With growth in mainstream demand for wine noticeably shifting towards new markets and consumers, the current challenge for wine companies is how to adapt to an evolving consumer landscape, according to the latest Wine Quarterly report from Rabobank.

It appears that fortune favours the brave as market segmentation is ushering in a new wave of innovation in global wine styles, marketing and distribution.

consumer-centric approach will become key to drawing in—and remaining relevant to—new generations of wine drinkers as consumer preferences continue to evolve.

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