What’s In vs Out in 2024, According to our Wine & Spirits Team

What's In vs Out in 2024, According to our Wine & Spirits Team. Double Forte

By Alexis Karis

As the wine industry comes off a very busy, celebratory holiday season, 2024 ushers in a predictable “lull” during Dry January, when many oenophiles abstain from drinking. This lull makes it a perfect time to reflect on what happened in the past year and, more importantly, consider what is ahead. Enter: the “In vs Out” list.

In case you haven’t seen the viral videos circulating on Instagram or TikTok, New Year’s resolutions have been replaced this year by “In-and-Out Lists” (totally unrelated to the famous burger chain). According to New York Times writer Jessica Roy, these lists made by creators “mix predictions of what will and won’t be considered cool in the coming year with aspirations for their 2024 selves.” What’s “Out” are the things we’re leaving behind in 2023, and what’s “In” are the things we’re welcoming in 2024.

Beyond the beverage industry forecast for 2024 that we published late last year, our wine team wanted to offer our own thoughts on what is In vs Out for Wine in 2024:

OUT: Rosé Season

We might be biased, but we think Rosé isn’t just meant for the summer season – it should be enjoyed every season! Many other consumers think so too, as rosé wine sales have skyrocketed both on-premise and off-premise over the last decade, according to VinePair’s Ari Bendersky. These days, with volumes up and new brands on the shelves, it’s even easier to find rosé all year round, and can be enjoyed with a wide variety of dishes throughout the year.

IN: Sustainable Packaging

As we discuss in our Double Forte 2024 Trend Watch report, there is a growing urgency around sustainability, and the wine industry is beginning to catch on. Discussions around alternative packaging were huge in 2023 and will continue to be in the coming year. While glass bottles with cork remain the best vessel for aging a wine, they can account for over half of the carbon footprint of a wine, as reported by Karla Walsh for Food & Wine. With most of the wines on the market being consumed within a year and glass not necessary for aging, alternative packaging is more desirable and available than ever. Among the alternative packaging options being explored are aluminum (both cans and bottles), boxed wine, Tetra Pak technology, and reusable glass wine bottles.

OUT: Outdated Wine Terminology

As we discussed in our blog post on the Wine Industry’s Guide to Connecting with Gen Z, the new generation of wine drinkers are “not enticed by the mystique and sophistication of wine culture” and want “a more approachable, less intimidating experience”. This year, we want to leave outdated wine terminology behind and create a welcoming experience for all consumers. For example, the Court of Master Sommeliers announced in December that it will no longer use the terms ‘Old World’ and ‘New World’ in its teachings, as reported by The Drinks Business.

IN: Sparkling Wine for All Occasions

Why should sparkling wine only be enjoyed on special occasions? Much like the notion of Rosé for all season, sparkling wine sales have seen fantastic growth over the last several years, with consumers drinking the beverage at more frequent intervals. The San Francisco Chronicle’s Esther Mobley predicts it will get even stronger in 2024, even as overall wine sales struggle.  

OUT: Only Buying American Wine from California

There is so much to love about California wine, but it’s not the only region that we should be paying attention to when it comes to American wine. There’s a lot to love about other regions across the country, too. Take Washington for example, the 2nd largest wine-producing state behind California has over 1,000 wineries to explore and 80+ varieties of wine to enjoy, according the Washington State Wine Commission. Other regions we have our eye on include Oregon, New York, Texas, Virginia, and Wisconsin.

IN: Paso Robles Wines

Nestled in California’s Central Coast, Paso Robles is the state’s next big wine region. With Cabernet Sauvignon as the dominant varietal, consumers will begin to see these wines everywhere, and many are traveling to the region to enjoy its hospitality and wealth of tasting rooms and experiences. One sure sign of the region’s upward trend? Daou Vineyards, a famous Paso Robles-based brand, was bought by Treasury Wine Estates for almost $1 billion, according to Wine Spectator.

What’s In vs Out for you this year in the world of wine? Let us know!