Wine and Grape Must Market Size - By Product Type, By Application, By Distribution Channel, Forecast, 2025 - 2034

Wine and Grape Must Market Size

The global wine and grape must market size was valued at USD 550.5 billion in 2024, with expectations to reach USD 960.4 billion by 2034, growing at a CAGR of 5.8%.
 

The international wine and grape must market has achieved the most consistent growth, dependent on an interest in premium, artisanal wines by consumers and increase in global wine consumption. Over the years, the market saw growth as the climatic conditions improved and advancements in viticulture techniques improved the quality and yield of grapes for the market. In the present trends, there is a growing preference for organic, sustainable, and regionally authentic wines, reflecting a substantial shift in consumer values moving towards health-conscious and environmentally friendlier products. The growing areas of e-commerce and direct-to-consumer market segments have significantly impacted market penetration and growth.
 

Future trends show that this market will continue to grow, primarily driven by new markets in Africa and Asia, innovative packaging and varietal developments, and a growing focus on organic and biodynamic wines. Moreover, technological advancements, such as precision viticulture and sustainable farming practices, are expected to improve production efficiency and differentiation among products. Overall, the market is on a growth trajectory that emphasizes quality, sustainability, and consumer engagement.
 

Wine and Grape Must Market Trends

In wine and grape must markets, consumers look for more premiumization, sustainability, and authenticity, with better consumption of organic, biodynamic, and local wines produced in natural methods from the direct consumption trend. Moreover, there was a growing shift to the pure direct-to-consumer channels and, of course, online portals, which provide better brand engagement and availability. Innovations in packaging are also seen, such as the use of cans and eco-friendly bottles, which give, convenience, and environmental concern packagers.
 

Health trends also put more pressure on lower-alcohol and functional wines with other health advantages. Emerging markets like those in Asia, Africa, and Latin America are expected to contribute largely to global growth. Indeed, as disposable incomes rise and consumer preferences shift, they fuel growth in the world's largest markets. Modern technologies include precision viticulture and sustainable farming practices, which also improve quality and efficiency. In general, the industry has trended toward increasingly sustainable, authentic, and consumer-centric offerings, ensuring growth and diversification on a global scale in these markets for wine and grape must production.
 

Wine and Grape Must Market Analysis

The wine and grape must market by product type is segmented into still wine market, sparkling wine market, fortified wine market, grape must market and specialty and alternative wine products. The still wine market accounted for 29.5% of the market share in 2024 with a market size of USD 162.6 billion.
 

• The demand for premium, organic, and regionally specific varieties, coupled with increased emphasis on sustainability and true storytelling, continues to drive growth in the still wine market. Sparkling wines, meanwhile, have been growing fast, with celebrations getting bigger and bigger, embracing luxury and lifestyle branding, especially in the emerging markets. Fortified wines retain the interest of connoisseurs in their niche, attracting much of their current interest in traditional regions back into understanding about cocktail culture and higher-end offerings.
   
• Grape must is steadily becoming more relevant as producers, moving in on the trend of capturing genuine fermentation and flavor profile, find some support from others who want to explore natural fermentation processes, some of whom are craft producers, while others are health-conscious consumers.
   
• Specialty and alternative wine products are rising in popularity, with low-alcohol functional and plant-based wines being favored by consumers looking for novel health-oriented options. Overall, these different segments reflect a trend toward diversification, premiumization, and health consciousness, with innovation and sustainability at the very heart of market growth in the wine and grape must industry.

The wine and grape must market is segmented into direct consumption, food and beverage industry applications, industrial applications, grape must specific applications and other processing methods based on application. Direct consumption made up 31.5% of the market in 2024 and expected to grow at a faster rate of 5.2% CAGR to reach a wider consumer base.
 

Direct consumption is increasing within the vineyard and grape must industries. Consumers are looking for fresh, natural and minimally processed products; health-conscious trends recognize wine as being the only authentic form of tasting experience. Wines and grape must are increasingly being featured in other applications, for example, their culinary, beverage and functional products utilize their flavor profiles along with natural health benefits in the industry catering to food and beverages.
 

This improved innovation has led to products such as wine-based cocktails, flavored waters and health drinks. Uses of grape must and wine derivatives have also increased industrial applications in manufacturing biofuels, cosmetics and nutritional supplements, which continue to display a movement towards sustainability and value addition.
 

Moreover, improvements in processing technologies have enabled the industrial development of concentrates, extracts and ingredients. Overall, the industry is stepping into multiple functional applications that provide the consumer experience enhancement together with industrial sustainability, leaning more toward natural, functional and innovative uses of wine and grape must across different sectors.
 

The wine and grape must market is segmented into traditional retail channels, on-premise channels, direct sales channels, e-commerce and digital channels and wholesale and distribution based on distribution channel. The traditional retail channels accounted for 29.7% of the market share in 2024 with a market size of USD 163.9 billion.
 

Trends in distribution channels of the wine and grape must market are increasingly shifting to multi-channel approaches to accommodate evolving consumer preferences. Traditional retail channels, which include supermarkets and specialty stores, are still the predominant channel but there has been increasing emphasis on premium and organic segments within these channels. On-premise channels, such as bars, restaurants, and hotels, are an important vital resource for experience-oriented sales, particularly for sparkling and premium wines; however, their growth has been somewhat curtailed due to changing dining habits and effects from the pandemic.
 

The direct sales channel is increasingly recognized, enabling wineries and producers to develop closer customer relationships using tasting rooms, wine clubs, and brand experience events. E-commerce and digital channels are also rapidly expanding, with such growth premised on convenience, product assortment, and digital marketing, which forms an avenue through which brands can reach global audiences.
 

