Trends in Wine Packaging

There is no doubt the pandemic put a dent in wine consumption in the U.S. as bars and restaurants shut down, restricting dining out and socializing with friends. However, wine brands can now accelerate their growth through multiple avenues – including the trends of health and wellness, hometainment, sustainability, and e-commerce.

Couple reading a wine bottle

By: Moira Stein
Date: December 17, 2021


At Berlin Packaging, our team of designers, market strategists, and engineers is ready to help wine brands create the perfect packaging for their products. Whether you’re looking for a stock solution or a fully custom package, we will find packaging that stands out on the shelf and aligns with changing consumer needs and values.


Health & Wellness

The health and wellness mega-trend has led to an increased demand for better-for-you and organic wines, especially among younger consumers.


According to GlobalData, more than half of global consumers find “organic” to be trustworthy, providing a seal of quality and confidence.

Chateau Diana

In addition, the pandemic has made consumers even more focused on their overall health, accelerating the shift toward moderated and healthier drinking. This has driven demand for low- and no- alcohol options and wines with fewer calories and less sugar. While consumers want these new options, they don’t want to sacrifice taste or the enjoyable wine-drinking experience.

Chateau Diana - Zero Proof Rose

Simply 35

Berlin Packaging’s Studio One Eleven® has expertise in creating compelling design solutions for healthy wine brands. Our design and innovation team created the branding for Simply 35, a low-calorie line of Moscato wines, Chateau Diana’s non-alcoholic wine, and many others.


According to a 2021 GlobalData survey, 69% of global alcohol consumers say that they are trying to reduce or drink a moderate amount of alcoholic beverages.

Celebrating Couple


The wine category was impacted by the shutting down of bars and restaurants brought on by COVID-19. These closures created a need for consumers to find new ways to socialize and consumers began creating the bar and restaurant experience at home.

While the rise in at-home entertainment began due to the pandemic, it will continue to be appealing for a few reasons:

  • Some consumers are still concerned about dining out.
  • Economic uncertainty has made staying home financially appealing.
  • Some consumers have simply become used to entertaining at home more.
Kindred Spirits

Consumers are finding more occasions to enjoy their wine at home with friends and family. American Vintner’s is leveraging this trend with their wine collection boxes created for various occasions ranging from Valentine’s Day to summer grilling to Christmas.

Advent Calendar Wines


Today’s consumers are more eco-conscious than ever, mindful of the impacts of agriculture, manufacturing and packaging on the environment.

Sustainable growing and production methods and eco-friendly packaging have taken on greater importance as people want to buy products they can feel good about. This took a bit of a back seat during the pandemic, but the majority of consumers feel it’s equally or more important now. This year, Albertson’s introduced sustainable wines as part of their Own Brands products.

Kalyana Pinot Noir
Kalyana Chardonnay
Kalyana Cabernet

Albertson's Sustainable Wines

Naked Wines Lightweight Bottles

Naked Wines Lightweight Bottles

Sustainable packaging is also becoming a priority for both consumers and brands. Naked Wines uses a lightweight glass bottle for many of their brands, helping reduce their environmental footprint.

According to a Boston Consulting Group study, 74% of consumers say they are willing to pay more for sustainable packaging.

Wine Online


The COVID-19 pandemic has created a new normal when it comes to how and where consumers shop. While e-commerce was on the rise pre-COVID, the pandemic pushed it into overdrive. There’s more availability and awareness than ever around purchasing alcohol online.

IWSR estimates that the value of alcohol e-commerce increased by 42% this year, with 44% of American shoppers starting to buy online in 2020, compared to just 19% in 2019. Even as the pandemic wanes, the popularity of e-commerce is expected to last as consumers appreciate the value, variety and convenience provided by online platforms.

The direct-to-consumer model is another way wine brands are engaging with consumers outside the traditional retail channel.

27% Increase

According to Wine Magazine, the U.S wine industry saw a 27% increase in DTC shipping between 2019 and 2020.

Wine Delivery

“The most significant difference in e-commerce for 2020 was simply the increase of consumer awareness as to the ability to purchase alcohol online.” – Cory Rellas, Drizly CEO

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The brands mentioned in this report are trademarks of their respective owners. Inclusion of these brands in this report is not meant to imply an association with or endorsement from the respective trademark owners.