Emerging Regions Gaining Traction
Wine enthusiasts are increasingly curious about places beyond the usual heavyweights like France or Italy. Spots like Georgia, Slovenia, Hungary, and even parts of China are catching the eye. These regions bring a fresh twist with unique tastes and winemaking styles. Georgia, for instance, is getting a lot of buzz for its ancient methods using qvevri (large clay vessels). Meanwhile, China’s Ningxia region is starting to make waves, investing heavily in its vineyards and producing some surprisingly good wines.
Unusual Grape Varieties Making a Comeback
There’s also a move towards wines made from lesser-known grape varieties. Take Saperavi from Georgia – it’s a deep, tannic red that offers a bold alternative to more common grapes. In Greece, Xinomavro is being compared to Italy’s Nebbiolo for its structure and aging potential. Even Spain’s Mencia, once overlooked, is now being sought after for its bright, fresh flavours.
Influence of Social Media and Young Consumers
Much of this trend is driven by younger drinkers and social media. Millennials and Gen Z aren’t stuck on the old favourites. They’re looking for wines that stand out, and they’re turning to platforms like Instagram and TikTok, where influencers are showcasing wines from unexpected places. This generation values new experiences over sticking with familiar labels, making them open to trying wines from these lesser-known regions.
The Appeal of a Good Story
Wine isn’t just about taste – it’s also about the story behind it. Wines from emerging regions often come with a rich backstory or unique production method that makes them more appealing. Think about Slovenian orange wines, which use extended skin contact, or Georgian wines made using ancient clay vessels. These details add a layer of depth to the wine-drinking experience, making the bottle feel special and worth exploring.
Sommelier and Restaurant Influence
Restaurants and wine bars are also playing a part. Sommeliers are keen to introduce customers to wines they might not find elsewhere, adding an element of discovery to their wine lists. This is pushing wines from these lesser-known regions into the limelight, especially in more adventurous dining spots.
Wine Competitions and E-Commerce Boost
Winning awards in international competitions can also boost the profile of these wines, making them more desirable. Plus, with the growth of online wine shopping, consumers have easier access to a broader range of wines. During the pandemic, people started experimenting more with what they were buying online, a habit that seems to be sticking around.
In short, the wine scene in 2025 is shaping up to be more diverse and adventurous. With consumers looking to explore and social media driving curiosity, wines from unexpected places are set to find their place on the world stage.
