For over a decade, ‘premiumisation’ has been the most persistent buzzword in the wine industry. But what does it truly mean for a wine to be ‘premium’ in 2025? And does the term still matter?
Things have certainly changed. Traditionally, premium wine meant heritage, terroir, rarity, and price. It created a formula for exclusivity and aspiration: a set of cues that sent clear signals to wine lovers.
But now these signals have grown ambiguous. Expensive wine can come from enormous yields. And cult followings form around bottles with no history at all.
Many “premium” wines of today still carry those traditional markers of tradition and exclusivity. But their premium status is built on authentic engagement, transparency in production, and compelling stories that resonate with consumers’ identities, and a sense of shared values.
Some of tomorrow’s premium wines might well come from unexpected regions or novel producers. But what will set them apart will be the emotional relationship each one forges with wine lovers. The story behind the bottle. These stories transcend appellations, vintages, or price tags. What will matter will be that customers have a genuine relationship to the wine and the producer that made it.
Fostering these relationships is going to demand new approaches. It will mean robust direct-to-consumer models, agile pricing strategies, visible sustainability practices, and community building initiatives.
Understanding these dynamics gives wine producers more power to build consumer trust. And in turn, the ability to manage shifts in the currents of global trade and to stand out in a crowded market.
In 2025, premium is no longer a badge earned by price. It’s a living relationship between wineries and wine lovers, and a foundation for resilience when the industry faces its next challenge.
Activequity is focused on enhancing global market access for European premium wine producers. We offer the approach, skills, team, and experience required to build the resilience the wine industry needs in order to forge these crucial relationships between producers and consumers in future.
