Trend: Personalization. Wine is moving away from the idea that consumers need to learn how to drink the category and toward a future where the category adapts to how consumers actually want to drink. Across the UK, no- and low-alcohol alternatives, cans, smaller bottles, bag-in-box formats, unconventional flavours, premium rosé and locally produced English wine are expanding the choices available for different tastes, lifestyles and occasions. The result is not the decline of
