The global drinks industry is navigating a turbulent landscape shaped by geopolitical tensions, shifting trade policies, and evolving consumer preferences. At Wine Paris 2025, industry experts discussed how these factors are influencing the future of the sector, with a focus on emerging opportunities in technology, trade dynamics, and appealing to younger consumers.
Vinexposium CEO Rudolphe Lameyse opened the conversation by emphasizing the need for the industry to adapt to changing circumstances. “Adapt to protect the market and find new opportunities,” Lameyse stated, stressing the importance of finding common solutions to the challenges presented by shifting trade policies and technological innovations.
Joining the panel were key figures from the industry, including Don Saint Pierre, co-founder of ASC Fine Wine, who has worked in both China and the US, Miles Beale, CEO of the Wine and Spirit Trade Association (WSTA), and Nicolas Ozanam, who provided insights on French wine exports.
Trade Wars and New Opportunities
Geopolitical tensions have significantly impacted the drinks trade, especially with the evolving relationship between China, the US, and the EU. Ozanam discussed the decline in French wine exports to China, a trend that has been ongoing for years, while noting that the US market remains robust, though political uncertainty continues to loom.
Saint Pierre offered a measured perspective on the ongoing US-China trade war, suggesting that the situation could present unexpected opportunities. “Trump will create opportunities that could help domestic demand recovery in China, which benefits exporters,” he said. He also speculated that the EU and China might seize this moment to resolve trade differences and foster new cooperation.
Despite the challenges, Saint Pierre remained cautiously optimistic. “If a grand bargain between Donald Trump and Xi Jinping were to happen, it could stabilize much of the world and create new opportunities for everyone globally,” he explained.
The UK’s Changing Tax Landscape
At home, the UK’s new business tax framework was flagged as another challenge for the industry. Beale acknowledged the impact of the tax changes, stating, “It’s a painful, costly process, but it’s happened. Rather than dwell on it, we need to focus on what comes next.”
Beale also suggested that Europe has a unique opportunity to take the lead in trade policy. “There’s a leadership gap in traditional trade policy—China won’t fill it, and the US isn’t the same player it once was. Now is the time for Europe to push hard on free trade,” he added.
Engaging Gen Z Consumers
Looking to the future, Beale highlighted the importance of connecting with younger consumers. He pointed out that while alcohol consumption in the UK has dropped by 20% over the last two decades, younger drinkers are still choosing quality over quantity. “People are drinking less, but they’re drinking better,” he observed, noting that this trend is unlikely to change.
Beale’s advice for the industry is to simplify its messaging. “When I walk around Wine Paris, there are so many products where people go into great detail about the winemaking process, the vineyard, and the terroir. If we want younger consumers to engage with wine and spirits the way past generations did, we need to make it easier for them,” he said.
Leveraging Technology for Industry Growth
Technology is emerging as a key tool for growth in the drinks sector. Beale noted that innovations such as artificial intelligence and digital platforms could reshape global trade. He cited the example of the US ban on TikTok, which led consumers to Chinese platforms like Rednote, showing how technology can bridge cultural gaps and foster integration across different markets.
The panel also discussed the potential for QR codes on bottles to enhance consumer engagement by providing health information and brand stories. “Brands need to be able to tell their stories effectively, and technology allows us to do this,” Beale concluded, emphasizing that leveraging technology could help the industry connect with consumers in new and impactful ways.
As the drinks market continues to adapt to geopolitical shifts, technological advances, and changing consumer habits, industry leaders see significant opportunities for growth—if the sector can stay agile and connected to emerging trends.
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