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With a new year comes a fresh start, and the wine world is no stranger to bigger, better, and bolder trends. As 2026 approaches, it’s important to start planning ahead, thinking about the ‘next best thing’– with drinking habits continuing to shift, and wine lovers leaning into more intentional, experience-driven choices.

This new era brings opportunity. With interest growing in wines that have ‘heritage’ and ‘rarity’ to redefining what actually counts as “premium,” the coming year will shine a spotlight on quality, sustainability, and intentional drinking. It’s also the kind of environment where Bermar shines, keeping every glass fresh and every pour worthwhile.

 

1. Premiumisation with purpose 

In 2026, ‘premium wines’ are not synonymous with exclusivity or price tags. It all boils down to intention. Drinkers are becoming much more selective. They’re happy to spend more, but only when the wine offers something genuine: craftsmanship, heritage, a story worth telling. 

Rarity is resurfacing. Heritage bottles are back in the spotlight. Even Champagne is set for a renewed sparkle as people treat themselves to fewer, but better, drinking moments. And it’s not just a local shift — nearly half of industry respondents (46%) are optimistic about fine wine’s global performance in 2026, a positive sign for key markets like the UK, where this appetite for premiumisation continues to grow.

At the same time, while consumption continues to dip, with moderation and wellness at the heart of it all, margins are still rising. “Drink less, drink better” is turning into a lifestyle, and wine lists built on quality will be the ones that thrive.

How Bermar supports this:

A great wine list isn’t just about what’s on the page; it’s about having the freedom to serve it. We know a lot of venues hold back from opening their best bottles, offering premium cuvées by the glass, or building a more adventurous selection, all because of the risk of wasting wine.

With Bermar, that hesitation disappears. Flexibility becomes standard given your ability to preserve opened bottles of still and sparkling wine(s) for up to 21 days. Resultantly, you can offer a tasting flight, a memorable pairing, or just one exceptional glass without second-guessing the cost (or damage) to your profit margins. 

 

2. Sustainability is expected as standard 

As seen in the last several years, eco-conscious drinking isn’t a trend or a tick-box exercise anymore; it’s a defining value. It’s now expected. In fact, we are ending the year with 43% of wine drinkers happy to pay more for sustainable & organic wines. And we only expect that to rise. 

For Millennials and Gen Z, environmental impact, social responsibility, and transparency drive their purchasing decisions, meaning your business needs to demonstrate sustainable practices, not just include them in the fine print. 

Beyond caring how the wine was made, who made it, and how the production process was much ‘greener’, businesses also need to think about how the wine will be cared for. Given that so much effort and resources go into making a bottle of wine, surely you’d want to protect the assets until the very last drop? 

How Bermar supports this:

Bermar helps venues take real action against unnecessary wine and Champagne wastage. Instead of leftover bottles being poured away or handed out at the end of the night, our ePreserve technology keeps every opened bottle fresh for days or even weeks.

That means better stock management, lower carbon footprint from reduced waste and transport, and a more sustainable wine service built into everyday operations, without any added hassle.

 

3. Digital storytelling leads discovery 

The way people discover wine has changed massively, with social media as the first stop. Reels and stories lead the way, with guests craving a sneak peek before they visit. It’s those eye-catching visuals and honest, engaging stories that stick – and the venues that do this well tend to be the ones people remember.

In 2025, almost half of consumers (45%) turned to social media to find new restaurants, and that jumps to 75% among Gen Z. At the heart of it all is a growing desire for experiences that feel special. People aren’t just choosing where to have a drink; they’re choosing the moment they want to be part of. In a digital-first world that rewards authenticity and a bit of imagination, the venues that show off their wine offering with creativity (and then deliver on it in person) are the ones that stand out.

How Bermar supports this:

A great wine by the glass offering doesn’t just give guests more choice; it gives you more to talk about. With Bermar behind the bar, you can confidently shine a light on what makes your wine list special: the rare bottles you’re proud of, limited releases worth sharing, those celebratory Champagne moments, the sustainability wins behind every pour and even the creative tasting ideas you’ve been wanting to try, all while knowing each glass will taste as fresh as it should.

This variety doesn’t just elevate the guest experience; it also gives venues more visually exciting content to share, more reasons for guests to engage, and more opportunities to build a digital presence that truly reflects the quality of their wine service.

 

The Bottom Line for 2026

Together, these predictions paint a clear picture of where wine service is heading in 2026:

• Premiumisation is becoming more intentional. Guests will pay more for meaning, craft, and heritage.
• Sustainability isn’t optional. Low/no-waste, transparent wine service is now expected.
• Moderation continues to shape behaviour; “drink less, drink better” opens space for premium by the glass. 
• Social-first discovery drives curiosity. Guests choose venues based on digital storytelling and experience.
• Bermar enables venues to embrace all of the above, offering more choice, more premium pours, and less waste.

It’s an exciting moment for hospitality; the chance to build wine experiences that feel modern, memorable, and full of intent. Those who lean into this change now will be the ones guests return to, time and time again.

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