VinePair Podcast Our Predictions for 2026
Jan 5, 2026
The hosts predict a shift in beverage trends for 2026, with dry January losing its appeal and a rise of celebrity-backed non-alcoholic brands. They discuss a possible decline in 'funky' wines as consumers gravitate towards more enjoyable options. A new mass-market red blend is anticipated, alongside innovative packaging solutions. Expect a resurgence of flavored vodkas for Gen Z and a consolidation in the industry, while luxury brands might restrict supply to maintain exclusivity. High prices and simplified wine selections are also on the horizon.
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Dry January Is Fading
- Dry January is losing cultural impact as Gen Z views it as passé or unnecessary.
- Adam Teeter says people now moderate year-round rather than treat January as a defining moment.
Celebrity Non-Alc Brands Multiply
- Celebrity-backed non-alcoholic drinks are increasing as the NA category mainstreams.
- Joanna Sciarrino warns many celebrity NA brands may act more as virtue signals than enduring successes.
NA Beverage Hype Outpaces Demand
- The non-alcoholic (NA) beverage bubble may be bursting as sales and menu movement lag.
- Zach Geballe notes bars cut back NA programs because these items rarely sell despite heavy development work.