New data from the IWSR has found that RTD growth has resulted in declining market share for both still and sparkling wine, mirroring the same trend as spirits.

Since 2019, the growth of RTDs in markets like the US, Japan and Australia has coincided with a volume decline in still wine. 

Globally, still wine’s share has declined from 11% in 2019 to 10% in 2024 and is expected to shrink further to 9% in 2029. 

At the same time, the opposite trend is true of RTDs, which increased from 1% to 2% between 2019 and 2024. 

Richard Halstead, COO of consumer insights at the IWSR, said that wine has come under pressure in recent years due to its aging consumer base and perceived lack of accessibility. 

Meanwhile, RTDs have become popular thanks to their “convenience, flavour innovation and messaging that taps into the health and moderation trend”. 

“Sparkling wine has fared better recently, but its fragmentation is illustrated by growth for Prosecco but declines elsewhere. The segment is still often seen as occasion-led, used for celebrations, rather than everyday.” 

There is also some blurring of wine and RTDs, according to the IWSR, with the introduction of wine spritzes, wine cocktails and wine-infused RTDs. 

In particular, wine spritzers are thriving among Millennials. In terms of countries, the segment is performing especially well in South Africa, Mexico and Germany. 

Turning to a different generation, Gen Z is more likely to turn to RTDs instead of wine. Bevtrac consumer research from March 2025 showed that 12% of the group are wine drinkers, while for RTDs the proportion is 15%. 

The one country that bucks the positive RTD trend is Italy, which saw RTD volumes fall by 2% in 2024. Nonetheless, still wine also fell at a CAGR of 3% between 2019 and 2024. Sparkling wine, however, is on the rise. 

Looking to the future, Halstead explained that the wine category needs to learn from RTDs, as it is starting to. “The incursion of RTDs suggests that wine is in need of reinvention, embracing more accessible packaging and simpler branding cues,” he said.

Despite the setback, “there are potential growth opportunities, including premium canned wine, as well as flavoured wine-based drinks,” Halstead concluded.