🥂 Cracks in the Glass

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Happy Monday! We hope you have a great week ahead. In this week’s DECORKED digest, we’re looking at how some are betting big on wine’s future, what’s really going on with rosé, and why the industry might be turning people away without realizing it. We’ve also got the latest on slowing sales, and some unexpected news about microplastics. Keep reading!

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⚔️ Cheap wine sparks outrage across French vineyards READ HERE

🔥 Napa strikes US$64.6 million fire protection deal READ HERE

🗺️ Meghan Markle teases new Rosé launch READ HERE

🔍 Will there be a ban on alcohol adverts? READ HERE

🍇 The best value red Bordeaux of 2025 READ HERE

📉 Penfolds’ projected slowdown READ HERE

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BUILDING THE FUTURE IN WINE’S TOUGHEST MOMENT

Despite global uncertainty and a shrinking wine market, one major investor sees this as the perfect time to commit to wine. Rather than waiting for ideal conditions, the strategy focuses on acting now - developing top vineyard sites, embracing modern winemaking technologies, and building for long-term value. A recent winery development in Tuscany higlights how strategic investment and environmental adaptation are shaping the next phase of premium wine production.

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THE REAL STATE OF ROSÉ

Once a summer staple and branding phenomenon, rosé is facing image fatigue. Overexposed through clichés and mass-market gimmicks, the pink wine's appeal is waning among younger, more discerning drinkers. Yet behind the slogans and stereotypes, a deeper, more diverse category remains. With renewed interest from smaller producers and a shift toward quality and terroir-driven expressions, rosé may yet reassert itself. Not just as the wine of hashtags, but as wine, full stop.

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WHAT’S KEEPING PEOPLE OUT OF WINE?

The decline in wine sales isn’t just about economics; it’s also about how the industry has positioned itself. Years of focusing on premiumization have left wine less accessible to new drinkers, especially younger ones. With older consumers aging out and younger ones often priced out or overwhelmed, wine risks losing relevance. The solution? Broader price points, more inclusive formats, and simpler, more relatable messaging. If wine wants to stay competitive, it needs to be easier to approach - because right now, too many people just don’t feel invited.

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EARLY 2025 SALES SLIDE

A new report reveals a 13% drop in wine and spirits consumption outside the home in early 2025, with broader declines across both alcoholic and non-alcoholic beverages. While health trends play a role, reduced household spending appears to be a major factor, signaling deeper shifts in consumer habits and economic pressures.

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WINE’S NEXT BIG MARKET AWAITS

Amid shifting global demand, mounting geopolitical strain, and an urgent need for market diversification, the European wine sector is pushing for swift action on stalled trade negotiations. Industry leaders see the pending South American agreement as a key opportunity to unlock growth in underserved export markets, particularly in Latin America. With structural changes reshaping consumption patterns and pressure building from other trade fronts, failure to act now could mean missing one of the few viable paths to long-term resilience.

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MICROPLASTICS FOUND IN BOTTLED DRINKS

​A recent study has revealed that drinks packaged in glass bottles (soda, beer, and even wine) can contain significantly higher levels of microplastics than those in plastic bottles or cans, with levels up to 50 times greater. Researchers found that the source of contamination appears to be the paint on the metal caps, which sheds tiny particles due to friction. Surprisingly, wine and bottled water showed much lower contamination levels, regardless of packaging. While there’s no established threshold for health risks, the findings highlight the need for better packaging practices and further investigation into long-term effects.

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A NEW ERA IN RIOJA

DOCa Rioja has elected its first female president, marking a milestone as it celebrates its 100th anniversary. The new leader steps into a challenging role, with issues like oversupply, falling prices, and tensions between large and small producers. Despite the support, divisions remain within the region's wine community. Her priorities include bridging internal divides, reinforcing Rioja’s global standing, and steering the denomination through a period of generational and structural change.

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🥂 International Bulk Wine & Spirits Show (June 29 - 30, San Francisco, US) - LEARN MORE

🥂 Santa Fe Wine Festival (July 5 - 6, Santa Fe, US) - LEARN MORE

WINE REGION OF THE WEEK: ROCKY KNOB, VIRGINIA - US

Rocky Knob AVA, established in 1987 on Virginia's Blue Ridge slopes, spans 9,000 acres with vineyards up to 3,500 feet. Its windy, high-altitude climate delays budburst and helps prevent disease, while gravel-loam soils yield concentrated grapes. Varieties like Riesling, Chardonnay, Cabernet Franc, and Aglianico thrive here, producing structured, flavorful wines.

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GRAPE OF THE WEEK: AGLIANICO

Aglianico is a native southern Italian red grape known for producing full-bodied, age-worthy wines with firm tannins and dark berry flavors. Despite past beliefs linking it to Greece, DNA research confirms its Italian roots. Grown in hot climates, it retains high acidity and ripens late, making it ideal for structured wines like Taurasi and Aglianico del Vulture. Though tannic when young, it softens beautifully with age, and its depth makes it suitable for both single-varietal wines and blends.

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