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As 2026 unfolds, both the wine and beer industries are navigating shifting consumer tastes, cultural changes and broader lifestyle trends. From mindful drinking and sustainability to a renewed focus on classic styles and local flavours, the landscape is evolving in exciting and meaningful ways. Here’s a comprehensive look at the biggest trends defining wine and beer in 2026.
Wine Trends in 2026
1. Lighter, More Approachable Styles
Consumers are increasingly drawn to wines that are easy to drink and versatile at the table. This includes lighter-bodied reds (like Pinot Noir, Gamay and Grenache), refreshing whites, off-dry wines and daily sparkling options beyond just Prosecco. These styles are perfect for informal occasions and pair well with a range of foods.
2. Low-Alcohol and Zero-Proof Options
Reflecting the ongoing wellness and mindful drinking movement, low-alcohol and non-alcoholic wines continue to grow in quality and popularity. These wines are not merely alternatives—they’re becoming valued choices in their own right for health-conscious consumers and those reducing alcohol without sacrificing taste.
3. Value-Driven Exploration
As classic wine regions climb in price, curious buyers are exploring excellent value offerings from places like Portugal, Greece and Austria. Many of these wines deliver distinctive character at friendly prices, making them ideal for everyday enjoyment and adventurous tasting.
4. Climate Change Shaping the Wine Map
Climate shifts are influencing how and where wine is grown. Regions once considered marginal are producing serious wines, and growers are adopting climate-adaptive practices and drought-tolerant varieties. This is broadening the global wine map and offering consumers exciting new terroirs to explore.
5. Transparency, Storytelling and Authenticity
Consumers increasingly want to know the story behind their bottle—who made it, how it was grown and what environmental or ethical practices were involved. Labels now often include QR codes and digital experiences that deepen engagement, shaping wine selection as much as flavour profiles.
Beer Trends in 2026
1. Non-Alcoholic and Low-Alcohol Beer Growth
Beer’s sober-curious trend continues strongly. Non-alcoholic beer is one of the fastest-growing segments globally, driven by younger drinkers and wellness-focused consumers who want flavour without alcohol. Across numerous markets, breweries are expanding their NA lines and investing significantly in production.
2. Mid-Strength Beer Taking Off
Beyond fully NA beers, mid-strength beers (typically 2.5–3.5% ABV) are gaining traction as flavourful, moderate options. They offer a satisfying beer experience while supporting mindful drinking and are increasing in popularity in markets like the U.S. where the trend is still emerging.
3. Return to Simplicity and Classic Styles
After years of intense experimentation and “hype” styles, many consumers and brewers are returning to basics. Traditional lagers, pilsners, milds and balanced session beers that prioritise drinkability and refined technique are becoming centre stage. This shift reflects both consumer fatigue with over-complex options and a broader preference for straightforward, quality beers.
4. Fruit-Led and Flavour-Forward Beers
Fruity flavours continue to entice younger drinkers, especially in fruit-infused lagers and lighter beers with citrus and tropical notes. This trend is particularly visible in the UK and Europe, where fruit beers are among the fastest-growing categories on menus and shelves.
5. Craft Beer’s New Reality
Though craft beer innovation defined the last decade, market conditions in 2026 suggest a recalibration. With some declines in craft beer production and closures outpacing openings, breweries are focusing on core, refined styles and sustainable business models over constant expansion.
Cross-Category Trends Shaping Both Wine & Beer
Mindful Drinking and Moderation
Across both categories, mindful consumption is no longer a niche choice—it’s mainstream. Low/no-alcohol products aren’t just substitutes; they’re intentional selections for social occasions and everyday moments.
Sustainability as Standard
Sustainability in wine and beer is moving beyond marketing buzzwords. Producers are adopting measurable practices—lighter packaging, regenerative farming, carbon-reduction efforts and transparent sourcing—that appeal to environmentally conscious consumers.
Tech-Enhanced Discovery
AI-driven recommendations, smart labels and personalised digital experiences are helping drinkers discover new wines and beers with confidence. Whether through virtual tastings or tailored suggestions, technology is reshaping how consumers find and enjoy drinks.
Final Thoughts
2026 is a year of evolution for both wine and beer. The focus is shifting toward experience, authenticity, balance and choice. Whether it’s exploring lighter, more approachable wines, embracing low-alcohol beers, or rediscovering classic styles with a modern twist, consumers have never had more variety — or more meaningful ways to connect with what’s in their glass.
