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Happy Monday! We hope you have a great week ahead. In this week’s DECORKED digest, we look at how wildfires are testing France’s vineyards, how AI is unlocking new paths to profit, and what a smaller 2025 harvest could mean for winemakers. We’ll also look at shifting global drinking habits and the fresh ideas reshaping wine tourism. Keep reading!

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FRANCE’S WINE COUNTRY IN FLAMES

France’s largest wildfire in more than 70 years has devastated vineyards in the Aude region of Languedoc, destroying hundreds of hectares of vines just as harvest was set to begin. Some winemakers lost nearly all their vines, while historic cooperatives reported the loss of irreplaceable old plantings. The fire has also raised concerns about smoke damage to nearby vineyards, adding to challenges already caused by drought and shifting consumer demand.

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UNLOCKING WINE PROFIT WITH GENERATIVE AGENTS

Generative AI agents can transform the wine industry by cutting costs and boosting sales. From precision vineyard management and optimized winemaking to smarter logistics and personalized marketing, they help wineries run leaner and connect better with customers. By automating routine tasks and generating insights, AI allows people to focus on creativity and strategy, making profitability more sustainable in a challenging market.

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WINE TOURISM’S NEW PLAYBOOK

With global wine sales and winery visits slowing, some producers are thriving by rethinking wine tourism. The hottest trends in 2025 focus on mobility (taking wine to festivals, cities, and homes), personal connection with owners and winemakers, unique hands-on or wellness-driven experiences, more accessible drop-in tastings, and flexible subscription models. Together, these approaches show how wineries can win new consumers by blending authenticity, affordability, and creativity with direct-to-consumer strategies.

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2025 HARVEST: LESS VOLUME, HIGH QUALITY

California winegrape growers head into the 2025 harvest facing smaller volumes but good fruit quality after a mild growing season. While contracted growers are preparing to pick, many with unsold grapes may leave fruit unharvested or remove vineyards, especially low-demand varieties like zinfandel. Market analysts believe wine demand may be stabilizing after years of decline, with modest growth in sauvignon blanc and premium boxed wines. Still, excess bulk inventories, winery closures, and labor uncertainties weigh heavily, leaving many growers cautious about profitability this year.

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SHIFTS IN GLOBAL DRINKING TRENDS

IWSR data shows the drinks industry is shifting fast: premiumisation is fragmenting, moderation is mainstream, and RTDs are booming. Younger consumers want authenticity, sustainability, and digital storytelling, while no- and low-alcohol options surge. With volatile trade and stricter regulation, brands that adapt quickly and emphasize value and versatility will stay ahead.

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THE POST-PANDEMIC WINE MARKET

The wine industry is still recalibrating after the pandemic, as wineries face changing consumer habits, disrupted supply chains, and pressure to go digital. Success now hinges on balancing tradition with innovation, from direct-to-consumer strategies and reimagined wine tourism to smarter partnerships with distributors, as businesses seek resilience in a market that looks very different from five years ago.

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PORTUGAL’S NEXT CHAPTER

Portugal’s winegrowers are leading a quiet revolution, weaving sustainability, biodiversity, and tradition into new models of winemaking. From using animals to restore soils to reviving forgotten regions and embracing grassroots fairs like Simplesmente Vinho, producers are redefining authenticity while protecting their land. It’s a small but powerful shift reshaping the future of Portuguese wine.

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WINE REGION OF THE WEEK: MALOKARPATSKA, SLOVAKIA

The Malokarpatská (Lesser Carpathian) wine region in southwestern Slovakia spans about 5,500 hectares across 12 subregions, producing mainly richly textured white wines. Grüner Veltliner, Welschriesling, and Müller-Thurgau dominate plantings, while Sankt Laurent and Blaufränkisch lead the reds. With a sunny continental climate and silty alluvial soils, the region shows potential for expanding red wine production.

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GRAPE OF THE WEEK: SANKT LAURENT

Sankt Laurent is a central European red grape, most widely planted in the Czech Republic and well established in Austria and Germany, with growing interest in cooler regions like Canada and New Zealand. Known for its dark color, silky structure, and signature dark-cherry, blackberry, and spice notes, it is often oak-aged with good aging potential.

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