IWSR 2025 insights for New Zealand wine

The US wine category remains challenged by flat participation and an ageing, affluent consumer base, yet premiumisation continues to drive value. Over 60% or regular wine drinkers now choose premium wine, reflecting resilience among engaged, higher-income consumers - even as younger adults turn to spirits, RTDs, and low/no-alcohol options they perceive as more modern and accessible.

Within this landscape, New Zealand wine has expanded its share of regular drinkers from 11% in 2022 to 13% in 2025,  comprising about 11.2 million adults. Importantly, conversion from awareness to purchase has climbed from 29% to 34%, and to 40% among premium drinkers, confirming stronger traction in higher-value segments.

Consumers associate New Zealand wine with taste, trust, and value for money (important in light of tariffs), reinforced by perceptions of modern and refreshing wines made in a sustainable way, distinct from other new world wine countries. However, sustainability cues softened slightly, re-emphasising that provenance and environmental integrity will be vital to maintaining New Zealand's premium advantage.

Overall, the key opportunity now is to increase awareness while lifting or at least maintaining conversion rates to build on this momentum.

United Kingdom

In the UK, wine participation continues to contract - from 54% in 2022 to 50% in 2025 - as younger adults moderate and explore cocktails and RTDs. Yet premiumisation offsets volume decline: the share of premium wine drinkers has surged from 35% to 48%, as consumers drink less often but trade up to trusted, higher-quality brands.

New Zealand wine remains steady at 8.6 million drinkers, outperforming a category under pressure. Conversion among regular drinkers has risen five points since 2022, while premium conversion remains high at 50%. New Zealand's buyer base within the premium segment has grown eight points, driven by fewer lapsed drinkers and strong loyalty.

New Zealand retains powerful associations with taste, trust, and quality. It also performs well on modern and refreshing wines made in a natural, sustainable way, helping it stand out from competitors. However, perceptions of everyday value and suitability for everyday occasions lag slightly.

The next opportunity lies in balancing premium storytelling with approachability - leveraging Sauvignon Blanc's recognition while broadening appeal through Pinot Grigio and Pinot Noir. Building sustainability and naturalness into tangible purchase drivers will also help reinforce New Zealand's distinct, trusted image.

Overall, the challenge will be to convert stable penetration into new growth, especially among younger and less frequent drinkers, while maintaining the premium edge that has underpinned New Zealand wine's impressive resilience so far.

Webinar

The Consumer Pulse New Zealand Wine Webinar - US and UK markets - offered up-to-date market intelligence to support better decision-making in a challenging global alcoholic beverage market. It presented the 4th year of IWSR brand health tracking research, as well as insights from guest presenters Danny Brager from 3 Tier Beverages in the US, Antonia Fattizzi from New Zealand Trade & Enterprise (NZTE) US, and Tim Fogarty from NZTE UK, alongside our NZW UK/US market managers.

A recording of the 18 November webinar, which drew a record number of registrants, can be found at nzwine.com/members/get-involved/webinars.

To delve into the research go to: nzwine.com/members/brand/market-intel/usa/consumer-info/iwsr/ and nzwine.com/members/brand/market-intel/uk/consumer-info/iwsr

Richard Lee is Intel and Insights specialist at New Zealand Winegrowers.