While France remains enamoured with wine, beer, and spirits, its consumers are increasingly reducing their alcohol intake in a bid to keep their health in check. What are the factors affecting this changing attitude towards booze? And how can brands capitalise on this shift?

Treasury Wine Estates has partnered with Snoop Dogg to launch Cali by Snoop. By partnering with rapper, the brand hopes to challenge convention and attract people who wouldn’t usually drink wine. Giving people a way into new interests and markets can help to remove barriers to entry.

COVID-19 has been wine’s wake-up call to ecommerce. Once a prerogative of younger drinkers, the pandemic has opened online wine buying to all consumers and siphoned it into the mainstream. How can brands keep up with the trend and the changing behaviours associated with it?

Once a niche drink option, the availability and appeal of natural wine is making it a popular choice. And a focus on natural winemaking – the oldest method in the book – has begun to revolutionize how young Americans are drinking. What’s behind this pivot and a return to tradition?