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In this week’s DECORKED digest, we dive into the global tariff shake-up and its winners and losers, Troy’s surprising wine habit, the Ozempic effect on drinking trends, and the rise of next-gen wine investors.
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Happy Monday! We hope you have a great week ahead. In this week’s DECORKED digest, we dive into the global tariff shake-up and its winners and losers, Troy’s surprising wine habit, the Ozempic effect on drinking trends, and the rise of next-gen wine investors. Keep reading!
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We curate, filter, and select only the most exciting and important news for you.
TARIFF WINNERS AND LOSERS IN WINE AND SPIRITS
The new U.S. tariffs are shaking up the wine and spirits world, giving some producers a competitive edge while leaving others scrambling to adapt. American grape growers, especially those producing value wines, stand to gain as foreign competition becomes more expensive. Kosher wine producers in the U.S. may also benefit, given the unexpected 17% tariff on Israeli wines. Meanwhile, major losers include EU wine exporters, UK spirits producers, and countries like South Africa, Chile, and New Zealand; all hit with tariffs that could severely limit their U.S. market share. Consumers, however, may lose the most, facing reduced variety and higher prices at every price point. Read more in the article below.
ANCIENT TROY’S SURPRISING WINE HABIT
New research has uncovered the first chemical evidence confirming that wine was consumed in ancient Troy, and not just by elites. By analyzing residue in ceramic goblets from the early Bronze Age, archaeologists found signs of fermented grape juice in both aristocratic and everyday vessels, suggesting wine was a common part of daily life, not a luxury reserved for the upper class. This discovery challenges long-held assumptions about social hierarchies in ancient drinking culture and opens the door for more studies across other early civilizations.
OZEMPIC’S QUIET DISRUPTION OF THE DRINKS INDUSTRY
As millions of Americans turn to weight loss drugs like Ozempic and Wegovy, the alcohol industry is feeling the ripple effects. These semaglutide-based medications often reduce sugar cravings and alcohol tolerance, leading many users to cut back significantly or abstain altogether. Bartenders and wine producers are reporting noticeable shifts in customer behavior—from earlier drinking hours to canceled wine subscriptions—while investors and brands brace for long-term changes. Though Ozempic alone may not be the sole reason for declining sales, it’s amplifying a broader shift toward health-conscious lifestyles, presenting yet another challenge for an already strained industry.
Even amid rising trade tensions and tariff uncertainty, the EU continues to capture the attention of US consumers with its rich variety of artisanal food and drink. From Slovenia’s crisp Rebula to Spain’s craft gins and Italy’s bold cheeses, lesser-known European producers are finding new audiences eager for quality, sustainability, and distinctiveness. With younger generations driving demand for unique experiences and ethical choices, the EU is investing in educational campaigns and immersive events to deepen transatlantic ties, proving that curiosity and taste can still cross borders, even in challenging times.
NEXT-GEN WINE INVESTORS
A new generation of tech-savvy investors is reshaping the fine wine market, according to the 2025 WineCap UK Wealth Report. As baby boomers begin to exit, millennials and Gen Z are stepping in, drawn by AI-powered analytics, data-driven insights, and digital platforms that make wine investment more accessible and strategic. These investors view wine less as a luxury or passion and more as a financial asset, leveraging technology to optimize portfolios. With younger players driving this shift, fine wine is evolving into a more dynamic, diversified, and financially integrated component of modern wealth management.
EU SETS NEW TERMS FOR NO-LO WINE
The European Commission has introduced a new wine package that proposes standardized terms (alcohol-free, 0.0%, and alcohol-light) for no and low-alcohol wines. Aimed at replacing outdated terms like “fully or partially de-alcoholised,” the proposal seeks to improve consumer understanding, support innovation, and position EU producers more competitively in the booming NoLo market. The package also includes broader measures for production flexibility, climate resilience, wine tourism, and surplus management to help revitalize the struggling wine sector.
POMPEII REVIVES ANCIENT WINEMAKING
A new organic vineyard and winery inside the Pompeii Archaeological Park will revive ancient Roman winemaking. Led by Feudi di San Gregorio and archaeologists, the project blends history, research, and sustainability to produce authentic wines and enhance the site's cultural value.
Discover wine events worldwide.
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Learn something new every week.
Copyright @ Germany Travel
WINE REGION OF THE WEEK: AHR, GERMANY
Tucked in northern Germany, the Ahr region is a small but remarkable area known for its red wines, especially Spätburgunder (Pinot Noir). With just 558 hectares of steep, slate-rich vineyards, Ahr’s unique microclimate allows red grapes to flourish, producing elegant, aromatic wines with bright acidity and a strong sense of place.
Copyright @ Wine Intelligence
GRAPE OF THE WEEK: FETEASCA NEAGRA
Fetească Neagră, or "Black Maiden," is an ancient Romanian red grape known for deep color, rich black fruit, and spicy, smoky notes. Grown mainly in Moldavia and Muntenia, it offers balanced tannins and strong aging potential—an expressive symbol of Romania’s rising wine scene.
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