Drinking habits are changing

Generally, people are drinking less, with data suggesting that the younger generation in particular are buying fewer bottles, but making sure the ones they do get their hands on are good quality. Of course, older generations and higher earners are more likely to drink regularly than younger people or people on lower salaries, which is why their wine racks will be much fuller.

Data also shows that people aged 55-64 are the most likely to drink and the least likely to not drink at all, while men are more likely to drink than women (although this gap is gradually closing).

Growing interest in wine

Interest in wine has increased considerably since the 2000s, which we have experienced first hand since launching Virgin Wines in 2000 and seen our community of wine lovers grow and grow!

Wine used to be considered an expensive commodity, with good quality wine being completely inaccessible for most people. Nowadays, thanks to the wine industry evolving and retailers like us making great wine easier than ever to enjoy at home, this is no longer the case and what used to be an upper-class hobby is now available to everyone.

Drinking beer in pubs was once the preferred way to consume alcohol but now it is actually drinking wine at home. With more people becoming interested in wine, this has naturally shifted drinking patterns. Wine drinkers tend to be interested in the type of wine they consume, meaning the amount they’re likely to drink will go down as they’re naturally more selective about what they swirl in their glass.

Different factors in wine

One interesting factor is that there has been a steady rise in demand for more alcohol-free choices for UK wine drinkers. This is partly due to some people wanting to swap out high percentage drops for something much lighter, and others simply wanting to try something different.

Diets have also changed with 1.1 million more people labelling themself as vegan between 2023 and 2024, with some predicting that a quarter of the population will be vegan by 2025, which in turn will affect drinking habits. Vegetarian and vegan wines are becoming much more common (we’ve got over 400 on our website at the moment and always adding more!), meaning wine drinkers with a plant-based diet can now enjoy the luxury of countess wine styles to sip and savour – something they wouldn’t have been able to do years ago.

Societal impact

The world as we know it is changing. The cost of living has gone up considerably and we have become much more sustainably aware as a society.

Like everything else, the price of alcohol has increased due to the tax rising for the first time in years causing suppliers to raise their prices, and disposable income has also become smaller. As a result, we’re seeing an interesting trend of wine drinkers being more adventurous in the grape varieties and wine regions they try in an attempt to discover delicious alternatives to high-end, luxury labels.

The other huge societal influence on drinking habits is the importance we now place on looking after our planet. Many wine lovers, ourselves included, are looking for winemakers who craft quality drops with sustainability always in mind. It’s meant that UK wine drinkers care more than ever about a wine’s provenance and the story behind each bottle, and are far more selective about what they add to their basket.