Affected by economic crises but also by changes in behaviour, global wine consumption has fallen by 14% since 2018 (OIV, 2026). Socio-demographic changes, transformations in lifestyles and eating habits, and changes in consumption occasions are helping to redraw consumer behaviour, in particular among the younger generations. Faced with this reality, one question is pressing: that of “product diversification”. Beyond wine as traditionally conceived and marketed, the vine, the grape and associated resources offer broader potential for added value.
Stylised wines, wine-based cocktails, flavoured drinks and products made from wine-industry co-products testify to innovation dynamics already at work, driven by growing expectations of naturalness, sensory experience, functionality and accessibility. However, diversification cannot be improvised. It involves a fine understanding of consumption trends, overcoming technical and regulatory challenges, and building a clear strategy.
The aim of this technical day is not to promote a systematic transformation of existing models, but to provide elements of analysis and decision support for innovating and creating new drinks with full knowledge of the facts.
Find the programme for the day at Le vin autrement.
📅Friday 3 July 2026 from 8.30 am to 5.00 pm
🗺️ ISVV – 210 chemin de Leysotte – 33140 Villenave d’Ornon
👉 Information: maeva.breuil@innovin.fr
