing at triple digits, reports Rodrigo Maturana, president of sales and marketing at Viña Concha y Toro USA. This year, the winery achieved a 222% increase in depletions in the US, aided by Wine Spectator’s Wine of the Year accolade.
RTDs and canned wines gain traction
Winemakers willing to think outside of the bottle are also finding success. Overall, RTD wine cocktails and canned wines have increased sales by 15%, NIQ reports.
Bonterra entered the RTD category this year with Ranch Wine and tripled initial production after demand surged.
“This approach stems from company research that showed that Gen Z consumers are the first cohort of wine shoppers to move away from grape varietal as a top purchase driver,” says Meredith Soden, Bonterra’s director of communications. “Instead, they’re swayed by word of mouth, lower alcohol and fit for casual occasions.”
The premium exception still thrives
Most US wine drinkers don’t think they could tell the difference between a $10 and $100 bottle of wine, according to YouGov. But a slice of the premium market continues to thrive.
At Benchmark Wine Group, senior sales and marketing manager Jen Saxby says sales rates of Grower Champagne are up 15% year over year.
“Mature Napa from the 1990s and early 2000s is also moving well, but younger California cult wines continue to be our strongest driver,” Saxby says.
Top brands and terroirs, from Domaine de la Romanée-Conti to First and Second Growth Bordeaux and Grande Marque Champagne, are all seeing renewed demand.
Wine buyers seeking rare bottles and those wanting easy-drinking, fruit-led wines are now driving the market from opposite ends. The winners, increasingly, are brands that understand exactly which audience they are speaking to.
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