Wine Trends & Megan’s Reflections from Wine Paris
The news reports are glum: Global wine consumption is facing a steady, long-term decline, with U.S. consumption dropping nearly 20% since 2021, due in part to health consciousness and competition from other beverages. But there’s hope! While overall volume is down, consumers are shifting toward premium, high-quality, and sustainable wines, rather than lower-priced options. Key trends in the industry shine the light on the value of Prost:
- Premiumization and value: as consumption decreases, consumers are purchasing fewer bottles but are willing to spend more on higher-quality, “better-for-you” products.
- Shift in preferences: there is a growing preference for lighter wine styles, as well as organic and sustainably produced wines, reflecting a shift in values.
- Industry challenges: the industry is dealing with a “glut” of wine, particularly in California, with producers struggling to adapt to changing consumer behavior.
While at Wine Paris, Megan heard similar stories about trends. Here she shares her experience:
“Walking through Wine Paris was one of those experiences that reminds you why you fell in love with wine in the first place.
I was surrounded by producers from all over the world — every booth had a story, every pour came with a sense of place, and every conversation reminded me how deeply personal winemaking really is. Wine Paris isn’t a typical tradeshow; it’s a global gathering of people who care deeply about craft.
Of course, one of my favorite spots was the Swiss wine section, tasting, and talking with Swiss winemakers about their vineyards and philosophies. I had a wonderful surprise running into Prost partner Christian from Les Frères Dutruy – a perfect reminder of how small and connected this industry can be.
There was an underlying reality in many conversations throughout the week: the wine industry is going through a tough moment. Global wine consumption has been declining, recently hitting its lowest levels in decades. Younger generations are drinking less, costs are rising, and many small producers are feeling the pressure.
And honestly — it’s heartbreaking. Because wine isn’t just a beverage. It’s an integral part of history, culture, and daily life in so many countries. Entire economies and traditions have been built around vineyards, harvests, and shared tables.
But I’m hopeful.
Prost was created by leaning into what matters most: quality artisan wines and real community. Instead of chasing volume, we’re focused on supporting small producers who put heart and heritage into every bottle — and on creating meaningful connections between winemakers and wine lovers.
And that model is on trend. According to research shared at Wine Paris, one study found that consumers’ interest in fine wine is increasingly social, becoming part of someone’s life once curiosity has been raised through friendship and peer networks. This says that community is what drives people to enjoy fine wines!
After walking the halls of Wine Paris and seeing firsthand the dedication of these winemakers, I am proud to be a Prost member. Proud to stand behind artisans, proud to support community, and proud to be part of a movement that believes wine is more than a trend — its culture, connection, and legacy.
Wine Paris reminded me that while the industry may be changing, the soul of wine is still very much alive. It lives in the farmers, the families, the friendships, and the shared glasses across cultures.
And that’s worth protecting.”
Interested in Tasting Swiss Wines?
Are you ready to discover hand-crafted wines with us? Prost Membership gives you access to purchase rarely exported, biodynamic wines at an affordable price. Learn more about our membership by contacting us today.