Channelling the flow through commercial wholesale and distribution networks becomes a very significant tool to achieve broader market access in these emerging regions but is increasingly integrated with digital systems for improved inventory and sales management. In all, a synthesis of both the traditional and innovative channels will define the future landscape of wine and grape must distribution.
 

The wine and grape must market is dominated by Europe, accounting for 34.3% of total revenue in 2024.
 

• Regional trends in wine and grape must are characterized by diverse growth patterns reflecting local preferences and climate conditions. Europe, particularly countries like France, Italy, and Spain, remains dominant with a focus on premium, terroir-driven wines and organic production. In North America, there is a surge in innovative, sustainable practices and craft wines, with increasing interest in grape must for health benefits and natural flavors.
   
•  Emerging regions such as China, South America, and Southeast Asia are rapidly expanding their wine production and consumption, often blending traditional techniques with modern technology. Overall, regional trends highlight a global shift towards quality, sustainability, and innovation in the wine and grape must industry.
   

Wine and Grape Must Market Share

E. & J. Gallo Winery, Constellation Brands, Inc., Treasury Wine Estates, Pernod Ricard and The Wine Group are significant 5 players in the wine and grape must industry with respect to innovation and distribution. They shape industry trends and pave the path to market growth. With its diverse portfolio and innovation in wine-making, E. & J. Gallo has been characterized in this way, while Constellation Brands focuses on the premium and craft sectors of the market, providing greater choices for consumers.
 

Treasury Wine Estates prides itself on premium brands and geographic diversification, Pernod Ricard on its strong distribution network globally to push different wine varietals, and The Wine Group on its diverse portfolio and competitive pricing. These companies influence market dynamics, supply chains, and consumer preferences across the globe.
 

Wine and Grape Must Market Companies

E. & J. Gallo Winery: Develop innovative products through partnerships with vineyards and acquire licenses to expand their portfolio. Agencies have recently been working with organic growers and have acquired boutique wineries to diversify offerings and strengthen Gallo's position in the field.
 

Constellation Brands, Inc.: New product development is focused on premium and craft wine lines. The Company cooperates with local vineyards and wineries, pursuing mergers and acquisitions to strengthen its premium portfolio and enter emerging markets.
 

Treasury Wine Estates: Prioritizes innovation in new products, especially in premium segments. Treasury collaborates with growers and wineries worldwide and makes acquisitions to broaden its portfolio across Australia, the U.S., and some high-growth regions.
 

Pernod Ricard: Targets the development of new wine products toward premium and emerging markets. It forms strategic alliances and joint ventures with local producers and has undertaken acquisitions to enhance its global wine portfolio, especially in Europe and Asia.
 

The Wine Group: Product innovation is the major focus, thus giving a wider variety of wines. They partner with growers and distributors and have acquired small wineries to enhance market share and diversify their portfolio along price segments and geographies.
 

Wine and Grape Must Industry News:

• In 2023, Green Venus started developing wine grape cultivars with natural preservation properties. Research is also exploring the potential health benefits of compounds found in wine-grape pomace.
   

The wine and grape must market research report includes an in-depth coverage of the industry with estimates and forecast in terms of revenue in USD Billion from 2021 - 2034 for the following segments:

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Market, By Product Type

• Still wine market
  • Red wine segment
    • Premium red wine
    • Mid-range red wine
    • Value red wine
  • White wine segment
    • Premium white wine
    • Mid-range white wine
    • Value white wine
  • Rosé wine segment 
• Sparkling wine market
  • Champagne and premium sparkling
  • Prosecco and mid-range sparkling
  • Value sparkling wine
• Fortified wine market
  • Port and sherry
  • Vermouth and aperitifs
  • Other fortified wines
• Grape must market
  • Fresh grape must
  • Concentrated grape must
  • Rectified concentrated grape must
  • Organic grape must
• Specialty and alternative wine products
  • Organic and biodynamic wines
  • Low and No-alcohol wines
  • Canned and alternative packaging
  • Private label wines

Market, By Application

• Direct consumption
  • On-premise consumption (restaurants, bars, hotels)
  • Off-premise consumption (retail, supermarkets)
  • Direct-to-consumer sales 
• Food and beverage industry applications
  • Cooking wine and culinary applications
  • Beverage blending and flavoring
  • Food processing and manufacturing
• Industrial applications
  • Pharmaceutical and nutraceutical uses
  • Cosmetic and personal care applications
  • Chemical and industrial processing
• Grape must specific applications
  • Winemaking and fermentation
  • Food and confectionery industry
  • Health food and supplement manufacturing
  • Traditional and cultural uses

Market, By Distribution Channel

• Traditional retail channels
  • Supermarkets and hypermarkets
  • Specialty wine stores
  • Convenience stores
  • Department stores 
• On-premise channels
  • Restaurants and fine dining
  • Bars and pubs
  • Hotels and hospitality
  • Wine bars and tasting rooms
• Direct sales channels
  • Winery direct-to-consumer
  • Wine clubs and subscriptions
  • Cellar door sales
  • Wine tourism and tasting experiences
• E-commerce and digital channels
  • Online wine retailers
  • Marketplace platforms
  • Mobile applications
  • Social commerce
• Wholesale and Distribution
  • Traditional three-tier system
  • Specialized wine distributors
  • Import/Export channels
  • Broker networks

The above information is provided for the following regions and countries:

• North America 
  • U.S.
  • Canada 
• Europe
  • Germany
  • UK
  • France
  • Spain
  • Italy
  • Netherlands
  • Rest of Europe 
• Asia Pacific 
  • China
  • India
  • Japan
  • Australia
  • South Korea
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Argentina
  • Rest of Latin America 
• Middle East and Africa
  • Saudi Arabia
  • South Africa
  • UAE
  • Rest of Middle East and Africa