🚀 The Future of Wine is Community—Let’s Build It Together

The wine industry is facing a significant shift, and if we don’t adapt, we risk falling further behind.

📉 Wine is losing ground to beer and spirits, which have embraced innovation with ready-to-drink (RTD) formats, while wine remains stuck in bottles and branding.

🍹 Spirits are booming with canned cocktails and flavor-forward options.

🍺 Beer is evolving with craft and health-conscious options.

🚫 Consumers are drinking less, but better – prioritizing quality over quantity.

And yet, wine marketing continues to focus on the product rather than the people drinking it.

The Real Problem? We’re Speaking to the Wrong Audience.

🔹 Today’s consumers—especially younger generations—are health-conscious and moderation-focused. They want lighter styles, lower alcohol options, and wines that fit their lifestyle.

🔹 Women drive 60% of wine purchases, yet most advertising doesn’t reflect their preferences or experiences.

🔹 Diversity is missing. The industry still leans on prestige, legacy, and exclusivity rather than inclusivity and relevance.

How Do We Fix It?

🚀 Shift the focus from product to people – Build a community, not just a customer base.

📣 Show real, diverse consumers in marketing – Include women, different cultures, and lifestyles that reflect today’s buyers.

🍷 Create products that fit modern drinking habits – Emphasize moderation, lower-alcohol, and fresh, vibrant wines that envoke energy and relaxation.

🎥 Modernize branding – Focus on authentic, casual, and approachable content. Make it feel like your consumer is invited to sit down at a table or even a couch to have a conversation with you.

The wine industry must evolve—or risk irrelevance. If we truly want to grow, we need to stop selling just wine and start building a movement.

For the past month, I’ve been shifting from pure marketing to something bigger—proving that the wine industry needs to build a real, engaged community to thrive in this digital age.

I started this journey from scratch to put myself in the shoes of wine consumers and brands, testing what truly resonates, what builds loyalty, and what drives engagement. It’s been exciting, challenging, and eye-opening.

That’s exactly what I’m working on in my 180-day case study—proving that community-driven marketing is the future of wine. Follow along as I track real consumer engagement and develop a blueprint wine brands can use to stay ahead.

Follow along on Instagram, YouTube, and TikTok.

How You Can Support This Research:

I've launched the On Cloud Wine Shop—a way for the community to fund this project while getting something tangible in return. Every purchase directly supports the work of testing, tracking, and proving what works in wine marketing today.

At the end of this journey, I’ll release a consumer report with real data, insights, and strategies that brands can implement to build their engaged audience.

If you believe in the power of wine culture, storytelling, and community, I’d love your support—whether it’s through a purchase, a share, or joining the conversation.

Let’s build the future of wine together. 🍷✨