The latest iteration of the Golden Vines Report has revealed global fine wine and rare spirits trends for the year ahead while also confirming this year’s award winners. Most notably, Weingut Egon Müller and The Macallan have been newly elevated to ‘All-Star’ producer status after securing their third win in their respective categories.
Created by Liquid Icons and compiled from more than 830 industry professionals across 110 countries, the Golden Vines Report 2025 maps macro and micro trends shaping the premium end of the drinks industry.
Among the findings, the report – which surveyed 41 Masters of Wine, 31 Master Sommeliers and over 200 DipWSET holders – highlights continued premiumisation trends, with over 40% of weighted responses referencing demand for higher-quality wines. A similarly hefty 30% highlighted ‘drink less, better’ behaviour, driven by younger consumers, price rises and wellness trends. Sustainability also features prominently: over 300 responses referenced the importance of lighter packaging and transparency around environmental stewardship.
Meanwhile digitalisation – including blockchain, DTC channels and virtual engagement – continues to rise, while economic pressures, oversupply and consolidation are also expected to shape the year ahead.
In rare spirits, premiumisation and investment-grade bottles remain dominant, with over 110 weighted responses emphasising the pursuit of limited editions and collectible releases. Consumption volumes are expected to contract slightly, but with higher average spend and greater emphasis on quality and wellness. Growing interest in agave spirits, Japanese whisky and innovative barrel regimes is also highlighted as a shaping force.
Winners in focus
The survey also determines eight core Golden Vines Award winners each year. The 2025 results include Vega Sicilia in Spain (World’s Best Fine Wine Producer), Mullineux & Leeu in South Africa (World’s Best Rising Star), Weingut Egon Müller in Germany (Best Fine Wine Producer in Europe) and The Macallan (World’s Best Rare Spirit Brand).
A separate sustainability prize, judged independently, was awarded to Corison in Napa Valley.
By winning their categories for the third time within 10 years, Weingut Egon Müller and The Macallan now join the Golden Vines ‘All-Star’ roster, becoming ineligible for their winning categories for the next decade. The rule is designed to keep the awards competitive while recognising repeated excellence.
This year also marks the creation of the Golden Vines Academy, a new global association of more than 750 qualified fine wine and rare spirit professionals, intended to act as an expert body for the sector and to determine future Golden Vines Award winners.
The 2025 Golden Vines Report is available to download at liquidicons.com/report.
