How wine consumption is evolving after Covid

Glass of Boroli red wine at the table

Like all productive sectors, the wine industry has been heavily influenced by the Covid-19 pandemic and its consequences. The restrictions and lockdowns imposed in many countries have led to a significant change in wine consumption behaviors, both locally and globally. In this article, we will examine how wine consumption has changed after the pandemic and what emerging trends are occurring in the industry.

Wine consumption before vs. during the pandemic

Prior to the arrival of Covid-19, wine consumption was predominantly linked to social occasions and specific places such as wineries, restaurants, bars, and nightlife venues. However, 2020 changed the game and brought about significant changes in the way wine is enjoyed.

During the pandemic, with people forced to spend much more time indoors, there has been an increase in domestic wine consumption. Many started pouring themselves a good glass of wine to relax, socialize with family members and roommates, or simply enjoy a moment of personal pleasure and escape the monotony of lockdown. This has resulted in a significant increase in online wine sales.

Domestic consumption: how has it evolved?

Domestic wine consumption has become a tangible trend during the pandemic, leading to increased sales and greater attention to the online wine retail sector.

Many producers have had to adapt to this new reality and expand their online offer, providing home delivery services and creating virtual tasting experiences. Additionally, many consumers have shown a growing interest in quality wine, seeking unique labels and niche wines with just a click. This trend has survived the pandemic peaks and continues to persist, suggesting that consumers may have developed new wine consumption and enjoyment habits.

Online wine sales: the trend of recent years

Online wine sales have been one of the main trends in the wine industry in recent years. E-commerce has also opened up new opportunities for small producers, allowing them to reach a wider audience and promote their products globally. This has led to greater diversification in the wine market, especially for labels from lesser-known regions or from small producers.

However, it is important to note that the increase in sales has also presented significant challenges, such as fierce competition among brands and the need to ensure the quality and authenticity of wines sold online. Therefore, it is essential for producers and online retailers to maintain high standards of quality and adapt to the needs and expectations of consumers.

The journey of wines in mass retail

Mass Retail has been one of the most important sales channels for the wine industry during the pandemic, as consumers found themselves stocking up on groceries in supermarkets, both to limit travel and due to the actual closure of many retail outlets, wine shops, and wineries throughout the world. Moreover, the closure of these establishments meant that even the finest labels began to supply large supermarkets, making excellent Italian products more accessible.

However, with the easing of restrictions and the resumption of economic activity, there has been a new decline in sales in mass retail. Many consumers have sought to regain the consumption experiences lost during the lockdown periods, starting to eat and drink out, enjoying a good glass of wine outdoors, as suggested by the culture and tradition of our country.

It should be noted that in the last three years, many wine producers have adopted specific marketing strategies for mass retail, offering discounts, special offers, and promotions to stimulate sales in large supermarkets. This means that, yes, after the lockdowns, many people have decreased domestic wine consumption in favor of outdoor consumption, but mass retail remains an important sales channel for many producers.

Wine export before, during and afet Covid

Wine export has been a certainty in the industry for decades, especially in countries that take pride in wine production. However, this area has also been influenced by the repercussions of Covid-19. Before 2020, wine exports were growing, with many countries exporting and importing large quantities of wine. With the arrival of the pandemic and global restrictions on mobility and international trade, the exportation of wine took a hard hit. Many nations imposed restrictions on wine imports and closed their borders, disrupting supply chains and causing a decrease in exports. The closure of restaurants, bars, and public venues also reduced the demand for wine.

Over time and with the easing of restrictions, wine exports gradually resumed, albeit with some modifications. Many producers sought new markets, focusing on countries that showed faster economic recovery. Additionally, many wineries intensified their digital marketing efforts to promote their wines abroad and reach new consumers through online channels and social media.

This period has also led to greater attention to sustainability and ethics in wine production and export. Consumers have become more aware of the importance of environmental and social sustainability in the production of food and beverages. Therefore, many producers have started focusing on organic, biodynamic, or environmentally friendly wines to meet the growing demands of international consumers and improve competitiveness in the export market. With the recovery in the past year, Italian wine exports have seen a surge, with a 12% increase compared to 2021.

Wine consumption today: what’s the latest news

The Covid-19 pandemic has had a significant impact on the world of wine, changing consumption dynamics, market preferences, and strategies. However, it has also created new opportunities and pushed the wine industry to adapt and innovate. The evolution of wine consumption after Covid-19 has been characterized by an increase in online sales, greater attention to sustainability and ethics, and the adoption of innovative packaging solutions. With the peak of the pandemic behind us and a return to normalcy, consumers have shown a new interest in HORECA (hotels, restaurants, and cafes), on-site experiences, and a desire to rediscover wine through the territory.

The post-pandemic period has also stimulated interest in regional and local wines, with consumers seeking to support small producers and discover new wine regions. Many local companies have capitalized on this trend by promoting their story and connection to the territory. It is important to constantly monitor market trends and consumer preferences, adapting strategies accordingly. Wineries must be flexible and ready to respond to changes in consumer behavior and the market context.

In conclusion, the world of wine has been significantly influenced by global changes in recent years. Carefully monitoring market evolution and adjusting strategies accordingly will be crucial for the success of wineries in the future.


The Boroli cellars, located in Castiglione Falletto, are the perfect place to experience the magical territory of the Langhe through tasting experiences and to enjoy an unforgettable experience of discovery and great wine.

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