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Since 2020, the Covid-19 pandemic has permanently changed buying habits: online sales of alcoholic beverages have risen sharply. Driven by the Asia-Pacific region, the global wine market reached a record USD 21 billion in 2021 and is expected to reach USD 30 billion in 2026.
Wine & spirits merchants and producers selling online seized this opportunity and saw their revenues grow considerably. On Wine BHM, be present where buyers make their decisions.
Online wine & spirits buyers are increasingly demanding, seeking access to a wide range of products, price comparisons, and sommelier reviews. They value good website design and ease of navigation. Studies show that online wine buyers are mainly men over 40, married with children, higher household income, and wine enthusiasts or connoisseurs. When buying online, they look for higher-quality wines from recognized appellations and use mobile apps to gather wine information.
Surveys show a growing interest in wine consumption, which is no longer seen as a luxury product but as something accessible to a broader range of consumers. The younger generation now prefers wine over other alcoholic drinks, driving increased wine consumption and rising demand. A major trend in the global wine market is the growing popularity of wine tourism, where many travelers seek wine-related experiences.
One of the key features of the wine market is the diversity of renowned wine regions such as Bordeaux, Burgundy, Tuscany, and Napa Valley—each with its own climate, soil, and grape varieties, giving their wines unique characteristics.
Several macroeconomic factors have contributed to the growth of the wine market. First, global population growth and rising disposable income have expanded the middle class, which is more inclined to consume wine.
The buyers and sellers of wines & spirits are mainly wine importers, wine distributors, wine merchants, wine producers, spirits, beer, mineral water and fruit juice producers, private consumers, restaurants, supermarkets, olive oil producers, and manufacturers of wine accessories (barrels, corks, pallets, transport-logistics, glass...).
United States, France, United Kingdom, Italy, Spain, Belgium, Switzerland, Germany, South Korea, Hong Kong, Netherlands, Sweden, China, Canada, Japan, Austria, Australia, South Africa.
70%: Professionals
30%: Private Consumers
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