How Winners Thrive in a Tough Wine Market: Premium and Brand Power

The vibes across the wine world aren’t exactly beach-day sunny: inflation’s sticky, trade’s choppy, and consumers are buying fewer bottles. Yet, as Wine-Searcher reports, a handful of smart operators are not just staying afloat—they’re surfing the set. Their playbook? Premiumization, brand equity, disciplined distribution, and yes, some good old consolidation.

Market Snapshot: Why Some Players Are Winning

Start with consolidation. Origin Wine’s CEO Bernard Fontannaz calls their Overhex acquisition a complementary fit: “The acquisition of Overhex Wines was very much a complementary move,” he said (via Wine-Searcher). The point isn’t empire-building for its own sake; it’s smoothing costs, widening reach, and tightening supply—all without erasing brand identity. If you’ve ever tried to paddle out in a cross-current, you know: control is everything.

Then there’s the premium lane. Viña Concha y Toro shows how leaning into higher tiers can still deliver growth when volumes wobble. Their statement sums it up neatly: “This performance reflects our ability to anticipate market trends” (CEO Eduardo Guilisasti, via Wine-Searcher). The company reported value growth with a strong lift from its premium range, including Don Melchor, which saw standout momentum. Translation: consumers may be buying fewer bottles, but they’re willing to pay more for the right ones.

Brand-building and focus round out the toolkit. As Gabb Family Wines’ MD Rollo Gabb puts it, “Slower markets do not mean disengaged consumers” (via Wine-Searcher). People still want quality and authenticity; they just need a reason to trust you. Storytelling, presence in key channels, and getting “liquid to lips” still move the needle—especially when you pair that with disciplined market diversification instead of over-relying on one big buyer or one big country.

Style Snapshot: Where This Hits Your Glass

If premium is winning, what are people actually trading up to? Think benchmark varieties and regions with a track record. Don Melchor, for example, is a classic Chilean Cabernet Sauvignon from high-altitude Andean foothills, known for structured, age-worthy reds. In broad strokes: dry, full-bodied, dark-fruited, and oak-friendly—exactly the kind of profile collectors and Saturday-night steak fans gravitate toward. None of this is breaking news; it’s widely accepted Cabernet gospel. What’s interesting is how the Wine-Searcher piece underscores the business side: when brands invest in quality and identity, the market meets them halfway—even in choppy waters.

That dynamic lines up with what we’ve all seen over the past decade: consumers buy less, but better. Regions with clear narratives (Chile’s Puente Alto Cabernets; South Africa’s increasingly polished premium tiers) tend to rise with the tide.

• Best occasion: gifting, celebrations, or a focused dinner where one great bottle earns the spotlight.
• Best pairing direction: grill-friendly, protein-forward—steak, lamb, or portobello with char; Cab’s structure loves umami and smoke.

What This Means for Buyers and Sellers

For wineries and retailers: premiumization isn’t code for jacking prices—it’s a commitment to quality plus storytelling consumers can actually feel. That means tighter sourcing, clarity on house style, and the humility to keep learning your market. Consolidate if it truly extends your strengths. Invest in the channels that put your wine in context: trade partners, on-premise by-the-glass, and tastings that build memory and trust.

For drinkers: use this moment to be selective, not cynical. The winners are doubling down on quality, and the value sweet spot hasn’t disappeared—it’s just moved a shelf higher. When you see a producer emphasize vineyard detail, vintage transparency, and consistent style (especially in Cabernet Sauvignon and other classic varieties), that’s your green light. If your palate leans lighter, look for premium Pinot Noir and cool-climate Syrah doing the same precision-thing in their own lanes.

Context, Contrast, and the Road Ahead

Common wisdom says wine sales sag when wallets tighten. True—but the Wine-Searcher reporting makes a crucial distinction: it’s not just about fewer bottles; it’s about smarter choices. Companies that control supply, double down on premium tiers, and keep their message steady are outperforming. That contrasts with a volume-first mindset that once worked in boom times. As Gabb hints, this isn’t about reacting to every headline—it’s about balance and consistency over the medium term.

And that’s the part worth bookmarking. If you’re making wine, lean into what you uniquely do best and build the brand around it. If you’re buying wine, use brand clarity and track record as your decision shortcuts. The market’s tough, sure—but the path to better drinking might actually be clearer.

Source: https://www.wine-searcher.com/m/2026/01/tough-wine-market-still-ripe-for-some?rss=Y