As wine and spirits markets evolve, brands are under pressure to adapt. But adaptation is not about chasing every trend. It is about understanding how buyers think, how markets behave, and where real opportunities exist.

We spoke with buyers and importers across the UK, US, and Norway to understand what makes a brand stand out, what no longer moves the needle, and what producers consistently underestimate.

Here is what they told us...

Is sustainability still a differentiator, or is it now the baseline

For many buyers, sustainability is no longer a selling point. It is the starting line.

In the UK, Top Selection Ltd notes that over the past two decades, nearly every quality producer has adopted sustainable practices, with many now organic or biodynamic. At that level, sustainability is expected, not exceptional.

Elite Worldwide Imports sees it differently depending on the market. In some regions, sustainability is assumed. In others, it can still set a brand apart, especially when aligned with the values of the local consumer base.

Strag Gruppen in Norway adds another layer. While sustainability is becoming more important, not every region or producer can realistically follow. Volume limitations often make sustainable offerings harder to place in tender-driven markets.

The takeaway is clear. Sustainability is essential, but it rarely closes the deal on its own.

Are Gen Z drinkers changing what gets listed or just how it is marketed

The influence of Gen Z varies sharply by market and channel.

Top Selection observes that independent retailers and quality restaurants are not changing their lists based on Gen Z. In supermarkets, the impact is more visible, but premium listings remain driven by quality and positioning, not age demographics.

Elite Worldwide Imports sees a very different picture in the US. Working closely with university students, they are seeing younger consumers engage deeply with wine, moving away from heavily marketed RTDs and toward categories like Barbaresco and Bordeaux. Social platforms, especially TikTok, are shaping discovery, and this generation values authentic stories, boutique producers, and wellness-driven choices.

In Norway, marketing alcohol is not allowed, which changes everything. As Strag Gruppen's Tom explains, Gen Z is not reshaping marketing, but they are reshaping shelves. Heavier wines, classic spirits, and traditional appellations are slowly giving way to lighter styles, different formats, and changing drinking behaviors driven by climate awareness and moderation.

Allied Importers believes the listings themselves are not changing yet, but marketing absolutely must. Especially in wine, the industry still struggles to communicate in ways that resonate with younger consumers.

The pattern across markets is that Gen Z is not dictating portfolios overnight, but they are quietly shaping what succeeds over time.

Are non alcoholic brands now judged by the same standards as full-strength products?

"Not yet, but expectations are rising."

Top Selection is blunt. Non alcoholic wines are judged primarily on whether they are drinkable. Progress has been made, but quality remains far from traditional wines.

Elite Worldwide Imports agrees - Taste and packaging matter, but consistent quality parity with full-strength products is still a work in progress.

In Norway, Strag Gruppen notes that alcohol free is one of the fastest-growing segments, especially through monopoly channels. However, appellations and production methods are not yet driving decisions the way they do in traditional wine. In horeca, alcohol free has not yet reached its peak.

Across markets, the message is consistent. Non alcoholic is growing fast, but it is still being evaluated differently. That will change, but not overnight.

What makes a brand easy to say yes to

At its core, the answer is simple. Quality, story, and price.

Elite Worldwide Imports sums it up as three pillars that continue to guide every decision. Without all three, the conversation rarely progresses.

Strag Gruppen adds recognition, flexibility, communication, and packaging. Especially in tender-based systems, alternative formats and adaptable packaging can unlock future opportunities.

Allied Importers looks first at category dynamics. In slow-moving segments like brown spirits, differentiation is essential. Beyond liquid, they assess marketing commitment, consumer engagement, and whether a brand is actively building demand or simply waiting for purchase orders.

Across all markets, brands that understand their category, invest in storytelling, and show commitment beyond the bottle move to the top of the list.

What brands still underestimate when approaching buyers

This is where buyers are most aligned - Top Selection points to the UK market. Many producers view UK representation as a prestige badge rather than a serious long-term market.

Small producers often expect to sell most of their production into the UK without a clear strategy, treating it as a box to tick rather than a market to build.

Elite Worldwide Imports highlights the power of small, focused teams. Family-owned, boutique-driven companies can compete with corporate players by prioritizing story, quality, and hands-on brand building. Many brands underestimate how impactful this approach can be.

Strag Gruppen emphasizes market understanding. They receive countless emails focused on deals, discounts, and quick wins, rather than thoughtful introductions and strategic collaboration. In markets like Norway, understanding systems, regulations, and buyer realities matters more than pricing.

Allied Importers echoes this. Brands often underestimate how difficult new markets are to penetrate, especially at the state level in the US. Success in one country or channel does not guarantee success elsewhere. Marketing investment, local relevance, and long-term commitment are non-negotiable.

The shared message is simple. Buyers want partners, not pitches.

What this means for brands

The brands that will win in 2026 are not the loudest. They are the clearest.

They understand their markets. They respect buyer realities. They invest in quality, storytelling, and long-term growth rather than short-term wins. They treat sustainability as a foundation, not a headline. They adapt their communication without losing authenticity. And they recognize that non alcoholic is an opportunity, but not a shortcut.

Most importantly, they show up informed, prepared, and serious about building real partnerships.

That, more than any trend, is what buyers are actually looking for.