4 September 2024

Quest for Well-being, Thirst for Experimentation, and Pursuit of Sustainability: Verallia unveils its 2025 Trends for the Wine and Spirits Market

Each year, Verallia, the European leader in glass packaging, presents its Trend Book for the wine and spirits market. Created this year in collaboration with Barcelona-based agency Morillas, the Trends Book aims to inspire and highlight key sector developments and future directions. For 2025, four major trends emerge in response to more engaged consumers seeking new experiences and prioritizing well-being above all. This Trends Book will also introduce new designs ready to be developed by Verallia’s teams.

Reflecting new wine and spirits consumption practices, the 2025 Trends Book is viewed through the lens of three distinct consumer profiles.

The Drink Personas shaping new market horizons

The Eco-activists: Concerned with environmental issues, they favour brands committed to sustainability (local production, recyclable packaging, etc.)
The Mindful Nurturists: with priorities focused on well-being, they seek beverages aligned with their holistic wellness goals (natural ingredient infusions, low alcohol content, etc.)
The Experientialists: In constant pursuit of unique and memorable tasting experiences (combination of atypical flavours, consumer experience, etc.)

Through these profiles, four major trends are observed, illustrating the transformations initiated by the wine and spirits industry.

The return of ethics and sustainability: Brands now focus on authenticity and embrace packaging simplicity and its imperfections. Dedicated bottle recycling and reuse circuits are being invested in, and unconventional ingredients are used with respect for the planet’s resources.
Less alcohol, more well-being: In response to strong demand, the market for non-alcoholic or low-alcohol beverages is thriving, with complex flavours, sought-after ingredients, and vibrant graphic identities.
Customized experiences: Through new flavours, boundaries blur between different alcohols with the progression of Ready to Drink (RTD), alcoholic sparkling waters, and wine-based cocktails. Brands also rely on packaging to maximize the consumer experience and stimulate discoveries through single-serve bottles.
The pursuit of added value: Emphasis is placed on aesthetics and sensory design to create authentic luxury experiences, adopting a minimalist aesthetic or inspired by the virtual world. This quest for added value is also reflected in the rise of limited editions and signature spirits.

“Understanding new consumer profiles and their preferences in terms of beverages and consumption occasions is crucial for ensuring sustainable success. These new trends mark a true paradigm shift in our relationship with wines and spirits. They translate into brands taking strong account of environmental challenges, a return to natural and minimalist values, while continuing to innovate in low-alcohol beverages, flavour combinations, and bottle design. Glass is particularly well-positioned to meet these new requirements. 100% recyclable and infinitely so, it constitutes a sustainable packaging par excellence. Moreover, its inert nature preserves the integrity of beverages, thus meeting the expectations of the most demanding palates. Its versatility offers unparalleled flexibility in terms of design, allowing for the creation of unique and personalized experiences,” explains Elena Andia, Marketing Director of Selective Line.

In response to these trends, Verallia is ready to develop new designs